Korean Food Brands Move Beyond Supermarkets to Create Experiences
Creatrip Team
3 months ago
Korean food companies are expanding beyond supermarkets to engage customers with experience-driven marketing. Ottogi published its first brand book, "Today Ottogi Curry," and set up a booth at the 2025 Busan International Children’s Book Fair offering seasonal snacks, events and branded goods (goods). Ottogi’s brand experience team aims to use books and retail spaces to communicate the brand’s story and attract younger customers. Hwayo Group released a memoir by its founder highlighting Korean culture through traditional ceramics and premium distilled soju. Samyang Foods opened a pop-up store in trendy Seongsu-dong to let MZ-generation consumers try its new premium noodle "Samyang1963," selling out reservation slots and helping the product reach rapid sales milestones. These moves reflect a broader strategy to stimulate curiosity and experiences, collaborate across industries, and position food brands as cultural lifestyle choices for younger, experience-seeking consumers.
