Korean culture has been having a very visible moment in India. From K-pop and K-dramas to fashion, beauty and food, Korea has become increasingly familiar to a younger audience. Wow! Momo Foods is now looking to tap into that interest through its latest campaign, Korean Karnival, in partnership with Sprite.
Running from September 4 to October 4, the campaign spans Wow! Momo, Wow! China and Wow! Chicken, bringing Korean-inspired offerings across all three brands under one campaign.
Wow! Momo’s menu includes Chicken Korean Spicy Momo and Corn Cheese Korean Spicy Momo, while Wow! China is offering Chilli Oil Noodles with Korean Hot Balls. Over at Wow! Chicken, consumers can try Korean Kurkure Burgers along with other Korean-inspired chicken options.
The campaign also comes with an incentive to keep consumers coming back. The customer with the highest number of repeat purchases during the campaign gets a chance to win a couple’s trip to Korea.
That reward is arguably the most interesting part of the campaign, turning what could have been a standard limited-period food launch into a repeat-purchase proposition. Instead of simply getting consumers to try a Korean-inspired dish once, Wow! Momo Foods is using the Korea trip to encourage multiple visits across the campaign period.
Sprite fits naturally into the proposition as well, particularly given the focus on spicy flavours. The beverage brand is being positioned as a pairing for the campaign’s Korean-inspired dishes.
The campaign will be promoted through social media and digital content, creators, in-store communication and other consumer engagement activities.
Rather than treating Korean food as a standalone menu trend, Korean Karnival brings together food, pop culture and the larger appeal of Korea across three different food formats.
Talking about the campaign, Muralikrishnan, Co-founder & CMO, Wow! Momo Foods said, “Korean Karnival is about bringing the excitement of Korean culture into a food experience that feels relevant to today’s young consumers. Korean food has become an important part of how Gen Z discovers and engages with global culture, and we wanted to build on that interest through flavours and formats that invite exploration.”
He further added, “From a business perspective, the campaign is designed to move beyond the excitement of a first trial and create reasons for consumers to return. The opportunity to win a trip to Korea adds an aspirational dimension to that journey, making repeat visits part of a larger experience. By bringing three brands into one connected campaign, we are creating a platform that combines cultural relevance with a clear objective: driving discovery, frequency and repeat consumption.”
