With the news that G-Dragon will be coming to Hanoi in June 2025, F&B brands are quickly "catching the trend" to welcome the leader of BIGBANG. The image of a "petalless chrysanthemum" on his lightstick is especially used by brands to create connections with fans. This event promises to create a vibrant wave not only in the fan community but also in the food service industry in Hanoi.
A coffee and cake brand has quickly caught up with the trend by launching a special series of cakes with chrysanthemums on top. Instead of choosing the easy path like many other brands - simply choosing a typical product to make buds and attach petals through modern editing software, this shop took a bolder move, deciding to turn all products into petalless chrysanthemums like G-Dragon's lightstick.
The petalless daisy lightstick is the inspiration for many brands.
The shop's unique creativity with a cake collection to welcome G-Dragon
Specifically, they drew on cakes, made shapes with croissants and macarons, and even molded chocolate daisies to decorate macarons.
Many other stores and brands quickly caught up with this event with unique poster designs. Images with the symbol of chrysanthemums or slogans implying “Mr. Long” flooded social media platforms. Flower buds shaped like burgers, pearls, sweet potatoes, and cups of water with small flowers all attracted the attention of young people.
The appeal of BIGBANG's leader cannot be denied.
In addition to creating directly on the product, many other brands have followed the "Mr. Long" trend with humorous collages associated with food and drinks. Notably, the flower image was created from 8 glasses of cold draft beer, with a plate of properly boiled peanuts in the middle. These unique contents were quickly spread by the online community.
Spicy noodle brand Sasin has made an impressive trend with a photo of G-Dragon's signature daisy flower, cleverly created from eggs and noodles. This passionate and creative trend-catching move quickly attracted a lot of interactions, because it was both humorous and timely.
Spicy noodle brand with impressive trend catching
Meanwhile, Universal Tea (U:Tea) not only stopped at "calling Mr. Long's name", but also impressed with a charming wordplay: 20% off the oolong tea menu if customers read the code "I'm Mr. Long".
Within just a few hours of launching the promotion, U:Tea's post received a lot of interactions, proving the appeal of trendy content that is both creative and sophisticated, and also very generous in the brand's promotions.
The unique and creative designs not only attract attention but also touch the hearts of fans, creating a strong wave of response. Many people were amazed by the products that are not only sophisticated, bearing the idol's mark but also full of outstanding aesthetics and creativity. Under the online posts, hundreds of comments expressed their excitement and admiration: "Extremely beautiful, just looking at them you can tell they are true G-Dragon fans!", "Want to take pictures before eating", or "So cool, following the trend is so cool!".
This widespread interest not only shows G-Dragon's appeal but also reflects how Vietnamese brands have cleverly connected with consumers' emotions through personalized products.
This enthusiastic interest not only affirms the undeniable appeal of G-Dragon - a cultural icon with far-reaching influence - but also reflects a remarkable trend: Vietnamese brands have been skillfully connecting with consumers' emotions through creating highly personalized products, fully exploiting unique fandom culture. This is a clear demonstration of Vietnamese businesses' ability to understand customer psychology and their acumen in capturing market trends.
The F&B (food and beverage) industry is increasingly demonstrating its incredible agility and flexibility in approaching customers. In particular, creative trend-following marketing has become an effective strategy, helping brands create a big buzz. From meticulously designing posters inspired by idols, to creating dishes shaped like fandom symbols, cafes and restaurants have turned trends that seemed to only exist on social networks into unique culinary experiences.
