Jongga
Flavourverse
How does the number 1 global manufacturer of kimchi launch its brand to a new and untouched UK foodie audience?
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.
Awards
Best Pop-Up, Campaign Experience Awards
Best Food Experience, Campaign Experience Awards
Best Exhibition, Campaign Experience Awards
Best Pop-Up, EX Awards
Case Study
“Through partnerships and programming [Flavourverse] brought some of London’s most exciting food brands together for limited edition Kimchi collabs”
— LBB Online
We partnered with three of London’s top chefs to bring the experience to life. Each had a week long residency at the experience, creating mouthwatering dishes that fused kimchi with their cuisines.
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Bay Boy Pizza Society
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Robin Gill (Darby's)
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Judy Joo (Seoul Bird)
The culinary journey of discovery took place across three distinct worlds, each bringing to life a different part of the Jongga brand. Kimchi Alley, inspired by the architecture of Seoul itself, housed our rotating chefs and was the entrypoint into the world of Jongga.
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? We created dynamic, fun fact films that greeted videos as they entered the space (click to watch).
The Lab also hosted 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.
