Tapping into local values / Heineken’s a brand that bakes localisation into its approach, in this case based on values that are a central part of Korean culture. First, the country has a reputation for high levels of interpersonal trust and collective responsibility, which underpinned Heineken’s faith in fans to pay for their beer and snacks. Secondly, Koreans are accustomed to a self-service culture in their everyday lives, frequently using smartphones to reserve restaurant tables or shopping from self-service kiosks. In 2024, just 16% of transactions in South Korea were made with cash, making it one of the leading cashless countries in the world, according to data from from Bank of Korea, March 2025.
Social experience enabler / The brand’s investment in all-night experiences solves a very specific local problem in that a major part of Heineken’s sponsorship budget supports the Champions League but that this is difficult to activate in Korea due to the time difference. Trust Bars solves this issue and emphasises Heineken’s values as a facilitator of social, shared experiences. Heineken’s focus on building on this spirit of social enablement follows the LaundroMatch campaign and its Starring Bars global initiative that launched in April 2025 to support struggling pubs by transforming bars into film sets for its advertisements, providing financial support and exposure to the establishments. This initiative not only helped bars financially but also created a unique social experience by allowing patrons to engage with their local pubs in a new way, as they became part of the brand's storytelling.
