Thai SELECT South Korea Goes Digital

Monday, September 6, 2021



During April - July 2020 while Covid-19 was in a state of concern in South Korea, Thai Trade office in Seoul organised two digital campaigns to promote Thai SELECT logo and Thai SELECT restaurants. For the first campaign, 10 online videos introducing 10 Thai SELECT restaurants were created. In doing so, Thai character "Shewsheep" was introduced to Korean audience and the campaigns have created over 300,000 views for video contents. The second campaign was a collaboration with a famous food influencer in South Korea, Mr. Tony Hong, resulting in revenue increase of more than 10 percent.


Campaign 1

Due to Covid-19 pandemic, consumers opted not to dine out. Therefore, 10 online videos were created to promote 10 Thai SELECT restaurants through stories with a Thai character called "Shewsheep". The videos were distributed through different platforms including Facebook, YouTube, Instagram, and Thai Trade office's official website. Apart from this, there was a collaboration with local food bloggers to promote brand image and brand awareness of Thai SELECT logo and Thai SELECT restaurants to Korean consumers.


Campaign 2

Thai Trade Office in Seoul collaborated with Tourism Authority of Thailand - Seoul office in organising "Aroi Jung" campaign to promote Thai food and 23 Thai SELECT restaurants. For this campaign, a famous Korean food influencer, Mr. Tony Hong, was invited to review Thai food of the participating restaurants. Mr. Tony is both a celebrity and entrepreneur who operates many restaurants in Seoul. Besides, he won a cooking competition in a TV Show "Please Take Care of My Refrigerator" by using Thai ingredients.


Both campaigns were success stories which promoted Thai food to Korean audience. Please stay tuned for any upcoming campaigns by Thai SELECT.