Chow Sang Sang and Sanrio celebrate friendships with 'Besties charms'

Chow Sang Sang has teamed up with Sanrio’s beloved characters My Melody and Kuromi to launch a heartwarming campaign centered around friendship. Titled “We’re Besties” (閨蜜日常), the campaign invites “besties” of all kinds to wear their bond with pride through the exclusive "Besties charms" collection.

Marking My Melody’s 50th anniversary and Kuromi’s 20th, the collaboration taps into the strong emotional resonance these characters hold within ACG (anime, comic, and games) culture. Known as iconic “besties” among fans, My Melody and Kuromi embody a timeless friendship narrative that resonates across generations.

The campaign is designed for the young at heart, fun-loving consumers, IP enthusiasts, and of course, best friends—whether that’s two girls, two boys, or even parents and children. According to a Chow Sang Sang spokesperson, the initiative aims to raise awareness of the collaboration, expand brand reach, and drive traffic to both offline retail stores and the brand’s eCommerce platform.

Running from July to early October, the campaign debuted with an official product launch across Chow Sang Sang’s retail stores, featuring immersive in-store décor inspired by the characters’ iconic aesthetics. This was supported by a robust PR push and digital amplification across Chow Sang Sang’s social media platforms and brand website, ensuring high visibility and engagement.

To sustain excitement, the campaign highlighted My Melody and Kuromi as the campaign’s central personalities. A series of short-form social media videos showcased the duo in relatable, everyday "bestie" moments—reinforcing the core theme of friendship and connection.

The storytelling extended to the in-store experience, where customers received exclusive sticker sets with purchases—available both in physical locations and online. Fans were also treated to live appearances by My Melody and Kuromi at select stores, offering intimate meet-and-greet opportunities. This activation aligned with Sanrio’s vision of grounding their characters in lifestyle-driven, real-world experiences, deepening emotional ties with fans.

To further amplify authenticity, Chow Sang Sang collaborated with well-known KOLs and celebrity best friend duos, bridging the gap between fictional characters and real-life connections.

The campaign concluded with a show-stopping presence at the Luna Fiesta—a My Melody & Kuromi-themed carnival held at West Kowloon Park. Fans were invited to visit the Chow Sang Sang booth, enjoy exclusive giveaways, and immerse themselves in a joyful, friendship-filled celebration.

By seamlessly integrating digital storytelling, in-store activations, and large-scale event participation, the “We’re besties” campaign showcases how brands can harness cultural relevance, emotional narratives, and iconic characters to create a holistic marketing experience that resonates deeply with consumers.

The campaign was amplified across multiple channels, including Chow Sang Sang and Sanrio’s social media accounts, the Chow Sang Sang website, offline stores, YouTube, and third-party platforms such as MORE and MilkX.

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