It’s all about how an apparel maker is redefining that pair of jeans you’re wearing today. 

Finance presenter Chua Tian Tian was away for the past week attending “Levi’s Women Experience FOR EVERY ORIGINAL” series of pop-up events in Tokyo and Seoul. 

The pop-up experiences aim to celebrate the women who continue to redefine originality today, and is part of Levi’s ongoing efforts to drive growth among female shoppers, a demographic it sees great promise in. 

And at the heart of the campaign is the company’s global brand ambassador ROSE from K-pop girl group Blackpink, whose authenticity, creativity and self-expression Levi said embody the spirit of a modern female Original.

ROSE made a special appearance at the pop-up in Tokyo prior to its opening.

And in this “On the Go” Special episode of Under the Radar, Tian Tian shares what happened at the pop-ups she visited, including one with a media photo call with ROSE.

She also spoke with Kenny Mitchell, Chief Marketing Officer; Gianluca Flore, Chief Commercial Officer; and Vicky Skelton, Managing Director for East Asia Pacific at Levi Strauss & Co.  on how the firm is internalising consumer trends across markets, and utilising cultural moments, brand ambassadors, pop-culture as well as its heritage to capture the hearts of the next generation of female denim wearers.

It&rsquo;s all about how an apparel maker is redefining that pair of jeans you&rsquo;re wearing today.&nbsp;
Finance presenter Chua Tian Tian was away for the past week attending &ldquo;Levi&rsquo;s Women Experience FOR EVERY ORIGINAL&rdquo; series of pop-up events in Tokyo and Seoul.&nbsp;
The pop-up experiences aim to celebrate the women who continue to redefine originality today, and is part of Levi&rsquo;s ongoing efforts to drive growth among female shoppers, a demographic it sees great promise in.&nbsp;
And at the heart of the campaign is the company&rsquo;s global brand ambassador ROSE from K-pop girl group Blackpink, whose authenticity, creativity and self-expression Levi said embody the spirit of a modern female Original.
ROSE made a special appearance at the pop-up in Tokyo prior to its opening.
And in this &ldquo;On the Go&rdquo; Special episode of Under the Radar, Tian Tian shares what happened at the pop-ups she visited, including one with a media photo call with ROSE.
She also spoke with Kenny Mitchell, Chief Marketing Officer; Gianluca Flore, Chief Commercial Officer; and Vicky Skelton, Managing Director for East Asia Pacific at Levi Strauss &amp; Co. &nbsp;on how the firm is internalising consumer trends across markets, and utilising cultural moments, brand ambassadors, pop-culture as well as its heritage to capture the hearts of the next generation of female denim wearers.

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We speak with businesses, industry leaders, venture capitalists and startups on their assessment of the business environment they're in, and what the future holds for them.

Under The Radar

Under the Radar: (SPECIALS) On the Go in Tokyo and Seoul — How is Levi’s capturing the hearts of its next generation consumers through its pop-ups featuring K-pop icon ROSE? It’s CMO and CCO explain.