Client: Nexus Pharma Co., Ltd.
Event: Glutanex Product Launch 2023
Location: Siam, Bangkok
Duration: 2 Days

Executive Summary

Jabu Events partnered with Nexus Pharma Co., Ltd. to deliver the Glutanex Product Launch 2023 in Bangkok — a two-day activation featuring press conferences, product showcases, celebrity experiences, and fan engagement. The event starred Korean superstar Song Ji-hyo, drawing over 20,000 attendees and massive media attention for this product launch in Bangkok. Despite last-minute confirmation and complex logistics, Jabu Events executed a world-class launch that combined brand storytelling, entertainment, consumer engagement, and sales activation into one seamless experience.

Client Background

Nexus Pharma Co., Ltd. is an international pharmaceutical company with a strong presence across Asia. For its Glutanex skincare line, the brand needed a high-impact product launch in Bangkok, Thailand to:

• Strengthen visibility in the competitive skincare & K-beauty market.

• Drive consumer awareness and engagement.

• Convert excitement into direct product sales.

Target Audience:

• Media & press representatives

• Thai consumers & K-beauty enthusiasts

• Fans of Song Ji-hyo

• Industry stakeholders & distribution partners

The Challenge

• Short Confirmation Timeline

• While Jabu Events prepared 2 months in advance however the client confirmed only 2 weeks before launch.

• This compressed the window for vendor alignment, approvals, and final logistics.

• Night-Only Setup at Siam

• Siam is a high-traffic venue during the day, meaning all stage, booth, and production work could only happen overnight.

• The team had to complete large-scale installations in a single night while ensuring flawless readiness for morning activities.

• Crowd & Fan Management

• Hosting 20,000+ attendees required robust crowd flow, registration systems, and safety management.

• Fan expectations for memorable celebrity interactions added further complexity.

• Cross-Cultural & Celebrity Coordination

• Managing an international pharma client alongside a Korean celebrity guest.

• Required bilingual communication (Thai–English–Korean) and top-tier security protocols.

Our Solution

Strategic Approach
Jabu Events provided end-to-end management: event planning, technical production, bilingual coordination, and sales-linked engagement.

Execution Highlights:

• Day 1 – Press Conference & Arrival

• Coordinated Song Ji-hyo’s arrival & hospitality.

• Hosted press interviews, media briefings, and content creation.

• Day 2–3 – Public Launch & Fan Engagement

• Staged the main launch at Siam with booths, interactive activities, and merchandise sales.

• Managed purchase-driven campaigns: product buys linked to fan access (autographs, handshakes).

• Conducted fan meet sessions with secure and smooth flow.

• Day 4 – Closing & Finale

• Continued sales activations and booth activities.

• Added unique fan moments: Song Ji-hyo selected heartfelt fan notes and invited one fan on stage.

• Concluded with autograph sessions and merchandise highlights.

Technology & Production:

• Stage, LED displays, lighting & sound systems.

• Booth design, sales systems, and fan engagement zones.

• Bilingual coordination (Thai–English–Korean) across stakeholders.

Results

• Attendee Impact: Over 20,000 fans participated; feedback praised the event as a once-in-a-lifetime experience.

• Media Coverage: Wide exposure across press, KOLs, influencers, and international outlets.

• Client Satisfaction: Nexus Pharma praised Jabu Events’ professionalism, creativity, and flawless execution under pressure.

• Sales Activation: As a result of purchase-linked campaigns, sales were directly boosted while simultaneously strengthening brand affinity.

Key Takeaways

The Glutanex launch proved Jabu Events’ ability to:

• Deliver seamless end-to-end coordination under extreme time pressure.

• Execute overnight large-scale setups in one of Bangkok’s busiest districts.

• Manage celebrity security, fan engagement, and cultural communication at scale.

• Blend brand storytelling with measurable sales impact.

Conclusion

The Glutanex Product Launch 2023 brilliantly exemplifies Jabu Events’ strength in delivering world-class product launches, even when faced with complex challenges. Moreover, by seamlessly integrating media, sales, and fan engagement into one unforgettable experience, Jabu Events not only elevated Nexus Pharma’s brand presence in Thailand but also significantly deepened consumer loyalty. Jabu Events – World-Class Experiences. Flawlessly Executed. End to End. Jabu Events – World-Class Experiences. Flawlessly Executed. End to End.

Jabu Events – World-Class Experiences. Flawlessly Executed. End to End.