Cherry blossom season in Korea is always a magical time that heralds spring with its vibrant colors, scents, and sounds. And we celebrate the days strolling under the blooming trees, reason why popular locations are so crowded during this time.

As a brand that believes everyone deserves a revitalizing moment of relaxation in the daily, Hoegaarden thought this was unfortunate.

Because if you think about it, cherry blossom trees are actually everywhere. Pushing your way through the crowd is not the only way to enjoy the cherry blossom.

So Hoegaarden Rosée has created an online Cherry Blossom Map that identifies and aggregates information on cherry blossom streets and recommends hidden spots for an authentically relaxing experience – just like our product.

Hoegaarden developed a user-friendly online map named the Cherry Blossom Map by using public data that was cryptic & available in a hard to grasp format. The online map was able to help consumers to easily locate nearby cherry blossom spots.

The Cherry Blossom Map was easily accessed thru scanning a QR code on Hoegaarden Rosée, guiding users to over 2,300 cherry blossom streets and hidden spots. As a bonus, it also directed users to venues serving Hoegaarden Rosée

We utilized publicly available data from a government website on roadside trees to create a consumer-friendly map pinpointing nearby cherry blossom spots. Using latitude and longitude coordinates, we accurately mapped out these locations. This provides a useful utility for young adults seeking seasonal revitalization and the opportunity to share their experiences on social media.

Overall, we’ve reached over 190,000 active users with the Cherry Blossom Map. The campaign together, garnered media attention worth 581,000 USD in terms of PR value, ranking highest in premium beer segment, and most importantly was the most talked about premium beer brand in market (20.2% Share of Buzz), which shows Hoegaarden was able to own the cherry blossom moments in Korea. And lastly, Hoegaarden Rosée on-trade sales increased 13.3% compared to the same period last year

The way in which consumers found & shared the recommended spots through our online creative solution (=cherry blossom map), demonstrated a change in perception and behavior that pushing your way through the crowd is not the only way to enjoy the cherry blossom, rather, you can enjoy a revitalizing moment of relaxation in the daily by learning to find and appreciate the quiet blossoming tree spot nearby.