Korea Launches Global K-Seafood Campaign with ZEROBASEONE
South Korea’s Ministry of Oceans and Fisheries (MOF) has launched a new global campaign designed to introduce Korean seafood to international consumers and strengthen the global identity of K-Seafood. The initiative comes as interest in Korean food and culture continues to expand worldwide, creating new opportunities for Korean seafood products to reach consumers in international markets.
The campaign combines the growing popularity of K-food with the global influence of K-Culture, using entertainment and contemporary Korean expressions to create a distinctive identity for seafood products from South Korea. As part of the initiative, popular K-pop group ZEROBASEONE has been selected as the featured artist, bringing its international recognition and global fan base into the campaign.
The campaign is built around the slogan “Give it a Kick, Dive into K-Seafood,” a message intended to capture the energetic character of Korean culture while encouraging consumers around the world to explore Korean seafood. Through a series of engaging promotional videos, the MOF is presenting Korean seafood in a format designed to connect with younger audiences and consumers who are increasingly interested in Korean food, entertainment and lifestyle.
ZEROBASEONE Brings K-Pop Energy to K-Seafood Promotion
ZEROBASEONE plays a central role in the campaign, helping connect Korean seafood with the international popularity of K-pop. The group has developed a significant global following, making it a natural platform for introducing Korean seafood products to audiences beyond South Korea.
Rather than relying solely on traditional food advertising, the campaign uses contemporary language, visual storytelling and playful expressions to communicate the characteristics of individual seafood products. The approach is intended to make K-Seafood more recognizable and accessible, particularly among younger consumers who are already familiar with Korean popular culture.
Four campaign videos focus on flatfish, oysters, GIM, and abalone. Each video presents a different seafood product while incorporating Korean slang and expressions to emphasize distinctive characteristics such as quality, texture, flavor and overall appeal.
Flatfish Campaign Highlights “GAK”
The campaign’s flatfish content focuses on the Korean word “GAK,” which refers to an angle or edge. The concept is incorporated into the message, “No.1 K-Flatfish! The world-class GAK!”
The phrase gives flatfish a modern and energetic identity while emphasizing its position as a representative Korean seafood product. By connecting the product with a familiar Korean expression, the campaign seeks to make the promotional message memorable for international audiences.
Flatfish is one of the seafood products receiving dedicated attention as the MOF works to increase awareness of Korean seafood overseas. The campaign uses the concept of “GAK” to create a playful association that can be easily connected with the product and the broader Korean cultural experience.
Oysters Presented Through “POM”
Korean oysters receive their own spotlight through the expression “POM,” a contemporary Korean slang term associated with style, presence or an impressive appearance.
The campaign message, “Try the POM of K-Oyster. Best bang for your buck,” positions Korean oysters as an appealing combination of quality, flavor and value. The wording is designed to communicate the product’s appeal in an informal and contemporary way while making the message easy for younger consumers to remember.
The use of “POM” also reflects the broader strategy behind the campaign. Rather than presenting seafood only through traditional descriptions, the MOF is using expressions associated with modern Korean culture to create stronger connections between food products and the cultural trends that have helped Korean cuisine gain international recognition.
GIM Showcases Authentic Korean Flavor and Crispiness
GIM, Korean dried laver, is another featured product in the campaign. The promotional video uses the Korean expression “ZZIN,” which conveys the idea of something genuine, authentic or particularly impressive.
The campaign describes GIM with the message, “The absolute crispiness. A ZZIN hit that hooked the world.” The wording draws attention to one of GIM’s defining characteristics—its crisp texture—while presenting it as an authentic Korean food that has already gained recognition among consumers internationally.
GIM has become increasingly familiar to consumers outside Korea and is often incorporated into meals, snacks and contemporary food products. Through the campaign, the MOF is emphasizing its Korean identity while presenting its texture and versatility as qualities that can appeal to consumers across different markets.
Abalone Takes Center Stage With “DDING”
Abalone is promoted using the Korean slang expression “DDING,” which can be used to convey surprise, admiration or a strong positive reaction.
The campaign’s message states, “One bite, and you’ll go DDING. That’s K-Abalone — a true masterpiece of the sea.” The phrase is intended to capture the reaction consumers may have when experiencing the seafood for the first time while positioning Korean abalone as a premium and memorable product.
Through its emphasis on taste and the experience of eating abalone, the campaign seeks to create curiosity among international consumers. The use of “DDING” adds a playful element to the promotional message and reinforces the campaign’s overall focus on modern Korean language and culture.
Connecting K-Food With Global K-Culture
The campaign reflects the growing relationship between Korean food and the wider global popularity of Korean culture. K-pop, Korean entertainment, fashion and other cultural exports have helped increase international awareness of South Korea, creating opportunities for Korean food products to benefit from the same global interest.
The MOF’s strategy is to use this cultural momentum to establish K-Seafood as a recognizable category in its own right. By featuring ZEROBASEONE and incorporating contemporary Korean expressions, the campaign aims to create a connection between seafood products and the broader Korean cultural experience.
The four videos also give each seafood product its own identity, allowing consumers to associate specific characteristics and messages with flatfish, oysters, GIM and abalone. This approach provides a foundation for broader international marketing activities as awareness of Korean seafood continues to develop.
Expanding Global Awareness of Korean Seafood
The Ministry of Oceans and Fisheries expects the campaign to contribute to greater international awareness of Korean seafood and its diverse product offerings. As global consumers show continued interest in K-food and K-Culture, the ministry plans to use a range of international content and promotional initiatives to introduce Korean seafood to new audiences.
The campaign represents an effort to move K-Seafood beyond a traditional export category and establish it as part of the broader Korean cultural brand. By combining seafood products with K-pop, contemporary language and visually engaging content, the MOF is seeking to make Korean seafood more familiar and appealing to consumers around the world.
With ZEROBASEONE serving as the campaign’s featured artist, the initiative brings together two elements with growing international visibility: Korean seafood and K-pop. The “Give it a Kick, Dive into K-Seafood” campaign ultimately aims to encourage global consumers to discover the variety, quality and distinctive character of seafood produced in Korea.
As the international popularity of Korean cuisine continues to grow, the MOF intends to maintain promotional efforts across global markets. Through continued content development and international initiatives, the ministry aims to strengthen recognition of K-Seafood and introduce Korean seafood products to an increasingly diverse global consumer base.
Source Link:https://www.businesswire.com/
