Genki Sushi sees a surge in brand sentiments upon merchandise launch

Genki Sushi Hong Kong has seen a surge in brand sentiments upon its launch of a series of merchandise illustrated by Japanese artist Keigo featuring its brand mascots Okuta Kun and Tokuchan. 

From 26 February to 31 March, Genki Sushi is collaborating with Keigo to launch a series of exclusive limited-edition items for the first time, which includes exclusive collaborative illustrations, a set of five limited-edition plates and an exclusive tote bag. 

Don't miss: Genki Sushi teams up with Japanese illustrator to help fundraise for youths in need

In a conversation with MARKETING-INTERACTIVE, Genki said that this collaboration campaign targets teenagers, university students, young adults and young families as it hopes to provide opportunities for teenagers in need through the network and support services of Youth Outreach, thereby guiding them back on track and infusing their lives with the brand’s positive energy. 

On top of the collaborative products, the brand is also releasing brand-new collaborative illustrations and videos on its Facebook and Instagram pages, asking netizens to share their resonant moments of daily life and releasing stress to “live the Genki life” together. 

The latest data from YouGov BrandIndex shows that the consumer chatter and perception towards Genki Sushi, among Hong Kong residents aged between 18 and 34, has seen a noticeable uplift since the campaign was launched. 

Genki’s WOM Exposure score, which indicates the percentage of consumers who have talked about the brand to family and friends over the past two weeks, rose from 13.8% on 25 February to 16.2% by 17 February, gaining 2.4 percentage points in three weeks. 

Furthermore, the consumer impression of Genki Sushi also improved, with its net Impression score increasing from 14.1 on 25 February to 16.9 by 17 February. 

Additionally, Genki’s corporate Reputation score, which measures how proud or embarrassed people would be to work for a brand, also saw an uptick from 5.5 on 25 February to 8.1 by 17 February. 

Don't miss: Genki Sushi's campaign recalls important moments in life with HKers

Back in October last year, Genki Sushi launched a brand campaign showcasing the important moments in life that the brand has shared with HongKongers throughout the years.

Embodying the brand’s spirit of “living the Genki life”, Genki Sushi took everyone on a journey of life’s important moments through the campaign, highlighting the power of connection between great sushi and life. The campaign targeted young families with children, university students and young adults.

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