Nine-city relay across the U.S. and Europe draws approximately 20,000 visitors

Featured by Forbes: “TIRTIR is putting their own spin on fandom with the World Tour.”

Global K-beauty brand TIRTIR has successfully wrapped up its large-scale moving truck pop-up campaign, “World Tour; the First Light,” on 10 October.

Held over approximately three months from 23 August, the campaign travelled through four U.S. cities (Los Angeles, Miami, Chicago and New York) and five European cities (London, Barcelona, Milan, Paris and Berlin).

The initiative was designed to extend brand experience offline, creating direct interaction with consumers and establishing new brand touchpoints.

The tour attracted around 20,000 visitors across the nine cities. In the four U.S. cities alone, the campaign drew approximately 12,000 attendees, while in London, the first stop of the European leg, more than 2,300 visitors gathered despite inclement weather, forming long queues.

As the first K-beauty brand to adopt a world tour format, TIRTIR received an enthusiastic response. Local influencers and journalists voluntarily visited the venues, and the hashtag '#TIRTIRWorldTour' spread rapidly across social media platforms, demonstrating the high level of global interest in the brand.

This tour was conceived not merely as a pop-up but as a storytelling-based brand campaign. Each city featured customised truck designs and localised content that reflected its cultural characteristics, earning praise for its thoughtful attention to visitors’ experiences.

Alongside product experience zones, photo booths and on-site events, TIRTIR also ran a customer survey programme, realising its brand philosophy: “Your Voice Shapes Our Beauty.” In addition, the brand introduced four persona characters, each representing diverse ethnicities and individuality, to visually express its values of diversity and connection.

Through the journey of these personas in search of their own light, the campaign effectively embodied the brand’s slogan — “Be Bold. Redefine Your Radiance.”

Several major international outlets reported on “World Tour; the First Light.” Forbes U.S. commented that “At Blackpink’s concerts, screaming fans flock from all over the globe to watch their favorite girl group in person. That’s the scene at practically every K-pop show and now viral K-beauty brand TIRTIR is putting their own spin on fandom with the TIRTIR World Tour.”

A wave of continued coverage from global media underscored the remarkable buzz surrounding the campaign. Through this initiative, TIRTIR not only solidified its position in the global beauty market but also achieved significant growth in brand awareness and preference, reaffirming its status as a leading global K-beauty brand.

Rahee Lim, Head of the Global Division at TIRTIR, said that “‘World Tour; the First Light’ was not merely an event but a special journey completed by the passion of every fan around the world, and we will continue to grow based on genuine communication and authentic connection with our customers.”