FRUDIA, a brand under Welcos, successfully held its ‘FRUDIA X Influencer Networking Day’ on September 11 at the B the B venue in Seoul's Dongdaemun Design Plaza (DDP). The event aimed to enhance brand awareness and exposure in the global market, organized in collaboration with MCN agency Globalizing and the Seoul Business Agency (SBA).
Themed ‘FRUIT GIRLS CLUB: Pick Your Mood, Find Your Fruit Girl,’ the event provided various experiential programs designed to expand engagement with global influencers and allow them to experience FRUDIA’s brand and products firsthand. A total of 33 influencers from 21 countries participated, engaging in brand sessions, product experiences, content creation, and networking activities.
Within the venue, five different zones were created, reflecting the color concepts of FRUDIA's lip lines, 'Glow Juicy Jam' and 'Blurry Butter Jam.' There were also dedicated exhibition areas for products such as the ‘Blueberry Hydrating Honey Lip Balm’ and the high-functional skincare line ‘F-LAB.’ The ‘Personalized Lip Product Decoration’ program using cubic stickers received significant positive feedback from participants.
The ‘Blueberry Hydrating Honey Lip Balm’ captured much interest, providing a familiar experience for attendees, while they naturally engaged with the product's application and feel. Additionally, they were introduced to color products like ‘Glow Juicy Jam’ and ‘Blurry Butter Jam,’ showcasing FRUDIA’s unique fruit concept and diverse product portfolio. New products from the F-LAB skincare line were also presented, naturally extending the focus from lip products to functional skincare.
In the latter part of the event, a special live commerce session was held with three influencers from Vietnam, Singapore, and the Philippines. Tailored product bundles were introduced on Shopee and through the influencers' personal social media channels, connecting real-time product experiences with live commerce opportunities. This initiative demonstrated a new influencer marketing method that transcends offline networking to engage with global consumers in real-time.
FRUDIA aims to continuously expand points of contact for direct experiences with its brand and products through collaborations with global influencers. The strategy focuses on strengthening global content and enhancing engagement with overseas consumers through diverse collaborations based on the distinctive characteristics of consumers and influencers in different countries.
