Hinamatsuri, or Girls’ Day, is a traditional celebration in Japan held on March 3rd, where families wish for the health and happiness of girls. As this was Bee Cheng Hiang’s first time marking the occasion on social media, the goal was to create a heartfelt and culturally respectful greeting for our Japanese audience.

My Role

Custom Illustration Creation:

• Designed an original KV featuring two Hinamatsuri dolls, inspired by Japanese clay doll aesthetics — soft, charming, and handcrafted in spirit
• Focused on a gentle, storybook-like tone that felt warm and appropriate for the occasion

Brand’s First Cultural Acknowledgement Post:

• Helped shape Bee Cheng Hiang Japan’s first Girls’ Day greeting
• Created a KV that felt personal, not commercial — more like a sincere wish than a product promotion

Design Approach

• Celebratory, Not Corporate: Took a light, almost handmade visual approach, steering away from overly polished or corporate-looking visuals
• Culturally Grounded Aesthetic: Referenced traditional Japanese motifs and dolls, while giving them a modern, cute twist
• Emotion First: Designed to feel like a friendly, thoughtful greeting, not just a seasonal post — making the brand feel more human and culturally aware