STUDIOMIMYO
SELECTED WORK
WORLD001 World Korea Launch002 Real Human Race003 World Space Seoul004 Orb Hunt Seoul005 World Chat PochaDAESANG006 Grainbow Launch & Growth007 면날면날 Challenge008 Jongga Online Pop-upPLAYLIST009 Brand Renewal & Website010 New Office BrandingTHE BOOTH011 Brand Identity012 Beer Collaborations013 Events & Parties014 Retail Branding
PROJECT FILE 008
INDEPENDENT STUDIO
IDEAS MADE REAL / SEOUL↓
BRAND
COMPANY

JONGGA
ONLINE POP-UP

  • #E-commerce
  • #Growth
JONGGA × HOSHI / 2024 BRAND CAMPAIGN
01 / THE BRIEF

A BRAND MOMENT
YOU COULD SHOP

Jongga’s Kimchi Blast Busan 2024 pop-up introduced an unexpected side of kimchi, supported by brand ambassador Hoshi.

The goal: extend that attention into online purchases through a Naver Smart Store pop-up and a limited-edition offer.

I led the online activation and promotional detail with the team, connecting fandom circulation and digital advertising to sales.

02 / THE ONLINE OFFERFROM INTEREST TO PURCHASE

TAKE THE POP-UP
HOME

While the brand team created the Busan pop-up, I led its online sales extension. The Naver brand store brought limited-edition HOXY? KIMCHI! and Jongga promotions together as a shoppable campaign moment.

HOXY? KIMCHI! / THE LIMITED-EDITION PRODUCT
KIMCHI BLAST BUSAN 2024 / BRAND CAMPAIGN CONTEXT
03 / THE AMBASSADOR & FANDOMFROM INTEREST TO PURCHASE

FAN INTEREST
MEETS AN OFFER

Hoshi’s role as Jongga’s ambassador gave the campaign a strong fandom connection. I used that existing brand momentum in the online activation, combining fandom-led sharing with digital advertising and a clear purchase destination.

HOSHI AT THE BUSAN POP-UP / FANDOM CONTEXT
  1. 01 / DISCOVER

    Hoshi & fandom

    Carry interest from the brand campaign into online conversation.

  2. 02 / VISIT

    Naver online pop-up

    Bring fandom traffic and digital advertising to a shoppable event.

  3. 03 / BUY

    A limited edition

    Give fans a way to take part through a product purchase.

04 / THE IMPACTFROM INTEREST TO PURCHASE

FROM FANDOM
TO SOLD OUT

The online activation turned interest in the wider brand event into purchases on Naver Smart Store.

2,000
LIMITED-EDITION UNITS

SOLD OUT

HOXY? KIMCHI! online pop-up sales

A commercial extension

The online pop-up gave audiences a way to participate and purchase beyond the physical venue.

MEASUREMENT FOCUS / Online orders, inventory sell-through and paid traffic
THE BUSAN BRAND EVENT / CONTEXT FOR THE ONLINE ACTIVATION
THE DETAILS / 008

HANDS ON
TOGETHER

BRAND / COMPANY
Jongga / Daesang
PERIOD / CHANNEL
18 July–4 August 2024
Naver Smart Store
MY ROLE
Myounghee Kang, in-house team lead at Daesang
I developed the strategy and execution details, and worked hands-on with the team to deliver the campaign. Scope centred on the online pop-up, promotional offers, fandom-led distribution and digital advertising.
MADE WITH
My team, agency partners, sales teams, product managers and the Jongga brand team
IMAGE & PROJECT REFERENCES

Brand imagery provides product and campaign context. Project scope and delivery are based on Myounghee’s account.