CJ WORX, as JOURNAL's Creative Partner, Turn Thai Valentine Stickers into Sensory Media that Drove Trial and Growth

Feb. 06, 2026

Turning Cultural Rituals into Media People Want to Use

Following the success of Magnetic Attraction, JOURNAL and CJ WORX returned with a new chapter that proves powerful brand growth can come from reimagining everyday culture.

Launched at the JOURNAL “A Love Journey” event, the campaign introduced a new Body Oil Collection by transforming a familiar Thai Valentine ritual—the heart sticker—into a wearable Body Oil tester, blending scent, emotion, and real consumer behavior into one simple idea.

 

In Thailand, Valentine heart stickers are widely exchanged and worn on clothes or faces as public expressions of affection. Rather than creating a new sampling format, CJ WORX infused this existing ritual with JOURNAL Body Oil—turning the sticker itself into sensory media.

The result was The Heart Sticker Tester, designed in three colors and messages representing three scents and three chapters of love: First Love, Forbidden Love, and Forever Love. What was once a disposable sticker became a personal symbol of emotion, self-expression, and scent discovery.

“Strategically, the A Love Journey Collection plays a key role in transforming JOURNAL into an Emotional Experience brand—using scent as language, and body oil as the medium that connects consumers to memories and feelings across different life chapters,”
— Thananya Suteerachai, Chief Executive Officer, JOURNAL

 

An Idea Built to Be Felt, Shared, and Remembered

The Heart Sticker Tester was the hero of the A Love Journey event, where visitors explored different chapters of love alongside JOURNAL’s presenter, PP Krit. Each zone was designed as an immersive storytelling space inspired by a scent—turning fragrance trial into an emotional experience rather than a product demonstration.

Kritkhanin Sornchan (Tour), Creative Director, CJ WORX, and team said:

“Our team is always looking for ways to use creativity to help drive business. The Heart Sticker Tester started from a simple cultural insight and turned it into something people genuinely wanted to try.”

 

Embedding Brands into Life, Not Interrupting It

The campaign builds on JOURNAL and CJ WORX’s shared belief that scent is a powerful trigger for human connection. If Magnetic Attraction introduced scent as a medium for interaction, A Love Journey evolved that thinking into a culturally relevant moment—Valentine’s Day in Thailand.

By embedding the product into an existing behavior, trial felt natural, sharing felt organic, and engagement extended beyond the event itself—contributing to JOURNAL’s continued growth, with annual revenue reaching 575 million baht.

Saharath Sawadatikom, Creative Chairman & Founder of CJ WORX said:

“Good media doesn’t always need to be a screen or a billboard. Sometimes, it’s something people already use—like Valentine stickers shared every year.”

 

Creativity as a Platform for Long-Term Growth

The A Love Journey event drew strong participation from PP Krit’s fans, influencers, and the general public. Visitors collected Heart Sticker Testers, experienced all three Body Oil scents, and shared personal love stories across social media—turning cultural participation into brand momentum.

Looking ahead to 2026, JOURNAL has set a revenue target of 875 million baht, supported by new product launches, regional expansion, brand collaborations, and continued evolution into an Emotional Experience brand.

By transforming a simple cultural ritual into a meaningful brand platform, CJ WORX demonstrated how creativity can move beyond campaigns—and become a system for connection, participation, and measurable growth.