THE ASK

Create a launch moment for ARIH, a wellness-focused f&b brand launched by global K-pop sensation BTS, that established a launchpad for massive cultural momentum.

THE IDEA

A multi-layered experiential rollout where every touchpoint unlocked the next. Guests entered a world of curated tastings, ARIH-branded installations, and interactive discovery moments—from hidden BTS-inspired easter eggs and peephole content to a cascading noodle installation with embedded messaging and a participatory word puzzle activation. A dynamic balance wall and photobooth further encouraged real-time engagement and expression. The result was a high-energy, fan-driven environment that transformed ARIH from a product drop into a cultural moment built on discovery, connection, and shared participation.

THE RESULTS

• Total # of Guests: 1,785

• Toal # of Noodles Sampled: 6,787

• Total # of Beverages Sampled: 7,200

• Total # of Giveaways Distributed: 10K+

Partner agency: Coffee N’ Clothes