Dongwon F&B said on the 3rd it will roll out an integrated brand campaign for Yangban, its Korean-style home meal replacement (HMR) brand. It appears to be moving to strengthen its brand identity.
Yangban is Korea's first Korean HMR brand, launched in 1986. Under the slogan "the original of Korean taste," it is cited as a leading Korean food brand that has grown by combining its distinctive flavors with modern convenience. It exports more than 250 products, including gim (roasted seaweed), juk (rice porridge), and tteokbokki, to about 120 countries. Its flagship product, Yangban Gim, is exported to about 30 countries, including Japan, the United States, and Southeast Asia.
The brand campaign is set to officially begin with the release of a TV commercial under the concept "today's Yangban, today's Korean food." The commercial portrays modern consumers who value taste and quality even in their busy daily lives as the character "today's Yangban." In particular, it emphasizes the authenticity and freshness of the Korean food the brand has upheld by combining traditional elements such as hanok and giwa with modern filming techniques such as drone shooting.
Dongwon F&B will also run a consumer-participation event, "today's Yangban one-bite Play," through Jan. 31 next year. The event consists of ▲ product purchase verification ▲ participation on social networking services (SNS) ▲ quizzes. Winners will receive prizes including travel vouchers, robot vacuum cleaners, and goods from the National Museum of Korea's MUSE (the museum's merchandise brand).
A Dongwon F&B official said, "We planned this campaign to promote Yangban's brand identity, which has preserved the essence of Korean food since 1986," adding, "We plan to reach domestic and overseas consumers who love K-food through various marketing activities."