The Russian King Crab Phenomenon: A HI-COM Marketing Strategy
Qingdao: When a Booth Becomes a Destination
Just a few weeks after the Shanghai activities, the spotlight moved to Qingdao and the China Fisheries & Seafood Expo, one of Asia’s leading event for the seafood industry. Here, HI-COM supported Russian Crab Group & Sigma Marine Technology (alongside Russian Fishery Company and Pacific Rim Group) with a clear ambition: create a memorable experience.
More than a creative showcase, our presence in Qingdao demonstrated how a strong marketing campaign can turn a regular booth into a destination. HI-COM used event marketing and experiential marketing to design an immersive booth. Every detail helped increase brand awareness and position King Crab as a premium product. This approach also offered a real example of how to create a memorable customer experience.
The centrepiece was a culinary creation: king crab ice cream created by Russian chef Evgeny Kozubov. The booth attracted steady traffic, and the experience was widely shared across social platforms. This helped the booth become one most talked-about stops at the event.
HI-COM’s marketing team managed the entire project from start to finish. This included booth design, regular live demonstrations, coordination between international teams and local chefs, all to showcase how King Crab can authentically integrate into Chinese cuisine.
The agency also handled promotion strategy: livestreaming, on-site media engagements, and the conversion of key moments into reusable content. This extended the campaign’s reach far beyond the show and strengthened customer engagement across digital channels.
Impact and Outlook
In Qingdao, the booth sustained a constant visitor flow over three days, right up to the final serving. The activity generated many qualified B2B leads, including distributors, premium restaurant chains, and key decision-makers, interested in future purchasing and programming opportunities.
This performance came from an experience-driven approach: a unique idea that encouraged people to try the product, storytelling that explained its value, and culinary demonstrations that provide clear proof of its quality. The coordinated use of on-site actions and digital marketing tools helped keep audiences involved and paved the way for increased customer loyalty.
The success of this activity also relied on precise performance management. Every key moment — videos, testimonials, tasting sessions, and interviews — was carefully designed to deliver real value and strengthen the brand awareness of both Russian Crab Group and Sigma Marine Technology among professional and public audiences.
By combining creativity, discipline, and digital promotion, HI-COM’s marketing campaign turned a single trade show activity into a long-term opportunity for visibility and business growth.
What’s next?
The momentum around King Crab continues to grow. This is due to better logistics, a stronger presence in regional cuisines, and rising interest from consumers seeking new food experiences. Future events will follow the same recipe: a simple and strong idea, excellent execution, and promotion that turns every moment into an opportunity.
HI-COM Marketing will keep connecting strategy, creativity, and execution. The team believes that when a product’s story is told well, and brought to life, it creates more than just attention. It creates flavour, connection… and results.
To explore more HI-COM projects, from strategy to execution, take a look at our case studies which highlight the key achievements and measurable outcomes.
