Marugame Udon’s main goal on that year was to connect more with Gen Z audience. Hence, we converted the brand’s latest communication campaign that is more familiar to Gen Z’s daily life. While applying this, we also tried to show the diversity of menus in Marugame Udon with its authentic Japanese taste. TikTok as the main social media of Gen Z has a different approach to content compared to Instagram. Here, a brand needs clear personification, hence we regularly collaborate with KOLs and do content stitchings to adapt with the platform’s algorithms.