BACKGROUND

NutriAsia recognized the massive, untapped opportunity of the Hallyu (Korean Wave) fever in the Philippines. The challenge was to swiftly move from traditional Filipino flavors into the unexplored, high-growth Korean home cooking market, establishing first-mover advantage with accessible, convenient meal solutions (Fun Chow Korean Rice Mixes and Oppa Mixes).

SOLUTION

NutriAsia secured popular Korean actor Kim Seon Ho to embody the "Kilig" and charm of K-Drama, instantly linking the product to the aspirational Korean lifestyle. To mirror the high production value of K-Content, Cheil and NutriAsia teams flew to South Korea to execute the shoot with an all-Korean production.

RESULTS

Achieved an aggressive 30% increase in sales within the first three months of launch, demonstrating rapid consumer adoption. The campaign successfully carved out a brand-new segment, propelling the Korean-style rice mix category from 0% to 41% penetration nationwide.

By being the first to effectively monetize the Hallyu trend in this category, NutriAsia secured a definitive leadership position in the emerging mass-market Korean home cooking segment.