Genki Sushi taps into childhood nostalgia with Doraemon collaboration

Genki Sushi Hong Kong has partnered with the beloved Japanese character Doraemon to mark its 30th anniversary in Hong Kong, merging dining experiences with classic character-themed entertainment.

Also known as the "Genki 30th anniversary capsule toy fair", the campaign is designed to engage its customers and drive in-store traffic as well as brand affinity through a series of exclusive collectibles, leveraging Doraemon’s nostalgic appeal to attract families, anime fans, the young generation, and the mass public, said Genki Sushi spokesperson in conversation with MARKETING-INTERACTIVE.

The marketing strategy centres on a fun dining experience, offering a limited-edition 30th Anniversary gold token per HK$180 spent in a single transaction at dine-in for a chance to win one of 24 limited-edition items featuring Doraemon and Genki Sushi’s iconic mascots Okuta Kun and Tokuchan, including keychains, drawstring bags, and stickers, all guaranteed wins to enhance engagement, added the spokesperson. 

The campaign also aligns with Genki Sushi’s commitment to promoting authentic Japanese culture, tapping into Doraemon’s multi-generational popularity in Hong Kong to evoke childhood memories, the spokesperson said.

"The campaign is holistically promoted across multiple online and offline channels, including Genki Sushi’s own social media platforms, influencer engagement, digital advertising, in-store promotions and more, and it’s been very well received since the teaser announcement last week."

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In fact, Genki Sushi has consistently incorporated Japanese cultural elements into its campaigns. The brand's spokesperson said that these initiatives aim to reinforce its brand identity as a trailblazing leader from Japan. "These collaborations differentiate Genki Sushi in Hong Kong’s competitive market, driving mass awareness and cultivating customer loyalty through ongoing excitements and innovations."

Back in August 2024, it launched a limited-time menu recreating Japanese manga One Piece’s character Luffy’s favourite dishes, including the "meat on bone" and other delicacies.

Earlier that year, Genki Sushi partnered with Japanese illustrator Keigo to unveil a series of exclusive illustrations and limited-edition premiums while all proceeds from the premiums will be donated to Youth Outreach to help at-risk youths. 

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