SmileyWorld continues to be the brand champion of major mall activations, fusing engaging character led activations and engaging campaigns to spread its unique blend of happiness and positivity at major retail touch points. In 2018, the brand has enjoyed some exceptional activations in Asia’s leading retail destinations in Beijing, Hong Kong, Seoul, and Mumbai.

Intriguing activations were created to create buzz and attract footfall including the EGG x Smiley Café at Hong Kong’s Langham Place and large-scale activations in India’s Vivianna Mall that included life-sized SmileyWorld characters, multiple photobooths and a host of games and events for shoppers throughout May 2018.

In the meantime, Smiley is making a huge impact in Korea this year, with a year-long promotion at Hyundai Department Store. The activation includes a wide range of in-store displays, outdoor installations, pop up events, and guerrilla-style marketing, and will be on display in 15 different department stores across Seoul and South Korea.


Picture: Smiley Viviana Mall activation

Picture: Smiley at Hyundai department stores


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