[Case Study] Inbound Promotion with Sofuren and a Taiwanese KOL: Traditional Chinese Video Across Three Platforms, About 25,000 Views on Facebook

CAPSULE, which supports the overseas expansion of Japanese IP and brands, planned and produced a tie-up video for Sofuren Co., Ltd. aimed at the Taiwanese market, featuring the Taiwan-born creator "日本九州圏(Nihon-Kyushuken)."

The video was filmed at the Sofuren main store (Hita City, Oita Prefecture), known as the birthplace of Hita yakisoba (stir-fried noodles), produced in Traditional Chinese, and rolled out across three platforms: Instagram, Facebook, and YouTube Shorts.

CAPSULE provided end-to-end support, from concept development and creator selection to content production, social media distribution, and paid advertising, in order to build awareness in Taiwan and drive store visits by Taiwanese travelers coming to Japan.

Showcasing the Birthplace of Hita Yakisoba Together With a Taiwanese Creator

The creator selected for the campaign, "日本九州圏," shares Kyushu's lesser-known travel spots and food culture from both a foreign visitor's and a local resident's point of view. Rather than a simple food review, the video was structured to convey, through both visuals and sound, the craftsmanship of grilling the noodles on an iron griddle and the crisp snap you hear the moment you take a bite.

The post also introduces Hita yakisoba as a soul food that has been loved locally for more than 70 years, as well as the cooking method of coating the noodles in a secret sauce and stir-frying them quickly over high heat.

Simultaneous Rollout on Three Platforms to Reach New Audiences in Taiwan

The same video was published simultaneously on Facebook, Instagram, and YouTube Shorts.

Facebook advertising was also run alongside the posts, securing broad reach centered on Taiwan's urban areas. This made it possible to reach different viewer segments on each platform and to spread the content to new audiences beyond existing followers.

From Video Views to Store Visits: A Limited-Time Offer to Drive Foot Traffic

The post announced a fans-only offer: show the video on your screen when ordering at the Sofuren main store and receive one fried egg for free.

By encouraging viewers to save the video and stop by on their next trip to Oita, the campaign created a path from watching on social media to visiting the physical store.

The post also mentions that shelf-stable and frozen versions of the product are sold at the store.

Building Brand Presence in the Taiwanese Market Through Traditional Chinese Content

In this campaign, the appeal of Hita yakisoba was communicated to travel-minded audiences in Taiwan through the perspective of a Taiwan-born creator and content in Traditional Chinese. Beyond building awareness on social media, combining the content with an in-store offer redeemable by showing the video made this an inbound campaign designed to carry viewers all the way from "watching a video" to "visiting the store while in Japan."

CAPSULE will continue to support communication across borders through social media, so that Japanese IP and brands can deliver their greatest value in global markets.