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BellyWellyJelly takes Kāi to the next level

Kāi is a brand launched in July 2017 by Christabel Chua (@bellywellyjelly), an established fashion and lifestyle influencer in Singapore.

The name “Kāi” was derived from a mandarin word 开 and 开心 which means openness and happiness respectively; reflecting the founder’s vision to encourage positivity to the users of the products. The brand’s default hashtag #yourvitaminhappy also encourages customers to tag the brand in their unboxing and OOTD posts.

The brand’s product lines cover novelty pouches, bags as well as stationery items such as stickers and annual planners. True to its happiness vision, the products are whimsical and cute with mostly pastel colours which appeals to Christabel’s millennial audience.

For each product launches, Kāi will post teasers, sneak-peeks, unboxing and users’ review videos on their Instagram page (@iamkai.co) for followers engagement. Additionally, Christabel will record insta-stories for the brand explaining in length the features and ideas behind each item such as the double zip for functionality, the number of items that can fit in and the embossed logo.

Recently, Kāi had launched the Sushi collection – a line of pouches and bags inspired by Christabel’s favorite food items during her travels to Japan. The collection as pictured on top of this article was launched online on Nov 9th, 2019 followed by a private launch party held at Hvala on Nov 16th attended by various influencers such as @preetipls and @mingbridges.

The Insta-stories posted by influencers and brand was consolidated as highlights on Kāi’s Instagram account, where you can spot the lookbook for the Sushi collection. The photo-shoot of the brand and product images were aptly conducted in Japan, to which Christabel has posted behind-the-scenes content on her own Instagram crediting partners such as H&M for the outfit.

In the weeks following launch, a number of influencers received Sushi collection items from Kāi and Christabel after which they would post unboxing insta-stories as well as an accompanying  unique discount code for their followers. 

In 2019 alone, Kāi has completed 3 collaboration with brands such as Starbucks to launch dessert-themed accessories, stickers packs for Etude House as well as a travel set collaboration with skincare brand RE:ERTH and local nail wraps brand @nodspark.

The reception for the collaborations was great, especially for Starbucks and  Kāi collaboration where items were sold out within days and the brand had tapped on Instagram followers to send out stock updates at the followers’ nearest Starbucks outlet.

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