CJ K FESTA: A Landmark Celebration of Korean Culture
Tasked directly by CJ Group’s headquarters in South Korea, SKYPERRY undertook the challenge of launching Vietnam’s first-ever comprehensive K-Culture festival. Through a multi-layered strategy that celebrated Korean culture and integrated major brands like Bibigo and CGV, the campaign successfully transformed a corporate initiative into a vibrant cultural phenomenon. The event not only captivated Vietnamese youth but also set a new benchmark for cross-cultural brand experiences.
KPIs
-
Impression0
-
Engagement0
-
TVC0
Services
-
Content Strategy & Production
-
Influencer Marketing
Project Background
As a leader in Korean culture, CJ Group aimed to launch its flagship cultural festival in Vietnam. Working directly with CJ’s headquarters in South Korea, SKYPERRY was tasked to roll out the inaugural event, which ran for three weeks from August 10th to September 1st. The festival was structured around three distinct theme weeks: K-Food Week, K-Sports Week, and K-Movie Week, with the goal of connecting deeply with Vietnamese youth.
Challenge
The main challenge was to transform a corporate event into a genuine cultural celebration that could attract sustained foot traffic. This required not only integrating diverse brands like Bibigo, CGV, and Tous les jours cohesively but also creating a deep, meaningful connection with the local culture to make the event feel both authentic and welcoming.
SKYPERRY's Solution
SKYPERRY developed an integrated strategy focused on creating an immersive, week-by-week cultural journey:
- A 3-Week Themed Content Strategy: We built anticipation by dedicating each week to a specific cultural pillar, amplified by relevant CJ brands:
- K-Food Week (Aug 10-16): Led by Bibigo, this week celebrated Korean cuisine with food tasting events, cooking demos, and promotions.
- K-Sports Week (Aug 17-23): Focused on the dynamic energy of Korea, this week featured interactive games and sports-related activities.
- K-Movie Week (Aug 24-Sep 1): Anchored by CGV, this week brought the magic of Korean cinema to life with film screenings and movie-themed events.
- Cross-Cultural Integration: To bridge the two cultures, the event design incorporated beloved local symbols. A traditional Vietnamese bamboo bridge (cầu tre) was featured prominently, creating a unique photo opportunity and symbolizing the friendship between Vietnam and Korea.
- Driving On-site Traffic with Influencers: 17 influencers acted as weekly cultural guides, creating authentic content that generated continuous buzz and converted their followers into actual event attendees.
Results
The campaign successfully transformed a corporate initiative into a cultural phenomenon:
- Massive Online Reach: Achieved over 2.1 million views across 65 social media posts.
- Vibrant Community Engagement: Garnered 48,000 interactions, demonstrating genuine public excitement.
- Successful Event Traffic Conversion: The strategic promotion successfully drew thousands of young people to the festival throughout its 3-week duration.
- Enhanced Brand Synergy: Effectively showcased CJ’s ecosystem, boosting visibility for participating brands like Bibigo, CGV, Tous les Jours, and Meat Master.
Contact SKYPERRY now to start your brand positioning and sales growth journey. With a professional and effective digital marketing solution, we will help you optimize your advertising budget and create a high conversion rate. Contact hotline: 088 605 6868 or send information to email: [email protected] for direct consultation for your campaign right now!
