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Sub-culture Immersion at The Cathay’s J-Obsession 2016

All things Japanese took centre stage at The Cathay’s seventh edition of its highly anticipated J-Obsession event.
By employing a multi-pronged PR strategy that focused on targeted media pitching and key influencer engagement, The Good Folks created
pre-event and on-ground hype and secured approximately half a million dollars worth of PR coverage within a short span of two months.

The Cathay J-Obsession 2016 The Cathay J-Obsession 2016 The Cathay J-Obsession 2016 The Cathay J-Obsession 2016

The Cathay’s J-Obsession 2016 was a three-day tribute to the quirkiest, kookiest and most creative of Japanese culture. The seventh edition of the annual event by The Cathay was a sub-culture explosion as international and local cosplayers and musicians came together for a weekend soaked in the best of manga, anime and J-pop.

From cosplay parades and competitions to performances and guest appearances by some of Japan’s most popular artistes and cosplayers like Asahi Martha and Anzu Manaka, and music extraordinaire Osamuraisan, The Cathay’s J-Obsession 2016 was a power-packed weekend of the most colourful side of Japan.

The Good Folks was engaged to manage public relations work for the event, including media material development, media pitching and facilitation of interviews. PR value for the project reached approximately half a million dollars in a short span of two months, with in-depth features on participating cosplayers and extensive post-event photo coverage across main dailies like The Straits Times, Lianhe Zaobao, The New Paper and many other social media platforms.

Credit: Photography by Emerson Yang and Wong Han Siang