Gushcloud heads to Coachella with brand activation

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Gushcloud International is heading to Coachella with its own activation for its wellness brand HANJAN. Named the HANJAN OASIS, the activation is exclusive and invite-only, and follows the launch of the HANJAN Recharge Jelly in the US – touted to be a hangover protection supplement which promotes natural alcohol defense and liver health.

HANJAN was founded by a team of women from Singapore, Philippines and Korea. The brand offers a range of products to support active lifestyle. This activation is held alongside sister company, Summer International, a social brands incubator and distribution company.

“As the world begins to open up, two of our business units - IP and Commerce decided to launch one of the brands that we co-own at the largest influencer festival in the world, Coachella. It would be the first time a Singaporean company organised a relatively large scale brand activation activating more than 500 influencers at Coachella. My team and I are extremely excited to be hosting some of the world’s largest Asian influencers and content creators at HANJAN OASIS,” said Joanne Liew, head of IP and studios unit, Gushcloud International.

The inaugural HANJAN OASIS will host special invited influencers and VIPs including Nicole Scherzinger, Bia, Bretman Rock, Qveen Herby, Mo Heart, Amanza Smith.

Additionally, the event will see Gushcloud and Summer International partner with NFT artist and crypto investor Cordell Broadus to launch the Champ Medici Lounge. “As Gushcloud grows, it was important for us to do two things: Build more experiential brand activations for influencers and build communities in the Web3 space,” said Althea Lim, co founder and Group CEO of Gushcloud.

“Hence, we decided to partner Cordell Broadus (Champ Medici) and the Medici Family to launch the Champ Medici Lounge at HANJAN OASIS at Coachella this year. This will allow us to be at the forefront of Web3 so that we can assist the brands and talent that we work with to navigate this new territory smartly,” said Lim.

Separately, in March last year, Gushcloud signed with key cast members of Netflix's Originals series, Bling Empire, to represent them for key brand deals in the Asia Pacific territory. In a statement to MARKETING-INTERACTIVE then, Gushcloud's CEO Althea Lim said that the stars would be endorsing brands spanning across luxury, beauty, fashion and lifestyle sectors. However, they were unable to divulge the specific brand names. These members that Gushcloud signed with include Singapore’s Kane Lim, as well as Chinese American Cherie Chan. Concurrently, the agency will also be assisting in managing and building up these cast members’ social media platforms in China, starting with Lim first. This was in line with Gushcloud's expansion into China, after partnering with four Chinese social media platforms - Bilibili, Weibo, Xiaohongshu and Douyin.