3 Miền - Sister Who Make Waves

To shift away from outdated brand perceptions, 3 Miền became the main sponsor of Chị Đẹp Đạp Gió 2024 (Vietnamese version of Sisters Who Make Waves). The sponsorship allowed the brand to elevate its image by aligning with empowered, modern women and showcasing its premium product features.

We crafted innovative product placement (PPL) segments for Chị Đẹp Đạp Gió 2024. These segments seamlessly integrated 3 Miền into the show, ensuring high visibility and engagement while maintaining authenticity. The creative direction highlighted the brand’s premium qualities, resonating with urban audiences and reinforcing its modernized identity.

Known as the most popular hangout spot in Chị Đẹp Đạp Gió, the 3 Miền Noodle Lounge offered more than just hot bowls of noodles — it became a versatile space full of charm and energy. From tasting sessions and “cheap moment” selfies to dance practice and downtime chats, it captured some of the most memorable interactions on the show.

This original mascot was created as a light-hearted, memorable character that brought instant recognition to the brand. By interacting with cast members and appearing across media assets, Bé Đẹp 3 Miền helped humanize the brand and boost audience connection.

This original mascot was created as a light-hearted, memorable character that brought instant recognition to the brand. By interacting with cast members and appearing across media assets, Bé Đẹp 3 Miền helped humanize the brand and boost audience connection.

Custom digital assets, including packshots and promotional visuals, were designed to ensure brand consistency across Chị Đẹp platforms. These assets highlighted 3 Miền’s USPs— rich broth and chewy noodles — while maintaining a cohesive, premium aesthetic, significantly boosting brand recognition among urban viewers.