Monja Moheji
Social Media Strategy / Restaurant Opening / Teaser Content / Videography / Photography
From tokyo with love
The challenge
OUR IDEA
Ever heard of Monjayaki? Well neither had we. But it turns out it's a gem, so local and niche that even many Japanese people barely know it. So it came as an exciting surprise when Japan's #1 monjayaki restaurant decided to open its very first venue in Bangkok, which was also its first-ever location outside Japan.
So here in Bangkok the situation was:
- Awareness = zero
- Excitement = low
- Monja = what's that?
Just the kind of challenges we love.
Let's not play the "oh, fresh from Japan" card shall we? Done and done before.
Nothing exciting there. What struck us instead was how to eat it (you'll see, later). It's built around gathering, sharing food, with all the gimmicks our local audience loves: small bites, easy-going vibe, sharing, picking, mixing, seasoning. If we could bring that experience to life, we'd have an instant connection with a crowd that's always on the hunt for cool, casual places to call their after-work home.
We had our angle.
From "Monja? What's that?" to queues around the block and a second location within six months. Not bad for a dish nobody knew.
By combining social-first content, creator advocacy, and a strong understanding of local culture, we helped transform an unfamiliar Japanese specialty into one of Bangkok's most talked-about dining experiences.
The results
8.8M
Content
Views
+175%
Saves and
Shares (MoM)
top 3%
Of restaurants in BKK
Social media performance
120 KOL/KOC/Influencers collabs over 6 months
Barter partnerships with sponsored native content
1 CTA: the latest must-see experience in BKK - soft sell
How to keep
the momentum
alive?
You turn first-time visitors into regulars. As awareness grew, our focus shifted from introducing monjayaki to making Moheji feel like it belonged. We leaned into social-first storytelling, tapping into trends, local behaviours, and the kind of content people were already engaging with every day.
The goal was to blend seamlessly into Bangkok's social culture with social-savvy, trendy content striking the right tone of voice.
It was about making Moheji feel less like a destination and more like a familiar favourite. The kind of place you think of after work, suggest to friends without thinking twice, and keep coming back to.
The goal was no longer to explain what monjayaki was.
It was to make people feel like Moheji had always been here.
OUR response
Make it bold. Make it social. Make it impossible to scroll past. No one wants to eat in a restaurant that feels empty or soulless, so our priority was to create content people could instantly see themselves in. Not just food shots, but REAL moments. High energy. Enjoyable atmosphere.
We set out to recreate the spirit of an izakaya, reimagined for a modern audience, where food takes centre stage, sparks conversation and becomes the reason people gather in the first place.
next?
Time to take it up a notch. Because monja was still unknown to Thais, we played the FOMO card. If you haven’t tried it yet, well, you’re missing out big time.
To build credibility fast, we assembled a carefully curated mix of KOLs, food creators, and industry insiders, inviting them to experience Moheji for themselves. The result was a wave of highly shareable content that introduced the concept, sparked curiosity, and gave the brand something invaluable: social proof from voices people already trusted.
Moja Moheji has been full house ever since the opening, with customers often queuing up in front of the restaurant for hours. Within 6 months, the brand opened its second location in Bangkok!
