Brief
In 2023, LOTTE DUTY FREE sought to enhance its brand visibility and connect with a Chinese audience in Australia by collaborating with a prominent international artist. Jay Chou has sold more than 30 million albums since his debut to become the world’s most-streamed Asian artist, surpassing more than a billion streams, and performing to more than 10 million people globally.
He was named as one of China’s 50 most influential figures this century, one of the only three singers on a list dominated by politicians and corporate owners.
MGI Solution
MGI Entertainment facilitated the partnership with Jay Chou, organizing concerts in Sydney and Melbourne. MGI handled negotiations, event coordination, and ensured seamless brand integration throughout the concerts. LOTTE also ran a promotion which enabled VIP clients to attend the concerts.
Result
The concerts significantly boosted LOTTE DUTY FREE’s brand recognition in Australia, attracting large audiences and extensive media coverage, thereby strengthening its market presence and consumer engagement.