CASE STUDIES
Master Kong
Master Kong (康师傅) aims to expand beyond the Chinese community into the broader Asian and North American markets. By leveraging a diverse influencer strategy—focusing on cuisine, lifestyle, and humor influencers—the brand enhances visibility and engagement across key demographics.
Marketing strategy | Public Relations (PR) | Influencer Marketing | Content Marketing
Expanding to Diverse Communities and Unlocking the North American Market
Challenge / Opportunity
Master Kong (康师傅) is a well-known and highly recognized brand among the Chinese community. Our objective is to introduce these products to a broader Asian demographic and eventually to the mainstream market in North America.
Solution
We focused on three main target groups: The Southeast Asian community, and individuals interested in Asian cuisine. To reach these audiences, we crafted a multi-ethnic, multi-faceted influencer strategy, leveraging various types of influencers, including cuisine influencers, lifestyle and family influencers, and humor influencers.