Gamjatang + Soju Collaboration Marketing, Explosive Popularity at Food Expo... Over 10,000 Visitors in 3 Days

Promotional image for Daesun Joojo X Tongppyeo Gamjatang.

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[Asia Economy Yeongnam Reporting Headquarters Reporter Hwang Du-yeol] Soju is the perfect match for Gamjatang. Daesun Joojo's planned Gamjatang-soju collaboration marketing is gaining popularity.

The 19th Busan International Food Expo, held over three days from the 21st at BEXCO in Haeundae-gu, Busan, has come to a close. According to the Busan International Food Expo Secretariat on the 24th, about 20,000 visitors attended this food expo.

At the Daesun Joojo booth, where collaboration exhibitions between Busan regional brands were held, about 10,000 visitors came, forming long lines throughout the event period.

The 5,000 event giveaways such as wet tissues, almonds, and soju glasses prepared by Daesun Joojo ran out before the event ended, and the 1,000 sets of Gamjatang prepared for discounted sales on Naver Smart Store also sold out.

Mr. Lee, who visited the Daesun Joojo booth, said, “The weather has gotten chilly, and it’s the season when a warm bowl of soup with a glass of soju is on my mind. Since there was an exhibition that perfectly matched my thoughts, I bought Gamjatang while visiting the booth.”

The Busan International Food Expo is the largest food festival in Korea, held since 2011.

This year, under the slogan “Opening the Future with a Feast of Flavors,” it showcased over 150 exhibition and promotional booths including the 100-year history of Busan food exhibition hall, meal kit hall, and food company hall.

At the brand promotion booth, Daesun Joojo displayed its main products such as Daesun, C1, and half bottles of wine, and pre-released the Gamjatang collaboration product, welcoming visitors with various events.

Event participants were given special prizes unique to Daesun Joojo, such as packs of Tongppyeo Gamjatang and soju glasses.

Daesun Joojo CEO Jo Woo-hyun said, “I feel rewarded to have participated in Busan’s representative food festival with Busan’s representative Gamjatang brand and to have offered citizens a unique enjoyment.”

Tongppyeo Gamjatang CEO Kim Eun-ji also said, “We were able to meet many customers at this collaboration event with Daesun Joojo,” adding, “We will continue to consider various cooperation plans.”

Daesun Joojo is planning to launch a collaboration product with Tongppyeo Gamjatang in mid-November.

Both companies plan to hold joint marketing events such as tasting sessions by inviting SNS influencers along with the product launch.

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