South Korean food companies are increasingly using global entertainment franchises to refresh established brands and reach consumers beyond traditional grocery channels, a trend that could create new marketing opportunities for consumer-product companies and entertainment partners.
Ottogi is the latest example. The food maker said September 17 that it will launch a limited-edition version of its Yeul Ramen instant noodles featuring characters from the upcoming “Street Fighter” movie, which is scheduled to open October 14. The collaboration marks the 30th anniversary of Yeul Ramen.
For U.S. consumer and entertainment companies, the campaign highlights a broader opportunity in South Korea’s highly developed food and pop-culture markets: established packaged-food brands can use movie characters, limited-edition products and physical experiences to generate consumer attention without launching an entirely new product
The limited-edition Yeul Ramen packages will feature Ryu and Ken, two of the “Street Fighter” franchise’s best-known characters. Each package will also carry a QR code directing consumers to promotional events connected with the collaboration.
Production of the new packaging began September 17. Limited quantities will be sold through online and physical retail channels across South Korea beginning in late September for about a month
Ottogi is also taking the campaign beyond retail shelves. From September 22 through October 17, the company will operate an interactive pop-up experience on the seventh floor of Lotte Cinema World Tower. Lotte Cinema will sell a limited-edition “Yeul Ramen Popcorn” as part of the promotion.
The timing gives Ottogi several weeks to build awareness around the collaboration before the “Street Fighter” movie opens in South Korea on October 14.
For Ottogi, the partnership comes as the company marks three decades of Yeul Ramen. For the broader consumer industry, it illustrates how food companies can use entertainment intellectual property to create limited-time products and experiences around established brands.
Ottogi was also recently named one of 100 “Top Job-Creating Companies” selected by South Korea’s Ministry of Employment and Labor for its performance in job creation and improvements in employment conditions.
