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From Hiroshima to Hangzhou: How Jagabee and Frugra drive Calbee's growth strategy
The Tokyo-headquartered maker of the hugely popular potato fries, Calbee, is tapping into anime fandom and IP collaborations to boost sales and brand affinity in China. Read our interview with CMO Hiroyuki Miyakura.
How Want Want cracked Japan’s competitive confectionary market
Campaign speaks to Tony Chang of the iconic Taiwanese food brand to learn about the brand’s strategy in penetrating the Japanese market, and the challenges of localisation.
Kraft Heinz's CMO on marketing Western sauces to a Chinese audience
China CMO Allen Cai expands on the importance of targeting younger consumers, innovating a global product in a local market, and the tricky balance between flavour and health.
How Oatly penetrated the Chinese plant-based market
Oatly's Greater China president David Zhang opens up about how the brand expanded into the Chinese market and pioneered a new plant-based category, all within a span of just five years.
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