Amplify brings Korean snack culture to the streets of LA and New York for O'Food and Jongga

Amplify, a global creative agency focused on experience and culture, has created a unique K-Street food experience in LA and New York for O'Food and Jongga, two of the world's leading Korean food brands.

The “JO'Bunsik activation” involved a food truck tour across LA this weekend, where visitors got the chance to sample authentic Korean comfort food from viral private chef, Rob Li (@broccoliRaab).

For the ‘JO’Bunsik’ food truck, Rob Li curated a menu of unique, yet accessible Korean comfort food crafted with Jongga and O’Food’s top products available now in the U.S. The menu featured bold takes on street food classics such as Jongga’s Napa kimchi, and O’Food’s cheesy tteokbokki with corn and bacon, and more! 

A proudly self-taught cook dubbed as “the internet’s favorite private chef,” Rob has captivated his followers with his inventive and delicious recipes and was selected by Amplify as the creator most likely to resonate with its audience and objectives.

Guests received two free dishes at the food truck and samples of some of Jongga’s and O’Food’s most popular products, merch giveaways and other special surprises. Inspired by traditional Bunsik stores, the JO'Bunsik truck is adorned with bright, colorful branding, with the name combining both brand names.

The food truck pop-up stopped at three different locations throughout LA over three days, from Fri Sept 20th-Sun 22nd. The food experience tour continues in New York next weekend, starting on the 27th of Sept at Astor Place and Union Square.  

The food truck tour follows Amplify’s multi-award-winning “Flavourverse” pop-up for Jongga that ran September - October 2023, including Event Marketer awards (Winner of Best Pop-Up) and Campaign Experience Awards (3x Winner of Best Pop-Up, Food and Exhibition).

The campaign comes as Jongga and O’Food look to further expand in the US market by inspiring customers to add Korean ingredients and flavors to their weekly shopping baskets.

Jennifer Lee, head of global food business unit, Daesang for Jonnga, said: “Bringing the bold flavors of Korean street food to the streets of LA and NY is an exciting proposition. We want to see our products being enjoyed, and have them feature in the everyday shopping baskets of customers who are looking for easy and delicious ways to spice up their weekly meal preps. To become a part of our audience’s everyday lives, we need to show up in their everyday locations, so we worked with Amplify to create our touring JO'Bunsik truck where we will be serving up some incredible dishes created in collaboration with the incredible talent Rob Li. From savory kimchi to mouth-watering tteokbokki, we've created a chance to sample the true flavors of Korea with Jongga & O’Food.”

Jo Kang, Group Creative Director, Amplify, said: “Jongga and O’Food want to move their products from the "ethnic" aisles of supermarkets into the everyday shopping baskets of customers looking for easy and delicious ways to spice up their weekly meal preps. To become a part of our audience’s everyday lives, we needed to show up in their everyday locations on the East and West Coasts.  Busik is addictive and affordable Korean street food that has a special place in Korean food culture, especially among the younger audience.”