Welcome to the third edition of CX Journal, where we explore customer experiences that turn transactions into enduring relationships. Last week, our wonderful colleague—our Chief of Staff—tied the knot. I had the privilege of joining the celebration: a heartfelt Christian wedding followed by a sumptuous traditional Chinese dinner banquet. Friends and family gathered to toast the beginning of a new, lifelong journey for my dear friend and her partner.

As the reverend shared words of wisdom—building trust, serving each other, navigating tough times with community support—it struck me: our relationships with customers should be equally special. Winning a customer is like saying “I do”—the start of something lasting. Make onboarding memorable, celebrate anniversaries, and lean on the community during challenges. Rituals turn these ideals into reality, creating emotional anchors that keep customers coming back.  Just as weddings celebrate the start of a lifelong partnership, brands can create rituals to foster loyalty that lasts “till death do us part.”

Iconic Asian Brands Mastering Rituals

Drawing from Asian traditions of hospitality and consistency, several brands excel at weaving rituals into their customer journeys. Let’s spotlight a few that embody this spirit.

Singapore Airlines’ Sonic Journey: Rooted in omotenashi-like service, Singapore Airlines creates rituals through sound. As the plane prepares to land, the “Symphony of Flowers” plays—a melodic suite inspired by the airline’s batik floral motif, evoking calm and arrival. Boarding features uplifting tracks from the same suite, performed by orchestras, setting a premium tone. These auditory rituals anticipate passenger emotions, fostering trust and making every flight a harmonious, memorable experience.

Kit Kat’s Good Luck Ritual (Japan): In Japan, Kit Kat bars have become a ritual for students facing exams. The name “Kit Kat” sounds like “kitto katsu,” meaning “surely win.” Families buy special exam-themed packs, often visiting shrines for blessings alongside the chocolate break. This simple act of unwrapping and sharing a Kit Kat infuses hope and tradition, turning a snack into a symbol of success and family support. Nestlé Japan amplifies this with seasonal packaging, making it an annual rite that builds emotional loyalty.

Amore Pacific’s Korean Beauty Ritual (South Korea): Amore Pacific brands like Sulwhasoo turn skincare into a meditative ritual, akin to a tea ceremony. The multi-step process—double cleanse, toner, treatments, eye care, moisturizer, sunscreen—layers products from lightest to richest for deep nourishment. Flagship stores enhance this with immersive designs blending tradition and modernity, encouraging customers to take time for self-care. This daily or weekly rite promotes mindfulness and results, building lifelong devotion to the brand.

Japanese Restaurant Welcomes: In Japanese restaurants, the ritual begins with “irasshaimase”—an enthusiastic welcome shouted by staff. Oshibori (hot towels) refresh guests, while “itadakimasu” expresses gratitude before eating, and “gochisosama” thanks the chef after. These simple acts create warmth and respect, mirroring how brands can make every interaction feel special.

These examples highlight how Asian brands use rituals—big or small—to add meaning, spark joy, and build community, echoing wedding traditions.

Why These Matter

Rituals elevate customer experiences from functional to unforgettable. They remove friction by adding meaning, turning routine interactions into cherished events. In tough times, these shared traditions provide comfort and connection, just as community supports a marriage. Brands like Kit Kat, Singapore Airlines, Amore Pacific, and Japanese eateries prove that rituals aren’t extras—they’re the glue for lifelong loyalty.

We’re passionate about journey innovation through rituals. Want to build bonds like these? Try these steps:

1. Map Key Moments: Identify milestones in your customer journey—onboarding, anniversaries, renewals—and brainstorm rituals to make them special.

2. Add Consistency and Joy: Design simple, repeatable actions that spark emotion, like personalized surprises or community events.

3. Test and Share: Pilot a ritual, gather feedback, and amplify it through storytelling to let customers spread the word.

What rituals have left the most mark on you? Keen to hear your thoughts on how important you think it is to integrate this into your brand experience.  

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