To support the brand’s entry into the Malaysian market, we partnered with 10 local KOLs to create culturally relevant content around the idea of “Umeshu+” — unique pairing moments that combine Umeshu with beloved local foods.

This Instagram-first campaign established not just awareness, but a fresh content direction for the brand to grow its footprint in a new and flavorful way.

Core Strategic Pillars:

– Authentic Local Influencer Collaborations: We engaged 10 Malaysian KOLs who truly understand the local palate and cultural touchpoints. Their content added credibility and familiarity, accelerating consumer trust and driving early traction for the brand in a new market.

– “Umeshu+” Scenario Building with Local Cuisine: Influencers crafted inspiring content around the “Umeshu+” formula — creatively pairing Umeshu with iconic Malaysian dishes. This not only showcased product versatility but also positioned the drink as a natural, exciting complement to local dining culture.

– Instagram-First Rollout for Visual Appeal & Discoverability: Instagram’s strong visual ecosystem made it the perfect platform for bringing the “Umeshu+” story to life. Content served as both inspiration and a strategic content template for future brand efforts in Southeast Asia.