Brief
Position Viu as the home of Hallyu culture in the Philippines by creating a large-scale, fan-driven experience that deepens brand love, drives platform engagement, and strengthens community among K-content enthusiasts.
Approach
Conceptualized and mounted K-Land, an immersive Korean-inspired playground that translated Viu’s content universe into physical, interactive zones.
Designed the experience to be highly shareable, leveraging influencer participation, fan communities, and real-time social amplification to extend reach beyond the venue.
Results
K-Land drew over 3,000 attendees, bringing together more than 50 communities and partner organizations in one unified Hallyu celebration. The event generated massive social media amplification through fan-driven content, influencer participation, and real-time engagement.
By transforming Viu’s content universe into a live cultural platform, K-Land strengthened community affinity and reinforced Viu’s leadership in Korean entertainment.