"The strategy of O2O (online to offline or offline to online) drives customers from one channel to another, but the O+O strategy contains an ecosystem that is powered by technology, big data and AI."

Hong and her team spent two weeks sticking matchsticks non-stop for eight hours a day and watched the piece burn down in two minutes.

Conversations about the sonic branding began at the end of January 2019 given the demand for digital media, and was developed as part of its refreshed brand positioning "Passionate about progress".