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PlayStation 5

China mainland, Hong Kong, Taiwan

The Challenge

PlayStation was seeking to 

had limited information about Chinese market. They reached out to me to  

robust localized content strategy for Chinese market. 

Google & Baidu SEO

Research & Competitor Analysis

Business Landscape Analysis and Consultation

In 5G era, gaming has been 

China is a huge market. However, full of challenges 

The Results

Opportunities lie in challenges. 

I created Cheeeese from scratch with the concept of “Dare to Smile.”

I was inspired by “Say cheese” – a photographer’s simple way to encourage people to smile before taking a photo.

Merging with the initial concept—Dare to Smile, Dare to Cheeeese is a unique approach reflecting the brand image and the mission. It perfectly imprints the brand’s DNA, shaping a unique and outstanding character. 

As a brand name, Cheeeese naturally reflects a smile that organically links to dental products. Cheeeese (Smile) is a universal language.

It encourages a confident smile. It empowers everyone to Dare to Cheeeese (Smile) Every Moment. It gives people the invisible power to be optimistic. It’s a silent power that can make more smiles brighter.

From the date Cheeeese was born, it has walked down the path to encourage global audiences to smile freely every moment. 

This is the story of how Cheeeese was created.

My Recipe of Successful Content Strategy

Cheeeese home page.jpeg

Web Design

I pictured and created the web with a feeling of CHEEEESE.


The scenario-based layout, the tone of voice, and the content are the key elements to embody the character— Your Oral Care Companion.

Key Takeaways

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Let's create!

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Star Nomad CyCy

Brand & Content Strategist

I am, everywhere.

It's easy to find me through Let's Chat!

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