Brands are meeting customers where they are—sponsoring traditional culture festivals, running college ambassador programs, hosting events at baseball stadiums, and backing popular running races to broaden consumer connections.
Binggrae is joining as a sponsor of the 2026 K‑Heritage Festival: Pungnyu Miso. The Korean Heritage Cultural Foundation and Savers Korea are co-hosting the event, which runs May 9–10 at the Culture Depot in Mapo‑gu, Seoul. Under the theme \"From preserved traditions to a plaza festival: A new, intergenerational smile,\" the festival presents performances, exhibitions, hands‑on activities, and a lively market.
At the T1 pavilion, Binggrae will showcase artist Kim Si‑young’s black‑glazed moon‑jar piece inspired by the Banana Flavored Milk bottle — a work first revealed at last year’s K‑Heritage Art Exhibition. Since its debut, Banana Flavored Milk has leaned into a jar‑style package influenced by Korea’s traditional moon jar to reinforce the brand’s identity.
Binggrae is also running an event zone on site. Around the T1 and T2 plazas, visitors can try folk games like tuho and juryeonggu and join traditional craft workshops. Participants will receive samples of Banana Flavored Milk and Melona. The folk games are free from 10:00 a.m. to 6:00 p.m., and the craft sessions operate by session via online pre‑registration and on‑site sign‑ups.
Cuckoo kicked off the second cohort of its college ambassador program, \"Cuckoo Deok,\" with a launch ceremony. The event took place April 30 at Cuckoo’s Gangdong headquarters in Seoul and brought together 21 students selected from across the country and Cuckoo staff. The program included certificate presentations, brand and product training, a studio tour, activity briefings, and a networking reception.
The name \"Cuckoo Deok\" nods to superfans—students who truly love the brand. Cuckoo created the program to amplify its products through college students’ fresh perspectives and build relationships with the 20‑to‑30 demographic, a key future audience. From now through August, the ambassadors will reinterpret Cuckoo from a Gen‑Z viewpoint and produce content for multiple channels over roughly three months.
This year’s cohort features a stronger hands‑on curriculum. Beyond individual social media promotions, participants will cover marketing events like pop‑up stores and expos, help produce the company newsletter, and take on team missions that include interviews and lectures with current practitioners. They’ll also test and create content around flagship products such as AI induction cookers, food‑waste disposers, ice water purifiers, cordless vacuums, and air fryers.
Daesang Cheongjeongwon will host \"Cheongjeongwon Day\" May 15–17 at Incheon SSG Landers Field. The three‑day activation is designed to engage baseball fans at the stadium. Cheongjeongwon will set up a branded booth in front of the first‑base plaza themed around its 30th‑anniversary campaign, \"The Today We Wanted,\" and showcase the season’s key products.
At the booth, visitors can get a free aid made with Cheongjeongwon’s low‑sugar Hongcho vinegar by liking the Daesang Blossom section on SSG.com via a QR code. Posting a booth photo on personal social media enters customers into a roulette draw to win one of seven representative low‑sugar items, including low‑sugar Hongcho, low‑sugar ketchup, low‑sugar tonkatsu sauce, low‑sugar oyster sauce, low‑sugar sesame dressing, and low‑sugar brown‑rice gochujang.
Online and offline promotions run in tandem. From May 14–20, SSG.com will offer the top 30 Cheongjeongwon products at a 30% discount, and SSG7 Club members will receive three 10% sitewide coupons. Eleven Emart stores across Incheon and Gyeonggi will also hold prize events for Cheongjeongwon shoppers, handing out official SSG Landers jerseys, caps, and keyrings.
Ildong Foodis’s Hi‑Mun brand is an official sponsor of the 2026 \"I’m Solo Run,\" taking place May 9 at Yeouido Park. The event mixes running with entertainment, following a 10 km out‑and‑back route that starts at the park’s Cultural Plaza and turns near Seogang Bridge. The race attracted young runners eager to experience the vibe of the hit dating show I’m Solo in real life.
Ildong Foodis will staff a promo booth before the race and supply its high‑concentration amino‑acid energy gel, Hi‑Mun AminoPoten Power Gel, at hydration stations along the course. The gel is positioned to give runners an efficient energy boost when they need it most, helping sustain performance. The brand will also offer product trials for pre‑ and post‑run recovery.
At the Hi‑Mun AminoPoten booth, social media‑forward events aimed at young participants—like a roulette and reflective‑photo challenge—will run throughout the day. Visitors can win runner‑focused prizes including a runner pack from the Hi‑Mun AminoPoten lineup, Hi‑Mun AminoPoten Power Energy, Hi‑Mun Protein Balance Active, and Hudis Mall gift certificates.
