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Asahi Beverages collabs with Entropia for its first-ever immersive virtual product launch in SEA

Goodday Launch - Japan Town-01

Manila, Philippines – Asahi Beverages has collaborated with marketing consultancy Entropia in the Philippines in its first-ever immersive virtual launch in the Southeast Asia region.

Asahi Beverages’ product, Goodday Cultured Milk, was launched on the platform MootUp for Zoom, where press, dealers, and the brand teams all over from Japan, Malaysia, and the Philippines are connected in an immersive virtual event.

Over 200 participants joined the event, and were treated first to virtual worlds such as  Japanese-inspired Airport Terminal, an outdoor-themed conference hall where the main presentations were held, an intimate Zen garden, and a mini Japan town. By utilizing Moot, the event did not only engage participants, but also unified them, mimicking a physical gathering with people moving around and interacting with one another.

According to Hemalatha Ravagan, Asahi Beverages Philippines’ CEO and head of international business development and exports, the Goodday Cultured Milk virtual launch was the brand’s first foray into the Philippine market.

“After more than two years spent on research and development to perfect the formulation for Goodday, we are elated to introduce a cultured milk drink that we believe every Filipino would enjoy every day. Since COVID-19 has placed restrictions on face-to-face launches, we had to adapt and tap into consumers’ changing habits as well as their curiosity to connect in the digital space,” Ravagan stated.

Online participants were also treated to performances brought by Filipino bands Up Dharma Down (UDD) and Autotelic. 

“Goodday is a proud product of Japanese innovation, and we want to launch it here in a big way. The challenge for this launch is to get people from Japan, Malaysia, and the Philippines together for a fun and different experience. Thankfully, our partners in Entropia Philippines knew what to do,” said Karl Bustos, Asahi Beverages’ head of operations.

In a statement, Kaye Enriquez, partner and chief analytics officer of Entropia Philippines said the recent virtual event is an experience that responds to ‘people missing traveling and bonding with other people’.

“Through the use of available technology, we wanted to create that experience – one that is immersive where they could actually feel like they are traveling and having a good day, while learning about the new Goodday brand,” Enriquez said.

Meanwhile, Entropia Philippines’ Principal for Creative Services Hans Malang added, “While the platform is readily available via the use of Moot, we had to add new 3D layers to complement the immersive experience of this created new virtual world.”

Entropia Philippines is the first international expansion office of Entropia Global based in Kuala Lumpur, Malaysia.

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