The Food Service Industry Embracing Tradition

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[Asia Economy Reporter Choi Saeng-hye] The dining industry is targeting consumers with Korean elements. Recently, as the promotional video by the Korea Tourism Organization has gained popularity, attention to the traditional music and backgrounds in the video has increased, and the perception that Korean elements are global and trendy is growing. In response, the trend-sensitive dining industry is conducting marketing emphasizing traditional beauty.

According to the distribution industry on the 14th, Pizza Alvolo recently showcased Oriental beauty through its advertisement. Pizza Alvolo released a commercial in collaboration with the fusion gugak group 'Inalchi' and the dance team 'Ambiguous Dance Company.' The video, which gives a traditional feel, and the lively singing of Pizza Alvolo's beliefs and sincerity in the gugak style received positive feedback for being 'impactful.'

Inspired by this concept, Pizza Alvolo launched a Minhwa box, incorporating traditional sensibility into one pizza box and three side boxes in the package.

Baskin Robbins opened 'Baskin Robbins Samcheong Madang Branch' with a traditional hanok concept. The store is a concept store aiming to be a 'space where tradition and modernity harmonize,' inspired by the courtyard of a hanok where relaxation and harmony coexist.

It features traditional hanok elements such as roof tiles, wooden pillars, and walls, harmonizing the tranquility of hanok with soft lighting. Additionally, 'string art' inspired by Korea's cultural heritage of hemp weaving is displayed throughout the store, adding charm to the space.

Starbucks released brand planning products 'Hwangudan Tumbler' and 'Mug' to promote the value of history and cultural heritage.

The Hwangudan products introduced this time are MD items available only at the Starbucks Hwangudan store, featuring designs that express the historical background and spirit of Hwangudan.

The colors are inspired by the deep apricot color of red bricks widely used in modern Korean architecture, with plum tree designs and plum paintings engraved on the interior walls of Hwangudan's imperial palace building standing out. The products have attracted great consumer interest, with 'Starbucks Hwangudan Tumbler' appearing as an auto-complete search term on portal sites.

An industry official said, "As the retro trend expands, 'traditional beauty' is also gaining attention as a new fashion trend," adding, "With this popularity, marketing concepts that highlight Korean beauty are expected to continue for the time being."

This content was produced with the assistance of AI translation services.