| Title | Jongga Flavourverse |
| Agency | Amplify |
| Campaign | Jongga Flavourverse |
| Advertiser | Jongga |
| Brand | Jongga |
| Date of First Broadcast/Publication | 2023 |
| Business Sector | Food |
| Tagline | Amplify + Jongga unlock an immersive world inspired by kimchi and discovery in the heart of London.. |
| Story | How does the number 1 global manufacturer of kimchi launch its brand to a new and untouched UK foodie audience? We knew that this required an experience which allowed foodies to explore Jongga and its versatile range of kimchi products through an immersive and instagrammable experience. |
| Philosophy | Enter the Jongga Flavourverse We launched a three-week pop-up right in the heart of London, transporting foodies to Korea to experience a whole new universe of flavour. The culinary journey of discovery took place across three distinct worlds, each bringing to life a different part of the Jongga brand. Inspired by the architecture of Seoul itself, Kimchi Alley featured a rotating residency of London’s top chefs, each fusing Jongga Kimchi with their signature cuisine. From the Bibim Slice served by Bad Boy Pizza Society to the Kimchi Tacos courtesy of Darby’s, guests got a taste of how Kimchi can supercharge any dish. The Kimchi Lab exhibition provided guests with a deeper look at the importance of Kimchi in daily Korean life. Did you know Koreans eat over 2m tons of Kimchi a year? An immersive projection room, an incredibly detailed scale model of a traditional Korean village, and more brought the brand’s heritage and innovation to life through mediums that guests could easily connect with. Beyond a mysterious sliding door and through a hidden fridge, our audience discovered the final flavour zone. An eye-popping Kimchi superstore filled with limited edition streetwear and dozens of Kimchi products, The Mart brought guests deeper into the world of Jongga through experiences like our Kimchi personality test. With Jongga Flavourverse, we put a whole new spin on a cultural staple, showing London why Jongga is Korea’s No. 1 Kimchi. |
| Problem | Creating a world inspired by the growing multiverse trend and kimchi... We needed to familiarise the audience with Jongga’s kimchi range by integrating recognised food partners and cultural references that would be able to bridge the gap between South Korean and British culture. Creating a link between the different cuisines that can be paired with kimchi, UK foodie interests in films and the growing trend in multiverse-themed cinema that has swept throughout pop culture in the 2020’s, from Marvel’s Spiderman: No Way Home to Oscar-winning Everything Everywhere All At Once, we knew we could connect with the UK audience on a cultural level by creating our own immersive kimchi-based multiverse which foodies could explore. |
| Media Type | Events |
| More Information | https://www.weareamplify.com/work/global/jongga-flavourverse |