Looking Back on Kilala’s Commercial Campaigns

Japanese products and services have long been known for their high quality. Founded with the aim of serving as a bridge between Japan and Vietnam, Kilala has worked over the years with various Japanese brands to help bring their products and services closer to Vietnamese consumers.

1. Japanese Curry Scratch

Client: House Foods Vietnam

Japanese Curry Scratch was organized by Kilala with the support of sponsor House Foods Viet Nam and 19 Japanese restaurants in Ho Chi Minh City. The campaign created an opportunity for fans of Japanese cuisine, especially Japanese curry lovers, to enjoy and experience the dish in a fun and engaging way.

Over the course of one month, Kilala promoted the campaign through its media channels and ran advertising activities on Meta and Google. The stamp-collecting activity, where participants could visit restaurants and collect stamps to receive rewards, attracted active participation from both Vietnamese consumers and foreigners living in Ho Chi Minh City.

Restaurants voted as favorites by participants.

With a special prize worth up to VND 28 million and various additional prizes, the campaign encouraged participants to explore, experience, and complete the challenge, contributing to the overall success of the program.

A lucky draw livestream was held on January 16, 2024, to announce the winners of the prizes. The event also recognized three outstanding restaurants that received strong support from diners.

2. Communications Activities for Acecook’s Zeppin Japanese Noodles

Among Japan’s diverse culinary culture, ramen holds an important place and has gradually become one of the representative dishes associated with Japan.

To commemorate the 50th anniversary of diplomatic relations between Vietnam and Japan, as well as the 30th anniversary of Acecook Vietnam, the company launched Zeppin, a product inspired by the well-known ramen dish.

Facebook post on Kilala’s fanpage promoting Zeppin noodles, featuring ambassador Akari.

Zeppin’s cup noodle version was launched in two flavors: Tonkotsu Stewed Pork and Shoyu Soy Sauce. The packet noodle version included Tonkotsu Stewed Pork and Traditional Japanese Yakisoba flavors.

Recognizing the growing interest among young Vietnamese consumers in ramen, as well as their preference for new, convenient, and easy-to-prepare products, Zeppin was positioned as a suitable option for this audience.

To help the new product reach younger consumers more effectively, Kilala focused on online communications through a variety of content about Zeppin noodles, an interview with brand ambassador Akari on the website, Facebook, and Instagram, as well as TikTok video content, which attracted over 200,000 views.

3. LION Corporation

Building proper toothbrushing habits from an early age is an important lesson for children. In addition to the guidance itself, it is also important to communicate the message in a way that is friendly, easy to understand, and suitable for their age.

From March 10 to 15, 2019, a toothbrushing class organized by Tuổi Trẻ Newspaper, in collaboration with LION Corporation and The Mainichi Newspapers of Japan, was held at six kindergartens and primary schools in Ho Chi Minh City. For this program, Kilala was responsible for communications, content production, and promotion across Kilala’s media channels.

Toothbrushing classes held at kindergartens and primary schools.

During the toothbrushing class, children learned useful knowledge about oral care from Japanese experts and received hands-on guidance on proper toothbrushing techniques.

4. Article Series for Japan Rail Pass

For international visitors who wish to explore multiple regions of Japan by train, the Japan Rail Pass is a convenient and cost-effective option. Provided jointly by the six companies of the JR Group, the pass can be used across a wide area, including on shinkansen and selected limited express trains.

To provide useful information for readers interested in traveling to Japan, especially during peak travel periods, Kilala supported JR Pass in producing a series of articles sharing practical travel tips, helping visitors plan and explore Japan more conveniently.

5. Communications Content Series for Japan Airlines

Japan Airlines is a Japanese airline that has been recognized by the Skytrax World Airline Awards in the categories of World’s Best Economy Class and World’s Best Economy Class Seat. The airline operates routes connecting major cities in Vietnam with Japan.

To provide useful information for readers interested in traveling between Vietnam and Japan, as well as domestic flights within Japan, Kilala supported Japan Airlines in producing article content and advertising banners on kilala.vn. The content focused on airfares, promotional campaigns, and flight options, helping readers access accurate and timely information.

Japan Airlines advertising banner on kilala.vn.