Lami is a Chinese electronic cigarette brand that quickly rose to No.1 in Japan’s e-cigarette category right after its launch, gaining strong initial traction.
As the brand entered the Korean market, it urgently needed to establish a consistent brand identity, secure retail partners, and build a structured social media presence.
However, in Korea, the e-cigarette market is highly competitive, and Lami’s messaging was barely visible across SNS, leaving consumers unfamiliar with the product’s flavors, functions, and unique appeal.
Therefore, Lami required a strategy that strengthened both experience-based content and social branding during its early market entry.

To help Lami build trust and expand distribution channels in Korea,
we developed a marketing framework centered on:
‍Influencer-driven UGC + social branding + early retail performance acceleration.
‍Leveraging the brand image validated in Japan, we rebuilt Lami’s Korean presence with a juicy, crisp, everyday-refresh visual tone, delivering a sense of safety, trust, and trendiness.

1) Influencer-Led Trial Campaign & Review Acquisition
・Secured large volumes of UGC from Korean lifestyle and smoking-alternative audiences
・Created real-experience review content focusing on flavor, design, and usability
・Generated virality through launch giveaways and free-trial events

‍2) Instagram Branding Tone & Social Management System
・Unified Instagram tone & manner with clean, minimal, monotone visuals inspired by Lami’s success in Japan
・Strengthened brand identity with informational content on flavors, lineups, and product design

‍3) Korean Online Store Launch & Performance-Driven Sales Growth
・After opening the official store, integrated SEO for initial traffic + IG/FB performance ads
‍・Began wholesale distribution to Korean vape specialty stores and unmanned vape shops
・Connected store reviews and in-shop content to increase purchase conversion trust