Dongwon F&B, Rebranding '36-Year Tradition' Yangban... Developing into a Mega Brand

Expanding into a Brand Encompassing All Korean Cuisine
Launching Rebranding Activities Including Collaborative Marketing

[Asia Economy Reporter Lim Hye-sun] Dongwon F&B announced on the 10th that its premium Korean food brand Yangban will expand into a brand encompassing the entire Korean food category through rebranding.

Dongwon F&B will newly establish the brand value of Yangban and expand its product range from existing seaweed, porridge, soups and stews, kimchi to instant rice, traditional beverages, and jeokjeon (Korean-style pancakes).

Yangban's new brand slogan is "Ilsang Pungnyusik" (Everyday Elegance Dining). It embodies the philosophy of enriching the busy modern lifestyle with delicious Korean home meal replacements (HMR) made using trusted traditional methods. The brand aims to focus more on the essential values of Korean food?taste and dignity?as well as the convenience that is key to HMR.

To this end, Dongwon F&B plans to approach consumers more closely through new product launches, product design renewals, new CF (commercial film) launches, the opening of a brand webpage and Instagram, and collaborative marketing.

Since its launch in 1986, Yangban has been Korea's first premium Korean HMR brand with 36 years of tradition, preserving the unique Korean food heritage while adding the value of convenience. By combining various Yangban products according to the situation and preference, one can prepare a full Korean table setting. The product lineup includes staple foods such as rice and porridge, as well as side dishes like seaweed, kimchi, soups and stews, dumplings, and jangjorim (soy-braised beef). For dessert, traditional beverages such as sikhye (sweet rice drink), sujeonggwa (cinnamon punch), omija tea, and gimbugak (seaweed crisps) are also offered.

Dongwon F&B unveiled a new advertisement on the 10th to actively promote the Yangban brand to consumers. The advertisement video, themed "Pungnyu Lives with Yangban," features the friendly actor Jung Hae-in enjoying the elegance and leisure of everyday life with Yangban products.

Online marketing will also be strengthened. Dongwon F&B plans to focus on communication with younger consumers by launching the Yangban brand website and Instagram. The brand website will provide brand and product introductions, product menu recommendations, and a convenient product purchase function. The brand Instagram, under the concept "Yangban Bistro," will offer various content and events for consumers to enjoy the Yangban brand.

Collaborative marketing with other industries will also be conducted. Dongwon F&B will collaborate with Jeonju Hanok Village to create "Yangban Ilsang Pungnyusik" gift sets that include various Yangban products and feature the Hanok Village scenery in the package design. These gift sets will be provided to tourists experiencing Hanok stays at 74 guesthouses in Jeonju Hanok Village.

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