Teleport To CHIHO
- Brand
- Chikho
- Year
- 2023
- Objective
- Engagement
- Industry
- Food & Drink
- Mechanic
- Adventure & Quest
- Platform
- In-Game
- Agency
- Mygribs
Objective
Chiho, a Chinese fast-casual chain, wanted to reach the core Roblox audience of teens and pre-teens and stake an early claim as the first restaurant brand in Russia to build its own world inside the platform. The goal went beyond a one-off stunt: keep players coming back with a daily reason to log in, and turn that virtual habit into store visits for merch, food, and promo deals.
Solution
Players start in a drained, grey version of reality and step through a portal shaped like a takeout noodle box to land in Chiho's vivid, psychedelic art quarter, built to mirror the chain's real cafés. From there they explore four or five connected zones, earning a daily currency nicknamed Chihoins that unlocks cosmetic skins for their avatar in an in-world shop, and wander through a gallery of AI-generated art set to AI-generated music. Along the way they visit a talking fortune tree that follows them with a roaming camera and speaks its predictions aloud. Each visit ends at an obstacle course players race to clear, and afterward they can take a screenshot of their account into a real Chiho location to redeem it for actual merch, food, or a promo code.
Results
The campaign drew more than 4,500 visits to the brand world, with an average session length of 7 minutes. It generated 47 media mentions (7 news agencies, 14 food-industry outlets, 6 marketing publications), over 100,000 views of the launch announcement, and an estimated PR value above 250,000 rubles.
- 1
The player spawns in a monochrome location that stands in for "dull reality," a gray space seeded with existential prompts, and must find a way out.
- 2
The exit is a giant CHIHO noodle box that acts as a portal: stepping into it drops the player into a seamless corridor that gradually gains color, delivering them into the game's main world — a psychedelic Chinese art district built around an ornate pagoda.
- 3
Players explore themed rooms in the district: a meditation room where they interact with traditional instruments and sample the brand's signature tea, and a restaurant zone where they interact with Chinese rice and can pet the lion mascot.
- 4
A merch corridor displays in-game avatar skins — socks, long sleeves, T-shirts — alongside the conditions for redeeming their real-world counterparts.
- 5
At a wishing tree, players receive a daily AI-generated "neuro-prophecy," an inspirational message delivered through a dedicated floating-camera cutscene with voiceover, which they can then share.
- 6
Once per day, visiting the place earns players "chihocoins," an in-game currency awarded in a randomized amount and banked to their account.
- 7
Players spend chihocoins on in-game merch and equip it on their avatar; assembling a full outfit unlocks a real-world sock or T-shirt, redeemable in person by showing the account.
- 8
A neuro-gallery room displays AI-generated paintings set to AI-generated music, where players also take a selfie screenshot to share.
- 9
Players can post a story featuring an in-game screenshot tagged to CHIHO, redeemable for shrimp chips at the physical location.
- 10
The fourth and final area is an obby (obstacle course) with an escalating floating camera; completing it and showing a recording or screenshot earns a "winner's set" of food and drink at the café.
