Unlocking an immersive world of Kimchi-inspired discovery in the heart
of London.

As the #1 Kimchi brand in South Korea and one of the biggest global producers of Kimchi, Jongga wanted to launch its brand to a new and untouched UK foodie audience. But how?

Enter the Jongga Flavourverse…

A three-week pop-up right in the heart of London, transporting foodies to Korea to experience a whole new universe of flavour. Creating a link between the different cuisines that can be paired with Kimchi, and inspired by the growing trend in multiverse-themed pop culture, we created a culinary journey of discovery across three distinct worlds that each brought 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. From animations showcasing that Koreans eat over 2m tons of Kimchi a year, to an immersive projection room and scale model of a traditional Korean village, 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 and connected them to the products that matched their personality. 

Over the course of its run, 5000 people visited the Jongga Flavourverse to explore Korea’s #1 Kimchi, shifting brand and purchase consideration +27% as they stepped through a truly immersive world of foodie discovery.