Through in-depth interviews and early-stage discussions, the team gained a comprehensive understanding of CHIMEI’s market positioning, industry context, and long-term vision. This process led to the definition of the exhibition’s core communication objective: clearly answering the question, “Who is CHIMEI?”

At the concept development stage, we retained and reinforced “A Step Up”, the core phrase that best represents CHIMEI’s brand spirit. As the tagline itself is relatively abstract and may be difficult to grasp in a fast-paced exhibition setting, it was further articulated into six concrete dimensions—A Step Up for Green, for Solution, for Life, for Trust, for Future, and for Our World—which became the foundation for exhibition messaging and content development, allowing the brand concept to be clearly understood and extended.

With the exhibition theme defined, video was adopted as the primary storytelling medium. Geber produced a key visual motion, developed by integrating the six narrative dimensions, transforming abstract brand ideas into vivid and emotionally engaging visual content.

In another hand, we collaborated with visual production partner RTTA Studio to produce CHIMEI brand videos and the promotion videos. The content focused on CHIMEI’s commitment to sustainable materials, innovation in manufacturing processes, and technological capabilities, while also highlighting its long-term contributions to society and culture—such as the CHIMEI Museum and CHIMEI Hospital—reflecting the brand spirit of A ****Step Up for the World.

Recognizing today’s audience preference for dynamic and immersive visual content, video assets were strategically deployed before, during, and after the exhibition. These materials were further adapted into short-form videos for LinkedIn promotion and continued use after K Show, extending content longevity and building long-term brand assets.

The exhibition booth was jointly developed by CHIMEI Corporation, exhibition design partner King One, and Geber. By integrating brand strategy, exhibition themes, and practical design requirements, we developed a multi-layered, two-story booth structure that balanced visual impact, spatial flow, and functional usage within a limited footprint.

Responding to sustainability and carbon neutral trends, the booth adopted a “less is more” design approach. Material displays were streamlined, allowing more space for meetings, presentations, and professional exchanges, ensuring that the final execution aligned with the overall strategic direction and exhibition experience goals.

In addition, the exhibition key visual was extended into a naked-eye 3D installation. Through dynamic and immersive visual effects, the installation captured visitor attention and strengthened recognition of the CHIMEI brand and its sustainable product line, Ecologue, becoming one of the exhibition’s most distinctive experiential highlights.

To reinforce the overall exhibition concept and ensure a consistent online-to-offline experience, a range of exhibition materials and gifts was developed, including CHIMEI Museum–inspired pen packaging, name badges and lanyards, and tie clips. These items translated the brand spirit into tangible details across various touchpoints.

In consideration of international exhibition norms regarding privacy and image rights, “No Photo Please” stickers and signage were also designed, offering visitors a more respectful and comfortable exhibition experience.

As the most influential social platform in the B2B space, LinkedIn played a key role in connecting online and on-site exhibition communication. In response to K Show’s international audience, a LinkedIn marketing strategy was structured around the exhibition timeline, ensuring continuous accumulation of brand visibility and engagement before, during, and after the event.

Content planning adopted a multi-format approach, including single images, Document (PDF) posts, long-form videos, and short videos. Pre-show content focused on exhibition information and theme video exposure, while during the exhibition, interview clips with speaking partners and daily recaps conveyed on-site atmosphere and professional insights to online audiences in real time.

Advertising strategies were also adjusted by exhibition phase: broad awareness campaigns before the show, engagement-focused ads during the event, and retargeting after the exhibition to reconnect with previously engaged audiences. This approach ensured exhibition momentum continued beyond the show itself.

By integrating online social communication with on-site exhibition experiences, CHIMEI successfully established a highly consistent and recognizable brand presence at K Show. During the exhibition and promotional period, CHIMEI achieved over 3,000,000 impressions on LinkedIn, generated more than 72,000 engagements, and gained over 400 new followers within a short timeframe—demonstrating effective reach and engagement among international industry audiences.

On-site, the CHIMEI booth attracted more than 1,000 international visitors, including potential customers, partners, industry professionals, and media representatives. Many visitors expressed strong interest in the booth’s visual presentation and professional presentations, further strengthening perceptions of CHIMEI’s expertise and sustainability commitment. As its first independent booth at K Show, CHIMEI successfully articulated a clear brand positioning and demonstrated its ambition in the global market within a highly competitive international exhibition environment.