K-TAG in Singapore

The interest in Kpop increases per year, not only teens and young adults, people of all ages start to engage in it. Specifically, in Singapore, various Kpop events, (pop-up) stores, and restaurants allure numerous people.

K-TAG is a marketing strategy project to increase sales of Singapore brands product by highlighting Kpop characteristics and concepts into local products. The project is divided into two main parts–firstly, a visual book displaying similar yet different scenes in various music videos, and secondly, experimentation with packaging design collaborating local brands with Kpop culture (or group).

By visually analysing and understanding the music video concept or theme, we are able to create suitable pairs for a collaboration project. Additionally, the collaboration pairs are selected from a recommendation survey done with the target audience (younger generation) to learn which interests them the most.

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