PARKnSHOP launches 16 food personality types

AS Watson's supermarket brand PARKnSHOP has created different food personalities to bring a fresh twist to grocery shopping. Also known as FBTI (food behaviour test indicatior), the interactive campaign is inspired by the popular MBTI framework and reimagined with a delicious twist.

With 16 unique food personality types, FBTI invites customers to uncover their inner foodie identity through a playful test that matches them with personalised product recommendations — making every supermarket visit more engaging, relevant, and fun.

The campaign unfolds in three interactive phases, blending offline-plus-online (O+O) experiences to create a fully immersive journey. The campaign kicked off with themed visuals, a dedicated mini-site and promotional material featuring reimagined lyrics of popular Cantonese songs, designed to reflect distinct personality types. 

As part of the campaign, visitors are also encouraged to visit the 2D doll photo zones with personality card vending machines, and exclusive flamed mascot "Best Guy" to redeem at 16 selected stores. Customers are encouraged to snap, share, and celebrate their FBTI results on social media — with chances to collect limited-edition goodies.

Visitors can also meet the 16 adorable 3D blind box characters, each representing a different food personality. This campaign is more than just a test — it’s a celebration of individuality, taste, and the joy of discovery. 

MARKETING-INTERACTIVE has reached out to PARKnSHOP for more information. 

Don't miss: Watsons unveils exclusive IP across Asia

This comes as character-driven IPs are rapidly transforming the global market, emerging as a pivotal trend for brands seeking to boost recognition, customer loyalty, and market share. According to a SHOPLINE report, IP-related products in Asia experienced a 448.94% year-over-year increase in gross merchandise value in 2024, with sales and order volumes rising by more than 200% compared to the previous year, underscoring the growing value of creative, emotionally engaging brand experiences.

Similarly, AS Watson's health and beauty brand Watsons also unveiled “The Watsons Family” - an innovative and vibrant character-driven intellectual property (IP) created to revolutionise customer engagement across Asia.

This creative initiative introduces 16 unique characters, each reflecting different MBTI personality types, to create deeper emotional connections with customers while transforming everyday health and beauty routines into engaging, shareable experiences.

In Hong Kong, the launch will highlight three flagship characters, including Sunny also known as the wellness champion, Kilo (the energetic fitness coach), and Flora (the glowing facial mask), representing supplement, wellness, and beauty respectively.

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