"AJINOMOTO" Gyoza x One Piece

What happens when a legendary anime meets an iconic Japanese delicacy? A revolution in taste, fandom, and immersive storytelling—all in one bite.

Ajinomoto Malaysia had a bold ambition: to make its frozen gyoza the top choice for Malaysians craving authentic Japanese flavors. In a market flooded with local and Korean options, traditional marketing just wouldn’t cut it. The solution? Merge a beloved anime with a cherished food to create an irresistible experience for every fan and foodie.

Our single driving message was clear:
‘By merging a legendary story with a legendary flavor, we can turn ordinary gyoza into an unforgettable adventure.’

We joined forces with One Piece, an anime that champions camaraderie, adventure, and the pursuit of dreams—perfectly mirroring our goal to unite people through culinary delight. We ignited a movement blending beloved characters with the savory excellence of Ajinomoto Gyoza.

To immerse fans in the Straw Hats' world, we transformed Lot 10—a high-traffic mall celebrated for Japanese culture—into the Thousand Sunny. As a hotspot for Japanese food enthusiasts, Lot 10 was the ideal stage for our on-ground activation. Fans didn’t merely queue for gyoza; they embarked on a mini voyage of interactive installations.

Free gyoza tastings let attendees indulge in crispy-on-the-outside, juicy-on-the-inside authenticity that embodies Ajinomoto’s hallmark Japanese flavor, while exclusive deals empowered them to bring home the One Piece magic—turning curious passersby into passionate brand believers.

But our execution didn’t stop there. We launched an in-store roadshow at grocery outlets, where interactive games, free gyoza tastings that let attendees savor every crispy, juicy bite, and after-sale merchandise redemptions deepened engagement and sparked impulse purchases.

Online, our digital strategy turned every post into a vibrant experience. Clever parodies fused One Piece’s epic adventures with the allure of our crispy, juicy gyoza, sparking laughter and instant connection. Each post amplified our message, drawing millions of impressions and boosting engagement across social channels. By fusing humor, culture, and culinary delight, we transformed our online space into an immersive arena where tradition meets modern flair, inviting every fan on a legendary journey.

Fans flocked to our Buy & Win contest for a chance to win a trip to Japan and exclusive One Piece collectibles. This incentive ignited massive excitement and drove a surge in sales. Every purchase doubled as an entry, propelling demand far beyond projections. The contest transformed everyday transactions into thrilling opportunities, fueling a buzz that lifted sales to extraordinary levels.

The results spoke for themselves! Product sold out! Beating projections by a mile. Immersive event spaces drew massive crowds, proving the might of experiential marketing. Ajinomoto’s reputation as the leading purveyor of authentic Japanese Gyoza soared to new heights.

At Expert Media Global, our purpose is to merge love and logic in every campaign—sparking meaningful stories that enrich the world. By weaving the adventure of One Piece with Ajinomoto’s authentic flavor, we showed that even in a saturated market, a legendary tale paired with a legendary taste creates an irresistible phenomenon.