Chitato and TREASURE move beyond K-pop hype to inspire Gen Z to ‘Make The Wave You Lite’

Moving beyond K pop hype, Chitato and TREASURE turn authenticity into participation, giving Gen Z an invitation to express themselves their own way and make their own wave.

For Gen Z, authenticity is no longer just about being different. It is about having the confidence to define your own rhythm, your own expression, and your own way of leading.

For Chitato, the challenge was to strengthen its relevance and leadership among Gen Z while driving stronger engagement and sales through its collaboration with K pop group TREASURE.

“Our objective is quite simple. We want to make Chitato more relevant to Gen Z, while using the TREASURE collaboration to drive stronger engagement. So this is not just about having a big K pop collaboration. We want to make it meaningful for the brand,” said Harry S. Wibowo, Head of Marketing Snackfood Indofood Fortuna Makmur.

Click here to view the launch event film.

Rather than using TREASURE simply as a celebrity endorsement, Chitato saw an opportunity to connect the group’s personalities and journey with the brand’s belief in awakening Gen Z’s authentic leading spirit. The connection was also natural, with TREASURE already enjoying Chitato even before the campaign took place.

“Our strategic shift is from hype to habit. Instead of using TREASURE only to create attention, we want to use their authenticity to make Chitato part of moments Gen Z can actually relate to and participate in. The role of Chitato is to give them that small push to be themselves and follow their own rhythm,” said Duta Alami, Sr. Planner.

This strategic shift came to life through MAKE THE WAVE YOU LITE, an idea built around two sides of Chitato: WAVY and LITE. WAVY represents bold, energetic and expressive personalities, while LITE represents calm, grounded and low key confidence.

“The creative idea is Make The Wave You Lite. It’s a simple invitation. You don’t have to follow someone else’s rhythm. You can make your own. Wavy and Lite show two different ways of doing that. You can be bold and loud, or calm and low key. There’s no single template for being yourself. And that’s something we also see reflected in TREASURE, and we want the fans to feel that same spirit and be inspired by it as well,” said Richard Maramis, Creative Director, and Aufa Yovari, Creative Group Head.

The campaign was designed to move beyond the hero content. TREASURE brings cultural relevance and fandom, while fans bring participation. Chitato connects the two through social content, fan activities, community experiences, collectibles, gifts with purchase and purchase mechanics.

“From the campaign side, we want to make sure this works beyond the hero film. TREASURE brings the cultural power, fans bring the participation, and Chitato owns the platform that brings them together. So every touchpoint should ultimately help us build relevance, create engagement and bring people back to the product,” said Ezra Gabriella, Associate Business Director.

Ultimately, Make The Wave You Lite gives Gen Z an invitation to follow their own rhythm and make their own wave, with Chitato as the brand that brings that spirit to life.

Credits
Head of Marketing Snack Indofood: Harry Wibowo
Brand Manager: Erwin Susanto
Assistant Brand Manager: Nindya Mirillia
Assistant Brand Manager: Andriani Yuliasningrum

Chief Creative Officer : Anca sangadji
Chief Strategy Officer : Arya Kumbara
Chief Growth Officer : Amelia Pryana
Creative Director : Richard Maramis
Creative Group Head : Aufa Yovari
Design Creative Director : Rian Prasetyo
Design Creative Group Head : Herzugi Nanda
Sr. Art Director : Reynaldo Tantra, Tirta Perdana Jaya
Jr. Art Director : Aqilla Isna Rahmiati, Alicia Bernadette, Maria Anggita Prabarini, Tristan Ari Malano
Strategic Planner : Duta Alami
Associate Business Director : Ezra Gabrielle Febriemma
Senior Account Manager : Nada Salsabila
Account Executive : Aisha Nurchairani, Atiya Maitri
Head of Operation: Fifi Faizanur
Producer : Daesyi Hayon
Digital Imaging : Kristian Sulai
Illustrator : Bayu Sukoko, Suprianggun
FA Artist : Firman Stiawan
Project Officer : Ariyanti Sutono, Indah Lestari

United Creative : Deasy Nathalia, Elisabeth Suryani, Cindy Khuana
Korean Director : Kwan Ik Park
Indonesian Director : Syahiddhan
Production House : Sevenplus Creative Studio
Executive Producer : Andrew Foebebe
VFX & motion graphic : THECUTSHOP
Audio Post : Bluemagic audiopost
Production House : Ganesha Production House