@wordswithbones: I came across this bottle of @Sooki Foods sesame oil the other day and was really impressed with the branding, but couldn’t help noticing how it’s a great example of how many American-created brands of foreign food ingredients would have a difficult time being re-introduced back into their country of origin. Anyway seems like a great product. #koreanbrand #brandstrategy #brandidentity #globalbranding #globalbusiness

rechta supremacist~ 🇩🇿🇵🇸🔻 :

in algeria, you know the olive oil is gonna be amazing when it's in a coca cola bottle with the label removed lmaoo pretty packaging doesn't work here

Jimmyayo :

My imo and gomodeul are only going for this asthetic

Peter F :

people really fucked with the way Graza has been doing things but either already bought it or don't want to appear like they're "basic"

takita kong :

My grandma keeps her sesame oil in a liter bottle of samdasoo. Unimpressed

andrew :

For me, as a Korean who has been convinced to try Westernized versions of Korean food before, only to find they were nothing like the authentic dishes, anything labeled “Korean” but designed with a Western aesthetic immediately makes me question its authenticity. It makes me less likely to trust the quality or taste because my past experiences have often been disappointing.

Vivi :

There was also a controversy recently when white americans tried to gentrify hotpot soup bases and sell them for a higher price when asian shops sell hotpot soup bases for much cheaper and they criticised the brand for taking away potential customers from asian owned shops.

Brapbapbapbap :

So if you make friends with the right people, you can enter the 참기름 cartel...

xtjpark :

What if they throw it at “Korean Erewhon” Twelve? Koreans might have mixed reception on Korean American products so it might not work there either though

Mit2 :

I've made the mistake of trying some of these bougie gentrified Asian foods in the US and been disappointed every time. The flood of "vegan kimchi" in cute packaging flooding Whole Foods (etc) was crazy. What's worse is I started seeing them in places like HMart in Austin too. Taste was awful. I don't trust the gentrified stuff anymore.

tjh2005 :

I love all your videos. They are so well-rounded and well-researched! You go in to so many aspects… marketing, branding, culture, business… great work!

ColdAngst :

nice glasses

christlee :

Omg. I never thought of this breakdown. Thank you! I hate that both the OG metal can and the fancy sooki would work on me being Korean American 😅 and I’d still be confused on which I prefer. But go for the ones our parents used bc I don’t know what is “good quality” in modern markets

I Z A 🐥 :

Honestly the packaging would catch my attention .. it’s also very aesthetically pleasing which so many love these days for their “stories” / photos and just chilling in the kitchen

Hortense🌷 :

It is intended for the American market exactly for this reason: for westernised uses such as salads, dips and other types of foods that are far from Korean traditional cuisine :)

mwah :

would be proud ✨

zla85g0ham :

Is there any Korean equivalent of the ofjer way around ? Like a product in Korea premiumized that wouldn’t work overseas

danny :

i want ur sunglasses 🫤

jkimchi88 :

Ahh wanted to try it in Canada.. they don’t ship here 🥺

alifeofbangtan :

Looks yummy

Nasty :

I guess this brand is "genius" to white people who just discovered what Korean food is. Fly By Jing and Momofuku do the same thing with chili oil, and people buy it just because the packaging is cool and the branding appeals to white people; even though the product inside is worse quality and 2-3x more expensive than what Chinese people actually use. This is 100% going to appeal to people who see Kfood as a trend, who don't appreciate the food/culture.

user733323554634 :

Mon :

Another premium sesame and perilla oil is @olim_oil they press their oil the morning of shipment in Jersey and use Korean seeds it’s fire

boopinthroughlife :

$30 😬 only white people buying that 😭