Some Interesting Food Marketing Cases of Korean Brands: Sungsimdang and Wonhalmeoni Bossam

People always react to limited editions, especially when it’s a fun event like this. What do you all think?

1. Won Grandma’s Bossam & Jokbal (원할머니 보쌈&족발)

Won Grandma’s Bossam & Jokbal (원할머니 보쌈&족발) is a bossam and jokbal franchise that started in Seoul, South Korea. It is a name that typically comes to mind when discussing bossam franchises in Korea. Beginning in 1975 as a very small (approximately 50 square meters) bossam shop near Cheonggye 8-ga in Seoul, it has grown over the past 40 years into a representative franchise of Korean cuisine. Interestingly, it’s not a shop run by a grandmother with the surname Won.

Recently, Won Grandma’s Bossam & Jokbal launched a limited edition perfume. The perfume, named “Eau de Peau Ca Me No.1,” was created for an event to provide an opportunity to experience the unique identity of Won Grandma’s Bossam Jokbal in a new way. The campaign borrowed French words similar to those for bossam. This innovative idea of launching a perfume created by a bossam and jokbal brand generated buzz even before its release. The perfume quickly captured the tastes of many, selling out within just five days of its launch, and the event concluded ahead of schedule.

2. Sungsimdang (성심당)

Sungsimdang is a bakery located in Daejeon, South Korea, that opened in 1956. It has become famous for its fried soboro and chive bread.

One of Sungsimdang’s signature items, the ‘fried soboro,’ was launched in collaboration with Samsung Electronics as a case for the ‘Galaxy Buds3 Series.’ The crispy texture of the freshly fried soboro and the vibrant yellow packaging were vividly represented in the product design.

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