To commemorate the arrival of DARS, we hosted a large-scale launch party at the event space inside Shangri-La Mall.
We collaborated with popular youth-oriented restaurants and cafés within the mall to introduce limited-edition menu items featuring DARS. A massive suspended DARS installation was displayed in the mall’s central atrium, creating a striking visual centerpiece that energized the entire venue.
The event provided visitors with an immersive brand experience, significantly enhancing awareness and emotional connection with Morinaga DARS.
DARS Sampling & Instant Photo Activation
At a dedicated booth inside Shangri-La Mall, groups of two or more visitors received a complimentary DARS product, encouraging sharing in line with the brand concept, “Joy of Sharing Love.”
Guests were invited to capture their sharing moments with instant photos, which were then displayed on a decorative wall within the venue. The response exceeded expectations:
1,500 boxes of DARS and 1,000 promotional leaflets were distributed ahead of schedule.
Even after sampling concluded, visitors continued to arrive—having seen posts on social media—seeking to participate in the photo experience, which remained open to the public.
The event was further elevated by special appearances from Mongolian actor Barkhad Batbold (known for his role as “Chingis” in the Japanese TV drama VIVANT) and singer Uranholboo, who had also supported the PR campaign.
Morinaga DARS Collaborative Menu Launch
Through exclusive in-mall collaborations, we transformed DARS from a retail product into a lifestyle experience—embedding the brand into everyday consumer moments and reinforcing its long-term presence in the Mongolian market.
PR
Influencer-Driven PR Reaching Over 1.3 Million Followers
To amplify the event’s visibility, we partnered with leading local influencers to promote the campaign across social media.
In Mongolia—a nation of approximately 3.447 million people—we collaborated with influencers whose combined Instagram following totals 1.305 million. Their posts and stories rapidly expanded awareness of the event, driving strong turnout and online engagement.
Event Highlights
