The goal of this project is to engage Park’s existing fan base in North America, therefore increase the popularity of Gong cha brand and create buzz in US market, especially California territory. Several campaign activities are executed to engage customers: A photo contest was run on social media to motivate customers visit Gong cha cafés to experience Park themed café decors and share their photos. A collection of Park merchandise was developed available for customer redemption with points gained through past purchase made at Gong cha cafes. Park’s image was involved in multiple marketing campaigns throughout the year of 2018.