Innovation in Live Experiential Events to Promote Korean food culture in the UK

Innovation in Live Experiential Events
Innovation in live experiential event to promote Korean food culture in the UK
DSI 1517475 Sohyun Bae
Supervisor : Busayawan Lam

Innovation in Live Experiential Event
??
2
Motivation KRQ./Aim/Objectives Methodology Findings Analysis Recommendation
No unique
Identity
Why?

3
Why?
Highly
Celebrity-led

Innovation in Live Experiential Event 4
Why?
Medical
Terms
Promote
Superiority
Claim
Ownership
No
Understanding
Non-Korean
Consumers
Traditional advertising (one-way communication)
No unique
Identity
Less
Engagement

Why the UK?
- No existing studies about attitudes towards Korean foods
- Not many opportunities to experience Korean foods
(Compared to Asia countries, the US)
- Possibility of growth in popularity
(Korea K-food festival, 2015) (New York K-food festival, 2014)
(New York bibimbap packers, 2014)

How?
Experiential Events :
“Occurrences designed to communicate particular messages to target audiences” (Kotler, 2003)
“Event organiser can design experiential moments that present guests with deeply valued and memorable experiences” (Berridge, 2012)
“Event changes people’s behaviour because it connects emotionally” (Jackson, 2016)
“Experiential events build longer term changes in attitude and belief” (Wood, 2009)

How can design helps to develop live experiential events
in order to promote Korean food culture in the UK?
“
“

1. To review current strategy and practices of KFF (Korean Food Foundation) to promote
Korean cuisines and context of Korean food
2. To explore theories of live experiential events design
3. To investigate attitude and perception of audiences towards Korean culture and food
4. To review good practices of live experiential events
5. To identify the role of design and key design elements in creating experiential events
6. To develop design-led guidelines to design live experiential events to promote Korean food culture
To develop strategic design-led guidelines on how to design live
experiential events for expanding Korean food culture in the UK.
Aim
Objectives
9

1. Current organisations
2. Food trends
Secondary Research - Literature Review
12

3. Studies on experience and events
Secondary Research - Literature Review
13

4. Customer research
Secondary Research - Online Review
Korean BBQ
Experience
Bibimbap Chi-maek
Combination with
Chicken and beer
“we enjoyed a lot the barbecue in front of you on your table!
Also, the use of lettuce instead of pies for wrapping your meat
was surprising… A nice experience to have!”
(Tripadvisor,2016)
“Only English friend chicken shop I know is Kentucky Fried Chicken,
and it’s not somewhere that’d you’d go and have a proper meal.
Whereas this I can imagine eating this is a proper restaurant
and taking my time over it”
(Youtube Englishman Chi-maek,2015)
14

• Brand Experiential Events
Secondary Research - Case studies
15

• Focus Group Interview (Workshops)
Primary Research - User Research
- Residents of the UK
- Who have different nationalities
(Britain, India, Nepal, Morocco, Sweden,
Bangladesh, Greece, Somalia)
- Aged between 20 and 35
- Interested with new cultures and foods
- Unfamiliar with Korean cuisines
Participants are
16

• Observation
Primary Research - User Research
Date: 20.7.16
Location: Koba, Korean BBQ
restaurant in Soho
Participants: 3 people
17

Primary Research - Experts Interview
Experts from top 20 brand experience
agencies in the UK/cultural sector
1. Director of The Experience is the Marketing
Previous vice president at George P Johnson, Jack Morton Worldwide
2. Senior Art Director at Sense London
3. Senior Creative Strategist at Jack Morton Worldwide
4. Manager of culture team at Korean cultural centre
Authenticity
Empower-
ment
Social
Interaction
Measurement
18
Insight

Literature Review - Context of Korean foods
Believed as
medicine
Harmony
with nature
Sharing,
communal
- Healthy diet
- Nutritionally-balanced
- Colours of nature
- Fermented foods
- Various vegetables dishes
Diversified - Community-oriented
- Family-oriented meal
- Five mixture of taste
- Variety of side dishes

Literature Review - Food Trends
Growing
Mega food trends map 2016-2017 (The food people, 2016) Cuisines map 2016 (The food people, 2016)

Experiential Events Framework
22
Literature Review - Framework Development
- Experiential marketing - SEMs, ExPros (Schmitt, 1999)
- Event studies (Getz, 2007)
- Experiential marketing (Smilansky, 2009)
Strategic
Experiential
Modules
Experience
Providers

