Food Brands Turn Products into Experiences — From Concerts to 'Yajang' Pop‑ups
Creatrip Team
20 days ago
Korean food and beverage companies are expanding collaborations beyond packaging to create immersive experiences that match consumer lifestyles. Nespresso partnered again with global pop star The Weeknd to launch a special 100% Arabica blend and limited-edition machines and tumblers (named using The Weeknd’s mother, Samra), offering buyers a chance to win tickets to his Korea concert. Ottogi marked 55 years of its ketchup by teaming with fashion label IAB STUDIO to release clothing and goods sold via lottery on its official mall and shown in a Gangnam pop-up exhibit. Lotte Wellfood targeted outdoor drinking culture called 'yajang' (outdoor night drinking/eating spots) by collaborating with a popular Euljiro venue, installing large corn snack (Kkokkalcorn) branding and selling new savory snack flavors inspired by pub dishes. Dong-A Otsuka’s Demisoda hosted mini concerts as a lead-in to a full concert, serving themed welcome drinks to connect the beverage with music fans. Industry players say collaborations now focus on letting consumers directly participate in music, fashion and food culture to build deeper brand experiences and offline touchpoints.
