namdong: korean flavor
Korean culture is everywhere: from K-pop to K-dramas, and now, even in our kitchens. The Netherlands has fallen in love with all things Korea. And the biggest trend of all? Noodles.
When Namdong, a Korean inspired noodle-brand, launched in the Dutch market, the challenge was clear: How do you stand out and make these noodles the next big thing?
THE FULL K-EXPERIENCE
K-culture isn’t just a trend, it’s a lifestyle. It’s music, dance, fashion, food, fandoms, and a whole lot of fun. To win over Gen Z, we needed to go beyond taste. We had to bring the full Korean experience. We set out to make Namdong the brand that embodies everything people love about Korea.
We kicked things off with the Korean dance crew Miso Zone, introducing our adorable mascot Rami to the world. Rami danced his way across TikTok and the internet fell in love.
To truly let people taste Korea, we hosted a Namdong Korean Noodle Pop-Up. An immersive event where the Netherlands’ biggest noodle lovers and creators got their first bites of Namdong’s flavors. The atmosphere was pure Seoul energy. And the grand finale? Concert ticket to the popular K-pop band ENHYPEN at the Ziggo Dome, the ultimate nod to K-fandom culture.
GIFTING, GIFTING, GIFTING
To keep the buzz going, we partnered with Thomas Panterpoes, the Netherlands’ biggest noodle enthusiast. Together, we created a limited-edition PR package, personally delivered to 30 top Dutch creators by Thomas and Rami. Unboxing videos, noodle slurps, and chaotic kitchen moments took over TikTok and Instagram in days.
The results of this campaign:
- Massive online reach with viral launch videos
- PR packages shared organically by top creators
- Brand association with K-culture
By blending food, fandom, and fun, Namdong didn’t just introduce noodles, it built a brand that people want to talk about, dance with, and eat again (and again).
What's in it for the marketer?
Namdong shows what happens when you tap into culture, not just trends. By blending food, fandom, and fun, the brand turned a product launch into a full-blown cultural moment. The takeaway? When your audience already loves the culture you’re inspired by, don’t imitate it, embody it. Give people experiences that make them feel part of the community, not just the marketing.
