Blue Girl Beer Dai Pai Dong Party with Immersive Activation

The Challenge

Blue Girl Beer partnered with LORE to redefine its brand experience aimed at attracting a younger audience in Hong Kong while honouring its heritage and positioning itself as the city’s leading beer. The initiative for this flagship brand experience focused on appealing to Gen Z through education on its dual‑malt formula and immersing attendees in a vibrant cultural moment reflective of Hong Kong. The Blue Girl brand wished to connect beyond its loyal core drinker’s base. The experience must feel authentically “retro Hong Kong” yet be unmistakably modern, young, social and shareable.

The Strategy

LORE’s strategy leveraged a growing nostalgia for retro Hong Kong already trending with younger generations and tested by Blue Girl by reinterpreting the Dai Pai Dong as a vibrant playground for Blue Girl, incorporating Cantopop-disco music and a sensory experience of the brand’s “Real Refreshing Taste”. The signature event would serve in the future as a platform for deepened authentic storytelling of joy. The selection of The Watermark, a venue with stunning 270-degree views of Victoria Harbour, targeted young professionals in search of fresh culturally relevant experiences.  

Journey Design

Zone 1 – TASTE

Guests entered through a curved LED tunnel into an infinite barley field, where synchronised light, malt scents, and soundscapes illustrated the dual-malt formula. This sensory space educated on Blue Girl’s lighter malt freshness to the richer depth of darker malts. Next, the 4‑metre LED wall with floor extension amplified the duality in motion for a dramatic cinematic and photogenic moment that anchored the sensory narrative from grain to glass.

Zone 2 – TASTE THE MOMENTS

This reimagined Dai Pai Dong featured neon signs, metal gates, vintage soda crates and bamboo scaffolding and was the social heart of the experience. This zone embedded Blue Girl into youth nightlife rituals for a celebration through tactile, shareable moments: a tattoo salon; beer tastings paired with street snacks; mahjong games; six high-energy Cantopop disco performances featuring some of the city’s top DJs on a trolley-inspired funky stage; and a stand-up comedian. Authentic unscripted interactions and shareable engagements through Insta-worthy moments maximised social media exposure as guests turned into disco dancers for nights to remember.

The LORE team engineered the multi-zone crowd flow across six sold-out sessions over three nights, ensuring a seamless journey from immersive education to celebration. LORE led the project end-to-end—from concept and experience design, venue search, production, technical and project management to the on-site execution—collaborating with Blue Girl’s team for on-site service.

Results 

Across three nights, the sold-out event campaign attracted 990 attendees, with significant social media impact. The KOL and micro‑influencer strategy amplified the buzz, reach and engagement on social platforms (detail numbers to be provided on demand). This success reinforced Blue Girl’s relevance among the new generation of drinkers, extending the experience’s reach beyond the venue. 

Accolade

“Thank you LORE team for your amazing effort in preparing such a fantastic event! The success is evident on every guest's face, filled with happiness and enjoyment for our Blue Girl Beer. The vibe was wonderful, and the operations ran smoothly. We truly appreciate your input on every single detail and flexibility with the final adjustments, which allowed us to deliver everything we planned. With two more days to go, let’s keep the momentum going! Looking forward to an exciting finish!”

Head of Marketing, Jebsen Beverage, Beer Division