Client: Bibigo
Partner: CJ ENM Thailand
Location: Siam Square, Bangkok
Capability: Cultural Launch Strategy · Experiential PR · KOL-Led Amplification

When food becomes culture, launches become experiences.
This campaign introduced Bibigo Ramyun to Thailand by fusing taste with K-culture lifestyle — transforming a product debut into an immersive Korean cultural moment.

Thai youth don’t just eat Korean food — they live the K-drama mindset.
Instead of a conventional press launch, we designed a cultural experience rooted in aspiration. By leveraging place, narrative, and social energy, Bibigo was positioned not just as a noodle brand, but as part of the Korean lifestyle Thai audiences admire and follow.

We reimagined the launch as a Korean Night experience at the heart of youth culture.

Siam Square was transformed into a K-drama-inspired environment, integrating authentic cultural cues and immersive atmosphere. Tailored press and KOL journeys enabled deep engagement, while the live energy of the event invited organic participation beyond invited guests — extending impact through visibility and social content.

Elevated a standard product launch into a high-impact cultural moment.
Generated strong earned media, wide KOL amplification, and organic walk-in buzz — firmly positioning Bibigo as a lifestyle brand embedded in Thailand’s K-culture movement.