Jongga Flavourverse

With 61% of those who identify as foodies also being avid explorers who like to travel to try new cuisines, we knew that creating an immersive experience bringing a slice of Seoul to London was the perfect way to play.

Taking inspiration from the cinematic and narrative trend for multiverses that have swept pop culture over the last decade, we created a series of connected worlds that allowed guests to authentically travel into South Korean culture, the heritage of the Jongga brand, and experience Jongga’s taste bud-tingling Kimchi through partnership-powered tastings.

The Kimchi Lab provided guests with a deeper look at the importance of Kimchi in daily Korean life. From a projection room immersing guests in a wintery Kimchi scene, to scale models, animations, artefacts and replica starter cultures, we created an exhibition exploring Jongga’s heritage and innovation that guests could easily connect with.

Finally, beyond a mysterious door and through a hidden fridge, our audience discovered the final flavour zone - The Mart. An eye-popping Kimchi superstore filled with limited edition streetwear, dozens of Kimchi products, and plenty of opportunity to find the products that best matched their personalities.

With our format-breaking pop-up, we bought a slice of Seoul to London, ultimately creating an immersive foodie experience that travelled far beyond its vibrant destination to put Jongga firmly on the UK map.