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PONOS
PROJECT 01
2025 lunar new year
Campaign Name: 2025 Lunar New Year Korea& Taiwan
Agency: R/GA Tokyo
Market: Korea and Taiwan
Language: Korean and Mandarin (Traditional Chinese, Taiwan)
Role: Strategist and Planner
Media Placements: Digital Ads(including LINE WEBTOON), OOH(Taipei Metro and Taoyuan International Airport Metro), and Influencer collaborations (Twitch live broadcast and Youtube)
BRIEF :
Celebrating the Year of Snake, PONOS top title The Battle Cat wants to celebrate the start of the year with their long admiring Korean and Taiwanese fans.
CHALLENGE :
However, with only ONE creative asset. As in, utilising the same creative across two markets. While Korea and Taiwan respectively placed each other as no.3 top travel destinations for traveling, Korea and Taiwan are 1500km apart, two different cultural personalities, languages, nonetheless two ways of celebrating the commence of the New Year, on top with the beautiful blizzard Battle Cats.
HOW :
The Strategy team researched both markets' Lunar New Year tradition along with insights similarities that could share common ground for creatives.
The most interesting part of creative execution is: how colour sensitive both countries are
Taiwan cannot have a certain blue, green due to political parties sensitiveness
Korea cannot have bold bright Chinese new year red due to historical reasons
Strat & Creative team hands in hands navigate the sensitive cultural customs together in producing the Snake Year campaign.
ADDITIONAL NOTES :
R/GA works on high agility and mobility across markets and time zones.
As the TW Strategist+ Planner, I work with the wider R/GA APAC team across Japan, Korea, Singapore, Taiwan, and Australia- cross-cultural project involved collaboration across five locations and three time zones within creative, strategy, production, and the client leadership team, on top of discussions spanning four languages (English, Japanese, Korean, and Chinese). It’s not just about a ritual Lunar New Year campaign anymore, it’s also about learning different cultural rituals, working cultural nuances and how to strap us together.
I worked closely with our Strategy, Creative, and Production team, alongside local media agencies.
PERSONAL TAKEAWAY :
Digging into traditional Chinese calendars, I've learned more about Bazi, how Chinese fortune telling is made, 天干地支, the 5 elements and how it resembles in Chinese Characters. I felt if I dig in more, I am going to be a fortune teller soon. Perhaps this would be my next job asides from being a Strategist and Creative.
There’s a saying in Taiwan “At the end of science is metaphysics.”
PROJECT 02
2025 anniversary
Campaign Name: 2025 Korea 11th anniversary & Taiwan 10th anniversary
Agency: R/GA Tokyo
Market: Korea and Taiwan
Language: Korean and Mandarin (Traditional Chinese, Taiwan)
Role: Strategist and Planner
Media Placements: Digital Ads(including LINE, LINE WEBTOON), OOH(Taipei, Taichung, Kaohsiung Metro, Taoyuan International Airport Metro, and LED Truck), and Influencer collaborations (Twitch live broadcast and META reels)
CHALLENGE :
Celebrating Taiwan 10th anniversary and Korea 11th anniversary, how do we continue in creating a celebratory vibe that sparks joy?
HOW :
Burning Man summer festivals
Lots of festivals- japanese summer, korean summer, taiwan summer, tradtiioan, ritual, religious all come around
OUTCOME :
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4.7M views across Youtube and Instagram
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Comments like “世界瘋成我喜歡的樣子” (en:The world has gone crazy the way I like), amusement around which cat does what has drawn attention.
PROJECT 03
2026 lunar new year
BRIEF :
The fluctuation of gamers after campaign spike, how do we keep ourselves interesting?
CHALLENGE :
Gen Z has another ‘fun’ priority which isn’t gaming anymore, how do we keep ourselves interesting and resonate with our audience?
HOW :
Digging into Gen Z habits across Korea and Taiwan, we amplify the fun of “sharing is caring”.
OUTCOME :
The launch of the campaign was during the preparation of the New Year, the busyness of the holiday period preparation may have caught us in an accident like a misorder.
The creative resonance with the Lunar New Year society ambiance, and highlights a cultural nuances that Gen Z and Millennials are saying out loud these days in breaking generation inheritance: “it’s okay to make mistakes, and everything will still be okay.”
PROJECT 04
2026 13th anniversary
Campaign Name: 13th Anniversary
Agency: R/GA Tokyo
Market: Japan, Korea, Taiwan, USA
Language: Japanese, Korean, Mandarin (Traditional Chinese, Taiwan), English US
CHALLENGE :
PONOS celebrate Power Ranger 30th year with IP collaboration.
How do we find connections to convey the Power Ranger message across 4 different markets- Japan, Korea, Taiwan, and USA?
