K-Street Food by Jongga & O'food

AGENCY: Amplify
ROLE: Design Director

Transforming Korean street food into a cultural phenomenon, we launched a coast-to-coast activation for global leaders Jongga and O'Food, with the mission to elevate Korean cuisine from the ethnic aisle into mainstream American food culture. We teamed up with viral chef Rob Li to reimagine traditional Bunsik (Korean street food) into bespoke creations that honored sweet, savory, and spicy K-street favorites.

As Graphics Lead, I designed the comprehensive visual identity spanning custom food truck wraps, environmental wayfinding systems, promotional signage, and branded merchandise.

The activation drew nearly 4,000 food enthusiasts across Los Angeles and New York City, serving 4,850 dishes and generating 2.1M social media impressions.

COLLABORATORS

Creative Director: Jo Kang
3D Designer: Anthony Bright
Photography: Christopher Pierantoni & Kadeem Olijah