Hsia-Wei-Hsien Brand Youth Revitalization

Hsia Wei Hsien, a classic Taiwanese snack deeply rooted in the hearts of Gen Y consumers, is now facing brand aging issues amid rising competition from emerging convenience store snacks.

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Communication Strategy

To overcome brand aging and align with young consumers’ fascination with short-form videos, Bespo helped Hsia Wei Hsien identify rising stars in the short-video space on social media. By collaborating with IG creators, humorous and engaging content was co-created, reinforcing the brand image: “We’re not ordinary, we’re Hsia Wei Hsien.”

Results

From September 2023, a total of 21 creators were engaged, generating 9.27 million views and delivering interaction results beyond expectations.