Case studies - Key Insights
23
Event Type of event Target Audience Message Story & theme
The World
of Coca
Cola
Product visitor
attractions
Public Happiness
Immerse in Coca-Cola
world
McDonalds’
“I’m Lovin It
24”
Created events,
Publicity events
Public,
McDonalds’
customers
Joy
Unexpected gift,
Surprise in daily life
Adidas
future
house
Pop-up store,
Publicity events
Young people
Your future
is not mine
Set own path to the
future, free and bold
Google
‘Closer’
Created events
Clubbers,
music fans
Closer
Connecting between
people, digital and live
worlds
Google ‘Pay
with photo’
Road shows Smartphone
users
Easy to use
Easy and fun with
Google photos
Nespresso
moments
Pop-up store,
Product
sampling
Coffee drinkers
Special
moment
Elevate consumers
into stars
Avocado
brunch
Pop-up store Foodies
Creative,
Innovative
Creative themed
brunch
Nike ‘Catch
the flash”
Created events
Public,
runners, Nike
users
Safe,
visible
Active movement,
safe running with Nike
Foodies
festival
Festival
Family, friends,
Foodies
Fun,
family-
oriented
Weekend family
gathering event
Dalton yard
street feast
Festival
Friends,
Foodies
Exciting,
lively
Vibrant food
experiences
1. Authentic, meaningful
message/story/theme
2. Multi-sensory experiences
3. Provoke positive emotions
4. Unexpected elements in terms of
location, time, display, activities
5. Fully engage audiences with
five dimensions of experiences
(sense, feel, think, act, relate)
6. Use surprise and humour

Case studies - McDonalds ‘I’m Lovin it 24’ 24cities, 24 hours, 24 gifts (2015)
24
- Type of event : Created events, publicity events
- Target audiences : Citizens in 24 cities in the world, McDonalds’ customers
- Message : Joy
- Story & Theme : Unexpected gift, Surprise in daily life

User research - Key Findings
25
• Workshop Results

1. Healthy, well-being, nutritious, organic, non-greasy, balanced
2. Exhilarating, interesting, amusing, joyful
3. Traditional, authentic
4. Creative, unique, exotic
5. Family/friend-oriented
• Workshop Results

27

28
• Collage
Group 1
- Variety of colours
- Organic
- Family/friend-oriented
- Many side dishes
- Confused with Japanese,
China culture

28
• Collage
Group 2
- Fresh, healthy, organic
- Traditional
- Modernity
- Many side dishes
- Variety of colours

Key Issues - Role of Design in events
31
“Design is essential to an event’s success because it leads to improvement of the event on every level”
“Design is an integrated systematic series of actions that are purposeful at every stage of the event execution”
“Designing events should be seen as an implementation to solve a problem on the basis of the rationale of having the event”
(Berridge, 2012)
Problem
solving
Planning
Process
Decoration
Experience
Design

Key Issues
30

Key
message
Story & Theme
Experience design
Experience providers
- Healthy, organic, balanced meal
- Family-oriented, togetherness
- Amusing dining experience
- Harmony with nature
- Hansik is rooted in nature
- Korean foods play a role as a medicine
- Food cultures are based on sharing
enhancing a bond
- Vibrant food experience
- Experimental, joyful, vibrant,
warm, family, friend-oriented,
educational, entertaining
food experience
- Visual Identity
- Signage
- People
- Product presence
- Spatial environment
- Electronic media
- Programmes

