#Japan #Tokyo #Moranbong #Hanshok #Bulgogi

Celebrating 20 Years of 'Korean Cuisine'

Moranbong Co., based in Fuchu City, Tokyo, is set to launch the second TV commercial for its acclaimed 'Korean Cuisine' series, marking a significant milestone of 20 years. This new campaign focuses on bulgogi, aiming to further popularize Korean food in homes across Japan. The second round of commercials will begin airing on May 23, 2025, in the Tohoku region, expanding to new areas like Kinki and Nagoya in the months that follow, concluding on September 7, 2025, in Niigata.

TV Commercial Overview

The upcoming TV commercials will feature two distinct narratives: one centered around bulgogi and the other showcasing Hanshok, with the latter encouraging families to consider Korean cuisine as a regular option in their dining choices.

In the bulgogi segment, a mother character calls her family to share the unique and appealing characteristics of 'Korean Cuisine's' spring noodles bulgogi, emphasizing the delightful chewy texture of the noodles. The Hanshok segment depicts a playful exchange where kids excitedly choose Korean food over traditional Japanese or Western meals, capturing a sense of familiarity and comfort with Korean cuisine.

Last year, the first commercial garnered impressive results with the Tohoku region reporting over 200% sales growth, particularly for 'Korean Cuisine's' spring noodles bulgogi, which saw a staggering 517% increase. This kind of engagement indicates a strong potential audience eager to explore and embrace Korean culinary options.

Why Focus on Bulgogi?

Several lifestyle factors have prompted the decision to highlight bulgogi. As busy lives make quick meal preparations essential, there is a common desire for simple yet delicious options that do not compromise on satisfaction. Bulgogi strikes a chord as a dish that is familiar yet versatile, appealing to children and adults alike with its sweet flavor profile. It’s often associated with dining out, which presents a significant opportunity for it to become a household favorite. Moreover, the inclusion of spring noodles enhances both the volume and nutritional value, making it not just a meal but a satisfying experience in itself.

Expanding Korean Cuisine Acceptance

The Hanshok segment aims to shift the perception of Korean cuisine beyond restaurants and into everyday life. The engaging exchange between the mother and children illustrates the aspiration for Korean dishes to thrive as staple home-cooked meals. With a total of 14 items in the 'Korean Cuisine' series, Moranbong recently revamped eight products to align with modern tastes while retaining the authenticity of the cuisine.

The array includes popular items such as chapchae, spring noodles bulgogi, stone pot bibimbap, and more, appealing to a diverse palate.

A visual representation of the updated lineup showcases the delicious offerings that ensure home-cooked Korean meals become the go-to choice this spring and summer. By leveraging this two-decade legacy, Moranbong Co. is poised to bolster the appeal of Korean flavors in Japanese households like never before, reinforcing cultural ties while promoting healthy eating habits with vibrant dishes that reflect comfort and warmth.

Conclusion

With this new campaign, 'Korean Cuisine' is poised to become a household name, bringing families together around the table to enjoy the rich flavors that Korean cooking has to offer. As the series continues to evolve and adapt to consumer preferences, its journey over the past 20 years sets the foundation for an exciting future in the culinary landscape.