A vibrant night-market inspired campaign to introduce bibigo Stir-fried Ramyun to Thai consumers.
Designed to evoke the energy of local food culture, the activation combined bold flavors, immersive spaces, and engaging visuals —
establishing the brand as a high-quality, crave-worthy K-food experience.
Designed to evoke the energy of local food culture, the activation combined bold flavors, immersive spaces, and engaging visuals —
establishing the brand as a high-quality, crave-worthy K-food experience.
As the first project leading up to the product launch,
the KV shoot was designed and directed to capture the essence of After-hour deliciousness.
Set in cozy, lived-in interiors, it brings to life the joy of sharing bibigo Stir-fried Ramyun during K-drama nights —
blending playful energy with emotional warmth in a globally relatable visual tone.
the KV shoot was designed and directed to capture the essence of After-hour deliciousness.
Set in cozy, lived-in interiors, it brings to life the joy of sharing bibigo Stir-fried Ramyun during K-drama nights —
blending playful energy with emotional warmth in a globally relatable visual tone.
From concept to construction — every graphic element was realized exactly as designed, lighting up the streets of Bangkok in full color.
Over two weeks, The Flavorful Night campaign transformed Samyan Mitrtown and Jodd Fairs Ratchada into vibrant pop-up experiences — blending Korea’s boldest flavors with Bangkok’s buzzing street culture.
Designed around a vivid black-and-neon palette inspired by our five product variants, the booth drew massive attention from students, young professionals, and families alike.
Designed around a vivid black-and-neon palette inspired by our five product variants, the booth drew massive attention from students, young professionals, and families alike.
Originally planned for one week, the Samyan activation was extended due to overwhelming turnout.
What started as a 10,000-trial goal turned into 38,966 product experiences — achieving 390% of our KPI.
Locals lined up for spicy samples, played interactive booth games, and even ran us out of Korea-imported merch.
What started as a 10,000-trial goal turned into 38,966 product experiences — achieving 390% of our KPI.
Locals lined up for spicy samples, played interactive booth games, and even ran us out of Korea-imported merch.
To capture the full atmosphere of The Flavorful Night,
We produced two behind-the-scenes videos that documented the activation across both locations —
showcasing not just the visuals, but the crowd energy, interactions, and reactions on-site.
We produced two behind-the-scenes videos that documented the activation across both locations —
showcasing not just the visuals, but the crowd energy, interactions, and reactions on-site.
To support both brand storytelling and launch conversion, we developed a dual-track asset system.
The first track focused on emotional connection — capturing the fun, relatable moments of The Flavorful Night through visually playful, K-drama-inspired content. These assets were designed to tap into Thai audiences’ love for late-night entertainment and shared food rituals, turning bibigo Stir-fried Ramyun into a culturally resonant craving.
The second track delivered product clarity — introducing all five flavor variants with bold visuals and clear purchase callouts, while also driving awareness around offline events and store locations. Together, the two tracks worked in tandem to build desire and deliver action.
Big kudos to the Monks teams across Seoul, Indonesia, Singapore, and Thailand who made this happen — together.
Client : CJ bibigo Global
Agency & Production : Media.Monks
Offline production : Vero (Thailiand)
Creatives : Soyoung Heo, Nahil Kang, Hearim Oh, Su San Lee, Vini Balan, Jaslyn Tjhai
Account : Emily Jung, Bori Kim
Special Thanks to Producer Mijin Noh, Lisa Leong, Tianwei Wang
Super thanks to Hearim Oh
Agency & Production : Media.Monks
Offline production : Vero (Thailiand)
Creatives : Soyoung Heo, Nahil Kang, Hearim Oh, Su San Lee, Vini Balan, Jaslyn Tjhai
Account : Emily Jung, Bori Kim
Special Thanks to Producer Mijin Noh, Lisa Leong, Tianwei Wang
Super thanks to Hearim Oh