Asia’s streets are some of the busiest and most competitive media spaces in the world. Paper Trails has years of hands-on experience running guerrilla campaigns across the region.
Every city plays by its own rules. We know what works where, which permits matter, and how to build a mix that gets your brand seen, remembered and talked about.
/
/
/
Guerrilla marketing works differently in every Asian city. What is standard practice in one market is flatly off the table in the next. Wild posting is a Hong Kong staple and a non-starter in Tokyo. Permits, rules and the local supplier landscape shift per district, let alone per country. Sorting through that from behind a desk in Europe is tricky. We have been running street campaigns for over 10 years and we have people on the ground who know what will actually go up, before you put budget behind it.
From Tokyo’s bustling streets to Seoul’s vibrant energy, and from Hong Kong’s iconic skyline to Osaka’s cultural core, Asia’s OOH platforms are second to none. Picture the neon glow of Shibuya Crossing and the bold displays in Myeongdong—your brand, front and center. Imagine the pulse of Central Hong Kong and Namba’s magnetic pull—your message, impossible to miss. Your brand won’t just make noise; it’ll create a ripple effect, a cultural wave that leaves a lasting mark across Asia’s urban landscape.
Across Asia, guerrilla street marketing plays out in some of the densest, most competitive media space on earth. What works is different for every city. Imagine posters all over Hong Kong’s shopping and nightlife districts. A hand-painted mural turning a Tokyo wall into a landmark. Chalk art stopping Seoul commuters mid-step. Your brand at street level, in cities where millions walk past every single day. That is where campaigns get photographed and shared, long after the crew has packed up.
We provide fashion brands, tech companies, agencies, and more with the visibility they seek. In the vibrant realm that propels people and ideas forward: the streets. How? By merging our expertise with commercial acumen, creativity, and audacity. Indeed, navigating street advertising across diverse locales poses challenges. But fear not, for we possess the precise know-how. That’s why we offer comprehensive assistance, tailoring the perfect street solutions for each city. Dare to blaze the unconventional trail.
FILA in Seoul. Murals for PGA in Tokyo. Crocs in Hong Kong. Each campaign planned around local rules, the right locations and timing that suits the market.
Want to launch an urgent project, curious about our services, or just ready to work with us? Reach out now.
It’s low-cost, high-impact outdoor advertising such as wild posting, murals and chalk art, placed where your audience lives, works and goes out.
Our main cities are Tokyo, Seoul and Hong Kong, and we also run campaigns in other markets across Asia.
Yes. We often plan street media alongside OOH, DOOH and brand activations in one integrated campaign.