ABOUT

Lipton partnered with Squid Game to promote its perfectly balanced taste — but instead of forcing a product story into a survival thriller, the brand found balance in culture.

We introduced The Korearab Influencer: Won HoChung — born in Seoul, raised in the Middle East, fluent in Arabic. Rather than traditional influencer endorsement, Won Ho became the creative platform. Through short-form episodes, commentary, humour, and cultural translations, he helped Middle Eastern audiences engage with Squid Game in a way that felt familiar and locally relevant — while subtly reinforcing Lipton’s idea of balance.

The challenge was authenticity: ensuring the collaboration felt earned, not opportunistic. By letting the creator lead the narrative in his own voice, the content spread organically, driving engagement, cultural conversation, and brand affinity without overselling.