![Cover image for [adidas: Instagram + Activations] adidas Korea: Turning Offl...](https://media.contra.com/image/upload/w_1100,q_auto/uxhe9tlnfrnxu83sedym.avif)
[adidas: Instagram + Activations]
adidas Korea: Turning Offline Energy into Social Stories
For the past few seasons, I’ve been leading social for two adidas Korea Instagram channels — one for performance, one for Originals. My sweet spot is where brand, content, and operations meet: translating global assets and live events into local stories that actually resonate with people in Korea.
From marathons and product launches to private community events, I plan how each moment will live online before it happens offline. That means one-take interviews, story formats that fans love to tap through, and wrap-up content that keeps the buzz going long after the event is over.
This work has been about more than just posting:
it’s about building a system that keeps a global brand human, local, and consistent over time.
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![Cover image for [Café & Bakery Visual Branding Series] Café & Bakery Visual ...](https://media.contra.com/image/upload/w_1100,q_auto/ygxchi6ftfxj8j5x2alg.avif)
[Café & Bakery Visual Branding Series]
Café & Bakery Visual Branding: Turning “Nice Places” into Recognizable Brands
I’ve had the chance to work with three independent cafés and bakeries to shape how they show up visually — not just on social media, but at the counter where people order and decide what to try.
Each space had its own personality: a wine-friendly café, a cozy bakery, and a local neighborhood spot. My role was to translate that feeling into tangible visuals — photos, menus, posters, signage — so that customers could feel the brand the moment they walked in, even before taking the first sip or bite.
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![Cover image for [Airbnb: 2 Listings] Designing Stays That Guests Actually Wa...](https://media.contra.com/image/upload/w_1100,q_auto/tx4zjnvefqxuziypilkd.avif)
[Airbnb: 2 Listings]
Designing Stays That Guests Actually Want to Rebook
Before working with big brands, I learned a lot about “experience design” by hosting.
I launched and managed two Airbnb listings from scratch — and treated them like tiny, living brands.
I handled everything from interior styling and photography to listing copy, pricing, and social media promotion. The goal was simple: make each stay feel so considered and warm that guests would both leave a great review and tell their friends. Over time, both listings reached Superhost status and maintained an average occupancy of over 90% per month.
It was a small operation, but it taught me something I still use every day:
details matter, and hospitality is one of the strongest forms of branding.
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![Cover image for [Christmas House: Character Brand Seasonal Pop-up] Christmas...](https://media.contra.com/image/upload/w_1100,q_auto/pt3phtr2xvhfvwaukgp5.avif)
[Christmas House: Character Brand Seasonal Pop-up]
Christmas House: From First Product Line to Full Seasonal Experience
“Christmas House” was a seasonal pop-up built to launch a production company’s first-ever global character product line. Instead of just placing products on shelves, we turned the space into a cozy, story-driven house that made people want to linger, browse, and collect.
I led the campaign end-to-end as PM — from concept and customer flow to merchandising and staffing. The activation not only achieved strong daily sales and steady visitor numbers, but also generated enough buzz to secure a sequel proposal for “Christmas House 2.”
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![Cover image for [Dream Theater: Insurance Gen Z Pop-up] Making Insurance Fee...](https://media.contra.com/image/upload/w_1100,q_auto/ghqendlyfsskdhv18kje.avif)
[Dream Theater: Insurance Gen Z Pop-up]
Making Insurance Feel Like a Dream (Literally)
Insurance isn’t the easiest category to make lovable — especially for Gen Z.
With “Dream Theater,” I joined an insurance brand’s journey to rethink how they show up to younger audiences through an experiential pop-up.
Instead of pushing products, we built an immersive space around dreams, goals, and “future me” moments. My role focused on the strategy and storytelling side: understanding Gen Z behavior, mapping the customer journey in the space, and making sure every touchpoint — from leaflets to digital signage — felt cohesive and emotionally grounded.
The result?
A pop-up that drew consistent foot traffic, triggered social conversations, and was later featured as a standout case of Gen Z-focused brand activation.
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![Cover image for [Gen Z Game Pop-up: Lucky Mercenary] A Game-Inspired Pop-up ...](https://media.contra.com/image/upload/w_1100,q_auto/xcmgnsxrel3adxgsapie.avif)
[Gen Z Game Pop-up: Lucky Mercenary]
A Game-Inspired Pop-up Where Almost Everything Sold Out
For a Gen Z-focused game IP, we set out to answer a simple question:
“What if the world inside the game could be experienced as a real shop?”
I led the campaign planning and PM work for the “Lucky Mercenary” pop-up, where in-game characters and items were translated into limited-edition merchandise. We designed the spatial flow like a real-life quest — from entrance, to display, to checkout — and fans responded immediately: pre-order slots sold out within minutes and daily visitors turned into daily buyers.
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![Cover image for [Disney+ Uncle Sam-sik Pop-up] From Screen to Street: Bringi...](https://media.contra.com/image/upload/w_1100,q_auto/bebnfzndrqmrx7wjqdhe.avif)
[Disney+ Uncle Sam-sik Pop-up]
From Screen to Street: Bringing a Hit K-Drama into the Real World
When Uncle Sam-sik, a Disney+ original series, started gaining serious buzz, the question became: how do we keep that momentum going beyond the screen?
I worked as PM on an experiential pop-up that extended the drama’s world into a physical space. We designed a store that felt like stepping into the story, and paired it with a highly shareable hashtag event.
The result: tens of thousands of visitors, a strong participation rate in the SNS event, and coverage in lifestyle and branding media.
I love projects like this because they sit at the intersection of content, space, and community — all things I care deeply about.
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