Genki Sushi teams up with Japanese illustrator to help fundraise for youths in need

Genki Sushi has partnered with Japanese illustrator Keigo to unveil a series of exclusive illustrations and limited-edition premiums while all proceeds from the premiums will be donated to Youth Outreach to help at-risk youths. 

As the first collaboration in 2024, the sushi brand said it is partnering with Keigo, who has a million followers on Instagram, to heal the customers through its unique artwork with humorous quotes and Okuta Kun and Tokuchan characters, Genki’s own brand mascots.

From 26 February to 31 March, the set of five limited-edition plates featuring a different style will be released over a period of five weeks, with the redemption period of each plate lasting for a week. Meanwhile, the tote bag is exclusive to customers who order via the “Genki Suhi online ordering” platform. 

All proceeds from the plates and tote bags will be donated to Youth Outreach, an organisation that aims to help teenagers facing difficulties or crises rebuild their self-esteem and confidence.

In a conversation with MARKETING-INTERACTIVE, Genki said that this collaboration campaign targets teenagers, university students, young adults and young families as it hopes to provide opportunities for teenagers in need through the network and support services of Youth Outreach, thereby guiding them back on track and infusing their lives with the brand’s positive energy.

On top of the collaborative products, the brand is also releasing brand-new collaborative illustrations and videos on its Facebook and Instagram pages, asking netizens to share their resonant moments of daily life and releasing stress to “live the Genki life” together. 

Apart from the social media channels, this campaign will also include influencer engagement and ATL marketing in its promotion.

Don't miss: Genki Sushi's campaign recalls important moments in life with HKers

Back in October last year, Genki Sushi launched a brand campaign showcasing the important moments in life that the brand has shared with HongKongers throughout the years.

Embodying the brand’s spirit of “living the Genki life”, Genki Sushi took everyone on a journey of life’s important moments through the campaign, highlighting the power of connection between great sushi and life. The campaign targeted young families with children, university students and young adults.

Related articles: 
Genki Sushi's campaign recalls important moments in life with HKers
Genki Sushi SG among 5 companies fined by PDPC over personal data breach
Restaurant chain Sushi Tei ceases operations in Malaysia, Penang and Ipoh outlets to remain