Taiwanese musical artist Jay Chou, who has performed in seven world tours throughout his career, brought his latest Carnival World Tour to London, marking his second visit to the city.

One international education organisation spotted a key opportunity among the sea of fans that were set to descend on the arena in Greenwich.

Uoffer, a university consultancy offering independent advice to international students and parents – mainly from China – took up sponsorship of the two-night run.

Capitalising on the demographic expected for the gigs, the consultancy had electronic billboards across the O2’s arena space and surrounding retail area, as well as opening an interactive “experiential space”.

Members of Uoffer’s team were on hand to answer any questions that passers-by might have.

Students speak to Uoffer staff at its stand in the O2 Arena. Photo: Uoffer Global

“It not only enhances brand exposure but also provides a valuable platform to explore potential markets. It’s… a win-win strategy,” a Uoffer spokesperson told The PIE News.

Jay Chou is known worldwide for his music, with a fanbase that spread from his home in Taiwan to multiple countries in Asia.

The shows at the O2 Arena, holding a capacity of 20,000 people, were sold out – as well as his successive show in Paris.

“[There were] so many East Asians in one place – it almost felt like the whole of UK’s Chinese community had descended onto the O2 arena,” wrote Susan Fang, a prominent education consultant, on LinkedIn.

Jay Chou is known as the “King of Mandopop”. Photo: The O2

Uoffer’s move to take full sponsorship and get its name on the big screen was a method of marketing seldom seen in the international education sector – but perhaps, one that could possibly start a trend.

“We recognised our target audiences”

“As we recognised our target audiences, we considered the Asian singer’s concert as the best way to promote our brand.

“We also wanted to emphasise one of our core values, which is valuing the student experience and their life in the UK,” UOffer’s spokesperson added.