3 themed-Moodboard

Mood board - Theme1. Modernity

Mood board - Theme2. Tradition

Mood board - Theme3. Harmony with nature / well-being

Thank you
43

References
Berridge, G. (2012). Event Experience: A Case Study of Differences Between the Way in Which Organisers Plan an Event
Experience and the Way in Which Guests Receive the Experience.Journal of park and recreation administration, 30(3).
Berridge, G., (2012). Designing event experiences. The Routledge Handbook of Events, London: Routledge, pp.273-288.
FOOD & BEVERAGE TRENDS 2016-2017. (2016). 1st ed. [ebook] thefoodpeople: thefoodpeople. Available at: http://
thefoodpeople.co.uk/food-trends [Accessed 1 May 2016].
Getz, D. (2007). Event studies. Oxford, UK: Butterworth-Heinemann.
Hansik.org. (2016). Korean Food Foundation. [online] Available at: http://www.hansik.org/en/index.do [Accessed 28 Apr. 2016].
Schmitt, B. (1999). Experiential marketing. New York: Free Press.
Smilansky, S. (2009). Experiential marketing. London: Kogan Page.
Wood, E. (2009). Evaluating Event Marketing: Experience or Outcome?. Journal of Promotion Management, 15(1-2), pp.247-268.
Jackson, K. (2014). The changing face of the event industry. [video] Available at: https://www.youtube.com/watch?
v=bfbbbFLTzFk [Accessed 6 Aug. 2016].
Youtube, (2016). Korean Englishman 'English people try Korean Chicken and Beer'. [video] Available at: https://youtu.be/
srXsCRnSgBA [Accessed 16 Aug. 2016].
[Images]
1boon, (2016). Rice burger. [image] Available at: https://1boon.kakao.com/share/foodboom [Accessed 16 Aug. 2016].

References
Askakorean, (2016). Law and Economics of Korean Street Food. [image] Available at: http://askakorean.blogspot.co.uk/2014/09/
law-and-economics-of-korean-street-food.html [Accessed 16 Aug. 2016].
Beer2day, (2016). Korean BBQ. [image] Available at: http://www.beer2day.com/1668 [Accessed 16 Aug. 2016].
Beyond hallyu, (2014). Why is Korean food marketing so terrible?. [image] Available at: http://beyondhallyu.com/food/bh-discuss-
korean-food-marketing-terrible/ [Accessed 16 Aug. 2016].
Daumblog, (2016). Korean dish. [image] Available at: http://blog.daum.net/kbmana/8880853 [Accessed 16 Aug. 2016].
Daumblog, (2016). Soybean paste. [image] Available at: http://blog.daum.net/_blog/BlogTypeView.do?
blogid=0kkGe&articleno=9671&_bloghome_menu=recenttext [Accessed 16 Aug. 2016].
Donga, (2016). Chickenman. [image] Available at: http://dkbnews.donga.com/List/Total/3/01/20031128/34204692/1 [Accessed 16
Aug. 2016].
hanplaceclarknj, (2016). Korean BBQ. [image] Available at: http://hanplaceclarknj.com/ [Accessed 16 Aug. 2016].
korean.cri.cn, (2016). Cutlery. [image] Available at: http://korean.cri.cn/580/2006/12/26/1@83395_11.htm [Accessed 16 Aug.
2016].
kerorias.blogspot, (2016). Kimbap. [image] Available at: http://kerorias.blogspot.co.uk/2014/01/eng-korean-food-makanan-
korea.html [Accessed 16 Aug. 2016].
K-food, (2016). K food. [image] Available at: http://www.k-food.me/ [Accessed 16 Aug. 2016].
korean.visitkorea.or.kr, (2016). Hanjeongsik. [image] Available at: http://korean.visitkorea.or.kr/kor/bz15/where/netizenbest/
cms_view_1740326.jsp [Accessed 16 Aug. 2016].

References
Socoolkorea, (2016). Patbingsu. [image] Available at: https://socoolkorea.com/2015/07/13/patbingsu-a-shaved-ice-treat/ [Accessed
16 Aug. 2016].
Taste of Korea, (2016). Image of Korean Food. [image] Available at: http://london.hansik.org/uk/article/lduk0405000000/view.do?
articleId=695&page=&searchKey=&searchString=&searchCategory= [Accessed 16 Aug. 2016].
theroyaltaster, (2016). The Royal Expo: il padiglione Corea. [image] Available at: http://theroyaltaster.com/2015/05/the-royal-
expo-il-padiglione-corea/ [Accessed 16 Aug. 2016].
Timeforum, (2016). Chicken. [image] Available at: http://www.timeforum.co.kr/FOOD/12639453 [Accessed 16 Aug. 2016].
Travelweek, (2016). Korea Tourism Organisations’ new branding designed to attract 20 million tourists. [image] Available at:
http://www.travelweek.ca/news/korea-tourism-organizations-new-branding-designed-attract-20-million-tourists/ [Accessed 16
Aug. 2016].
Youtube, (2016). Korean Englishman 'English people try Korean Chicken and Beer'. [video] Available at: https://youtu.be/
srXsCRnSgBA [Accessed 16 Aug. 2016].
neilmendoza, (2016). Museum of London. [image] Available at: http://www.neilmendoza.com/portfolio/museum-of-london/
[Accessed 16 Aug. 2016].

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