Jongga / O’Food

Kimchi Food Truck Tour: September 2024

Food and Beverage / Talent Collaboration / Multi-City Tour / International

Leveraging K-culture’s global phenomenon, we launched a coast-to-coast activation for Korea’s #1 kimchi brand Jongga and O'Food, with the mission to elevate Korean cuisine from the ethnic aisle into mainstream American food culture. We teamed up with viral chef Rob Li to re-imagine traditional Bunsik (Korean street food) into custom twists on K-street favorites including tteokbokki mac and cheese, kimchi SPAM fried rice, and white kimchi shrimp pancakes.

The activation drew over 3,800 hungry guests across Los Angeles and New York City, serving 4,850 dishes and generating 2.1M social media impressions.