We also initiated a major PR rollout for Morinaga’s popular chocolate brand, DARS, along with other signature products from Morinaga & Co., Ltd..
With the establishment of a local entity and plans to expand antenna-style convenience retail stores, we executed a large-scale promotional campaign centered in Ulaanbaatar—aimed at embedding Japanese confectionery brands firmly within the Mongolian market.
Delivering Japanese Confectionery to the People of Mongolia
This project goes far beyond simple “export.”
In collaboration with leading Japanese creators, we implemented an integrated promotional strategy encompassing advertising, events, and public relations across Mongolia.
It represents a comprehensive brand experience born in Japan—designed not merely to sell products, but to share culture, creativity, and quality with a new generation of consumers.
A Citywide Advertising Takeover in Ulaanbaatar
TV commercials aired on leading local television networks
Large-format OOH advertising at Eco International Tower, one of the city’s prime locations
10 fully wrapped campaign buses operating across the city
In-bus digital signage broadcasting the campaign commercial
Advertising placements at 18 major bus stops throughout the city
Radio commercials targeting driver and commuting audiences
Dedicated promotional sales corners in major domestic shopping malls
Banner placements on the homepage of national television networks
Bridging Japanese Brands with Untapped Markets
Mongolian consumers are known for their openness to new products—yet they also move on quickly.
Guided by this insight, we set out with a clear mission: to design brand experiences that are not only exciting at launch, but continuously loved over time.
DARS by Morinaga & Co., Ltd. may appear to be a simple chocolate at first glance. Yet behind it lies a powerful story—sharing love in abundance.
Divided into 12 bite-sized pieces, DARS symbolizes kindness and connection, designed to be shared with someone special. We believed it could be communicated not merely as a flavor, but as a memorable emotional experience.
In Mongolia, Japanese animation culture enjoys enduring popularity. Expressions that transcend language and resonate on a sensory level are particularly effective. With this in mind, we developed a language-independent animated TV commercial.
Timed with the product launch, we deployed a synchronized strategy combining OOH advertising and influencer-driven social media amplification—instantly introducing DARS, a previously unseen Japanese brand, to a wide audience of consumers.
Designing “Resonance” in the Mongolian Market
Onono Corporation represents a new model of trading company—one that goes beyond procurement and distribution.
From sourcing and channel development to retail education and integrated promotional design, we provide end-to-end solutions for Japanese products entering markets where they have yet to reach.
In partnership with Morinaga, we entered the Mongolian market by establishing a local entity and building everything from retail floor strategy to advertising frameworks from the ground up.
Our mission was not simply to distribute products, but to create a sustainable ecosystem in which brands can take root—and continue to be loved.
Strategic Promotion in an Emerging Media Environment
In Mongolia, where advertising infrastructure is still developing, we partnered with the country’s leading local distributor, Altan Joloo, collaborating closely with television networks and major shopping malls.
Centered on non-verbal animated TV commercials and transit advertising, we deployed a multidimensional campaign that blended seamlessly into the urban landscape—leveraging uniquely Japanese creative expression to capture the hearts of consumers across the city.