Target and Local Coexistence Brand Campaign 'Miwonmyeon Project' Launched

Collaboration with Miwonmyeon Bakery 'Miwonsangolmaeul Bread'

Daesang announced on the 6th that Miwon will launch a new brand campaign called the ‘Miwon-myeon Project.’

At the bakery 'Miwon Sangol Maeul Bread' located in Miwon-myeon, Sangdang-gu, Cheongju-si, Chungbuk, the 'Miwon Salt Bread' and 'Miwon Olive Ciabatta Bread' introduced through Daesang Co., Ltd.'s 'Miwon-myeon Project' are displayed.
[Photo by Daesang]

The Miwon-myeon Project was prepared by Daesang following the release of the Miwon advertising campaign Season 3 ‘Dad’s Diary’ and the limited edition ‘Mini Miwon’ in September, aiming to promote regional coexistence and enhance brand awareness of Miwon. Through supporting the overall branding of the bakery ‘Miwonsangol Maeul Bread’ located in Miwon-myeon, Sangdang-gu, Cheongju-si, Chungcheongbuk-do, it is expected to contribute to attracting local tourists and revitalizing the economy.

The reason for selecting Miwon-myeon is that it is a homonym of the fermented seasoning ‘Miwon (味元),’ known as a representative of umami flavor. Miwon-myeon was historically called ‘Ssal-an’ (meaning ‘rice valley’) because water never dried up even during droughts, allowing for successful rice farming. Later, the name changed to the Sino-Korean word Miwon (米院), which remains its current name.

Through this project, Daesang will support the overall branding of ‘Miwonsangol Maeul Bread’ located in Miwon-myeon, including developing the brand logo (BI), brand guidelines, designing and supporting in-store promotional materials, and trademark application. ‘Miwonsangol Maeul Bread’ is a village enterprise that makes healthy bread using agricultural products produced in Cheongju, such as wheat, organic Cheongwon Saengmyeong rice, apples, and acacia honey.

Daesang also introduced new products using Miwon in collaboration with ‘Miwonsangol Maeul Bread’: Miwon Flavored Salt Bread and Miwon Olive Ciabatta Bread. These two Miwon breads are salt bread and ciabatta bread, which are currently popular among all age groups, with added ‘Miwon Flavored Salt’ and ‘Miwon,’ respectively, receiving favorable reviews for their soft texture and rich flavor. The ‘Miwon Flavored Salt Bread’ features a savory flavor and slightly salty taste by adding premium butter and ‘Miwon Flavored Salt’ to organic Cheongwon Saengmyeong rice. The ‘Miwon Olive Ciabatta Bread’ maximizes its unique umami flavor by kneading Korean wheat with ‘Miwon’ and adding sliced olives.

Additionally, video content featuring brand model actor Kim Ji-seok, who is active as ‘Human Miwon,’ was released on June 2 through Kim Ji-seok’s YouTube channel ‘Naean-ui Boseok (The Jewel Within Me).’ In the office variety reality segment ‘Manager Kim Ji-seok,’ Kim Ji-seok is humorously portrayed being urgently dispatched to Miwonsangol Maeul Bread to make Miwon bread together and personally introduce the products.

Lee Jung-hoon, head of Daesang BE Group, said, “We planned this project with Miwon-myeon to promote the diverse charms of Miwon, which has been responsible for Korea’s umami flavor for 67 years, while also contributing to regional economic revitalization. We will continue to carry out various campaign activities that allow customers to feel closer to Miwon and provide differentiated brand experiences.”

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