To celebrate the launch of the Starbucks Refreshers™ in Vietnam,  the Soho Music Group were tasked with finding a local talent to perform on a livestream in a Starbucks store. The brand required a talent which aligned with- and reflected Starbucks values while having a strong Gen Z following. The Brand Partnership team researched and presented a selection of artists, from which Jun Pham was chosen.

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From there, the team oversaw, production, talent negotiation, contracting, and content plans for the talent. The live stream comprised of an intimate performance by Jun Pham and a Q&A with the in-person audience - this was Starbucks Vietnam's first music-led and in-store activation. Following on from the activation, a full analytical report, providing insights for the brand.

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