CreatripTeam

Media commerce and brand consultancy Mecoi has signed a master IP agreement with Myeongdong Rieokar, a brand known as an originator of K-food. Mecoi will develop products using the brand story and intellectual property (IP), manage celebrity collaborations, campaigns and expand product channels. The two companies plan to launch co-developed products and joint marketing campaigns within the year, aiming for overseas expansion next year. Mecoi says the partnership will combine its content production and distribution network to deliver emotional brand experiences that highlight K-food identity and nostalgia. Myeongdong Rieokar, which operates about 350 stores and offers a variety of sauces suited to K-food menus, will work with Mecoi to prepare for international markets.