Through our research we found:

• China, South Korea, and Japan have unique cultures and lifestyles

• China consumers care more about affordability, and put a high value on tradition

• South Korean consumers focus their attention more towards celebrities, social media and other entertainment options

• Japan consumers value responsibility, efficiency, and creative brands

Our main goal was to develop a localization campaign that has unique campaigns for each nation we are trying to target

JAPAN:

• Create a mascot to do meet and greets and focus ads around and to make stickers for on the popular app LINE

• Use digital billboards to display ads

SOUTH KOREA:

• Sponsor the main girl from Squid Games, Hoyeon Jung, to appear in commercials and wear branded merch

• Put on flash mobs and make mukbangs to go viral on social media services like TikTok

CHINA:

• Focus on sales promotions to incentivize consumers to buy Chic-fil-a more often

• Promote the brand through popular social media platforms like TikTok and WeChat