To mark the 40th anniversary of Kiri’s launch in Japan, an original vending machine pop-up event will be held! Will a “fun commotion” break out at MIYASHITA PARK?!
Hello everyone! I’m Kusai from the Social Relations Division of the Public Relations Business Headquarters.
It has finally started to cool down, but this summer was truly hot! That just about sums it up. (Laughs) We would like to introduce a cheese event that made that hot summer even more exciting!
For a limited time of three days from Friday, September 15 to Sunday, September 17, the “Kiri 40th Anniversary Original Vending Machine Pop-up Event” was held at MIYASHITA PARK!
Kiri products and original merchandise available for free!
Held in conjunction with the 40th anniversary of Kiri’s launch in Japan, the “Original Vending Machine Pop-up Event” allowed visitors to experience the vending machine for free by following Kiri’s official Instagram account.
By pressing a button without needing any coins, participants received a set containing a Kiri product and exclusive Kiri original merchandise. Part of the fun was seeing what you would get!
The event was hosted by Bel Japon K.K., a leader in the Japanese cheese market that has consistently provided new value to dining tables across Japan.
The company’s “Kiri” brand has grown into one of the most supported brands in the cheese market and celebrates its 40th anniversary in Japan this year. The company handles a wide range of other products, including “Belcube,” “Kiri & Stick” (ideal for children’s snacks), and “Boursin,” which joined the lineup in 2008.
To express gratitude for the fact that French-born Kiri has been enjoyed by people in Japan for 40 years and has become deeply rooted in the country, we decided to hold an event utilizing the “vending machine,” a unique part of Japanese culture!
SUNNY SIDE UP was responsible for the production, operation, and PR of this event. To deliver our gratitude to those who love Kiri, we proposed the vending machine design and contents, product wrapping methods, types of original merchandise, and the event location.
An experience found only here!The charming world of “Kiri”!
The vending machine wrapping featured the current “Kiri” product package design on the front, while the sides featured the package design from when it was first launched in Japan 40 years ago (so cute!).
The original merchandise available only here was also incredibly cute, with passersby stopping to take photos. We created a charming world unique to “Kiri”!
We installed buttons that make you hesitate over which one to press, along with adorable props. With attention to every detail, we created an experience that could only be enjoyed here.
A massive success thanks to you!
Thanks to everyone, we welcomed many visitors over the three days and were able to distribute all the prepared sets!
Every day, long lines formed even before the event started at 11:00 AM, making it a huge success! Online, there were comments wishing for the event to be held again or for the machine to be installed permanently.
Leading up to the event, many announcement articles appeared on high-traffic curation sites, and influencers were invited to a media preview. By having the information shared on social media, we were able to effectively reach our target audience, leading to a great success.
Above all, seeing the long lines form as soon as the event began gave us a tremendous sense of accomplishment. ✨ It was a wonderful moment where we were able to create a “Fun Buzz” involving the general public!
Please look forward to the various types of “Fun Buzz” that SUNNY SIDE UP will continue to create in the future! 🎵
