Korean Representative Food and Beverage Brands Meet in the Global Market
Hite Jinro and Samyang Foods have conducted a special collaboration for global consumers.
The two companies showcased a 'K-Food combination' utilizing their flagship products, 'Chamisul' and 'Buldak-bokkeumyeon', through social media content.
On the 12th, Hite Jinro's global Instagram account 'jinro_global' drew attention with a post featuring 'Buldak Lasagna' made with Buldak-bokkeumyeon, alongside the popular fruit soju line, especially favored overseas.
The post included the phrase, "Chamisul met Buldak. This Buldak Lasagna may test your limits, but thankfully there’s Chamisul to cool you down."
Additionally, Samyang Foods' global Instagram account 'buldak_global', which promotes the 'Buldak' brand, was tagged. The video featured a recipe for Buldak Lasagna along with the introduction of the fruit soju 'Plum Soju'.
Global Synergy Effect of K-Food
A representative from Hite Jinro stated that this content was created as part of their digital activities rather than an official collaboration between the two brands.
Furthermore, they explained, "We have been producing cooking content such as 'JINRO TABLE' and 'SOJU ANJU' for the past three years."
Global netizens reacted positively to this video, saying things like "Buldak + Soju is the GOAT," "This duo can lead to extreme happiness," and "It looks so delicious."
Industry experts expect that since Chamisul and Buldak-bokkeumyeon already have high recognition and loyal customers overseas, they can absorb each other's consumer base to maximize synergy effects.
It is assessed that it is effective in positioning K-Food as a cultural experience.
Fusion menus that combine local foods with Korean ingredients, like 'Buldak Lasagna', are expected to provide local consumers with both familiarity and novelty, offering an opportunity to naturally experience Korea's spicy flavors and unique drinking culture.
A representative from Hite Jinro stated, "Under the new vision of 'Making JINRO Popular', we will actively engage in communication to reach consumers worldwide through various touchpoints."
Image source: instagram 'jinro_global'
