In an era where social media influences every aspect of consumer behaviour, the quest for quality and a healthy lifestyle leads young shoppers not only to evaluate a product's functionality and quality but also to delve into the culture and stories behind it. Against this backdrop, Soon Thye Hang, a venerable Malaysian brand with over half a century of history in the seafood industry, has ingeniously leveraged influencer marketing strategies to transform traditional seafood culture into a trendy and healthy choice for the younger generation. This innovative move has not only rejuvenated Soon Thye Hang’s image among young consumers but also sparked widespread interest and discussion on social media, showcasing the brand's unique ability to bridge tradition with modernity and connect with both older and younger generations alike.

Collaborating with a range of influencers beloved by youths, Soon Thye Hang utilised popular platforms like Xiaohongshu, Instagram, and TikTok to present its high-quality seafood, ginseng, and wellness products through engaging and fun short videos. These influencers seamlessly integrated Soon Thye Hang’s offerings into various everyday scenarios, from cooking tutorials to healthful eating discussions and stories about the culture behind seafood delicacies. This approach not only significantly boosted Soon Thye Hang’s visibility and appeal but also sent a clear message to young consumers: seafood is not just traditional cuisine but a modern choice for a healthy lifestyle.

Soon Thye Hang’s successful foray into the young market can be attributed to its sharp market insights and innovative marketing approaches. The brand understands that today’s youth place a high value on health and quality of life, looking beyond taste to the cultural and value-driven stories behind their food choices. Thus, Soon Thye Hang not only focuses on improving product quality but also partners with influencers to narrate the brand's story in a manner that resonates with young people, showcasing the diverse values of its products.

Moreover, Soon Thye Hang has demonstrated its ability to connect emotionally with young consumers through its festive marketing campaigns. For instance, in alignment with International Women's Day, the brand launched gift sets featuring bird's nest and fish maw essence, catering to the gifting needs of the holiday while conveying a message of love and health. Additionally, the marketing team organised a "April Promotion - Care 4 Health”, carefully selecting a series of wellness products that further strengthened the emotional bond between Soon Thye Hang and its young consumers, making the brand a meaningful gift choice.

The success of Soon Thye Hang stems from its keen sensitivity to market trends and a deep understanding of consumer needs. As society progresses, young people's emphasis on health and quality of life continues to grow. By offering natural and healthful seafood products, Soon Thye Hang meets this market demand. At the same time, the brand actively engages with consumers on social media platforms, gathering feedback to continuously refine its products and marketing strategies.

The meticulously planned marketing activities, from creative videos to targeted festive promotions, have greatly enhanced Soon Thye Hang’s brand recognition among young consumers. More importantly, these efforts have forged a deep emotional connection between consumers and the brand. Soon Thye Hang’s successful transformation has breathed new life into the traditional brand, setting a valuable example for the industry on how to reconnect with young consumers and win their favour in the market.

Soon Thye Hang recognizes that utilising influencer marketing strategies is essential in keeping up with current shopping trends.

The marketing team of Soon Thye Hang will select special dates to promote a curated range of health and wellness products on their official website.

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Contact Person: Soon Thye Hang
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Country: Malaysia
Website: https://soonthyehang.my/