Successful announcements and launches can be defined in many ways.
In this article, successful announcements will be defined by:

    • How many people turned out for the launch event
    • How many products were sold
    • How much attention and awareness (“buzz”) was created about the product

Separating 10 launches into different categories, we aim to show well-received they were.

Beauty launchess 

Innisfree Green Tea line launch


K-beauty favourite, Innisfree has invited their brand ambassador, Yoona of famous KPOP group Girls’ Generation to attend a closed-door fan meeting session alongside the grand unveiling of the all-new rebranded Green Tea Seed Serum.


The first 200 lucky fans attended, with minimum spending of S$100 at Innisfree Takashimaya S.C. Store.


More information can be found here:


Fashion launches
Starbucks x Kai



Starbucks Singapore has collaborated with Kai, which is a locally owned lifestyle brand selling cute bags and accessories. Kai was started by famous local social media influencer, Christabel Chua (or more popularly known as @bellywellyjelly).


Starbucks x Kai merchandises were displayed and able to be purchased at all Starbucks outlets in Singapore. Many accessories were sold out a few days after its launch.


More infomation can be found here:


Superga x Drea Chong


Superga has teamed up with local social influencer Andrea Chong for a three-piece capsule collection called A New Day. The social media influencer made a name for herself with her jet-set Instagram feed with 309 000 followers.


Promoting her collaboration with Superga on Instagram allowed her followers to quickly snap up those shoes entirely within a few days.


More information can be found here:


F&B launches
An Acai Affair



An Acai Affair was started by two SMU undergrads and has gone on to open their fifth outlet at the Jewel Changi Airport.


Their Acai bowls have always been in trend with the younger crowd which explains their social media popularity.


An Acai Affair has close to 3000 followers on Instagram and an average of 500 likes per post.


More information can be found here:


Old Chang Kee


Famous local curry puff chain store, Old Chang Kee introduced an iconic puff early this year. The deep-fried puff consisted of all the essential ingredients of the iconic dish – Hainanese Chicken Rice. There was fragrant rice, succulent chicken and Hainanese chili sauce wrapped in a golden brown and flaky puff.


More than 15,000 followers on their Facebook page landed their hands on this limited edition Chicken Rice O.


More information can be found here:


The Alley


Taiwanese bubble tea chain The Alley teased their entry into Singapore using social media – “Coming soon to Singapore”. Instagram and Facebook pages were created but the location of their first outlet in Singapore was unknown until it opened at Jewel Changi and soon, Orchard Cineleisure.


Its Instagram page currently has 3000 followers and close to 2000 Likes for its teaser post. Its facebook page has about 1500 Likes.


More information can be found here:


Nine Fresh Taiwan


Nine Fresh Taiwan (or formerly known as BeansTalk) was founded by young Singaporean entrepreneurs Vannessa Tan and Nick Lim. Hoping to bring a part of Jiufen to Singapore, they introduced desserts which clearly suited our local palette.


With 16 outlets around the sunny island, they recently opened another outlet at the Jewel Changi. They expected a crowd of about 500,000 during the week-long preview at Singapore’s newest airport terminal.


Their Facebook posts announcing their new outlet already gathered 105 likes and they have more than 30, 000 followers.


More information can be found here:


100 Plus x Drea Chong


The collaboration between sports drink 100 Plus and famous social influencer Andrea Chong has successfully promoted 100 Plus’s new zero sugar and calorie formula to encourage Singaporeans to hydrate themselves more to become healthier. With the eco-conscious wave in full effect, Andrea also designed 100% recyclable tumblers and straws which are limited edition.


Its facebook post has garnered more than 700 Likes with more than 80,000 followers.

More information can be found here:


Technology launches
Samsung x iKON



At the Unleash Next Gen Bold event, about 1500 Samsung and iKON fans turned up. This event was used to promote the launch of Samsung’s Galaxy S10 and S10+ at various product zones.


The collaboration hoped to increase the popularity of Galaxy S10 and S10 + products, with the Fortnite in-game iKONIC outfit and a Chan-woo scenario emote which were exclusively available for Galaxy S10 and S10+ customers.


More information can be found here:


Bonus: Our very own successful launch of Jewel Changi

Jewel’s Changi’s grand opening on the 17th April has garnered much interest. Its public preview has received an overwhelming response with all 500,000 tickets given out.


With more than 8000 Instagram posts with the hashtag #jewelchangiairport and about 21,000 likes on its Facebook page, it shows how successful the launch of our new airport has been!


More information can be found here: