Cooking the matcha noodles in the TO:YOU kitchen

Case study · F&B · Japanese dining · Singapore

Made to be watched.

How a new Japanese kitchen earned Singapore's attention, one cinematic video at a time.

32K organic views · zero ad spend
Client
TO:YOU
Industry
F&B · Japanese dining
Platform
TikTok
Services
Production · Edit · Grade

The numbers

32,913 organic video views
85h 27m total watch time
8.3s average watch on a 30s video
SGD 0 paid spend behind it
One video, compounding
posted 33K 16K 0 32,913organic views
Curve shape illustrative. Totals straight from TikTok Studio.
How long people stayed
8.3savg hold, 30s film
Average watch timeRest of the film
8.3 seconds held on a 30.14 second video.
Engagement on the video
Likes 697
Shares 432
Saves 117
Comments 22
From the video's TikTok analytics.

The challenge

The food was there. The concept was there. The audience was not. As a new Japanese kitchen in Singapore, TO:YOU had no paid budget behind its content. Every video had to earn its own attention.

The approach

Narrative before production. We storyboarded the story first, planned the lighting, then shot on location with a full cinematic setup. The goal was never just to make the food look good. It was to make people feel something about it. Graded and cut for the platform it lives on.

One 30 second video did the work of a media budget.

The film. Shot, graded and cut by AETHR.

Watch it live on TikTok32,913 organic views

On location

Torching the unagi glaze in the TO:YOU kitchen
The matcha udon, plated on the pass in the TO:YOU kitchen

The receipts

Still frame from the TO:YOU film
TikTok Studio analytics: 32,913 views, 85 hours watch time, 8.3s average watch
Still frame from the TO:YOU film

Straight from TikTok Studio. Untouched.

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