![A lunchbox I made at Ottogi\'s O\'Kitchen Studio cooking class [Photo by Kim Hyun-ah]](https://contents-cdn.viewus.co.kr/image/2026/04/CP-2023-0070/image-bfededa0-a977-4b6e-96b5-8b14b1ea78ed.jpeg)
The food industry’s marketing focus is shifting quickly from “taste” to “experience.” Where brands once relied on supermarket free samples to hook shoppers, they’re now inviting consumers to touch ingredients and cook themselves—letting people feel the brand up close. Opened in 2022 in Nonhyeon-dong, Seoul, O'Kitchen Studio is Ottogi’s concentrated expression of that experiential approach. I visited on the 7th to try the company-designed “delicious experience” from start to finish.
The moment I stepped through the studio door, a charming space bathed in Ottogi’s signature bright yellow grabbed my attention. Before we even started cooking, apron-decorating turned out to be unexpectedly fun. Attendees stuck adorable patches—featuring Ottogi’s mascot Yellows and the popular Sunhoochoo product—wherever they liked, making the aprons feel personal and pulling everyone closer to the brand before the first chop.
That day’s class, called LIGHT&JOY Spring Picnic Lunchboxes, was aimed at the spring picnic season. The three-item menu featured spicy-mayo tuna rice balls; chicken karaage coated in Apple sauce; and a picnic salad pasta—dishes chosen for how well they travel on an outing.
O'Kitchen Studio runs its classes as a self-cooking program: participants don’t just watch the instructor. Each station has a recipe card, and attendees follow every step themselves. Instructors check in and add tips as the flow progresses, so anyone can keep up.
![Ottogi products used in the O\'Kitchen Studio cooking class [Photo by Kim Hyun-ah]](https://contents-cdn.viewus.co.kr/image/2026/04/CP-2023-0070/image-bd041249-780e-442c-9969-c029302f9b13.jpeg)
Following the recipe, we mixed finely chopped kelp into black rice and shaped onigiri filled with spicy-mayo tuna. While simmering a sauce for the karaage—blending pickled-vegetable sauce with reduced, low-sugar apple jam—I found myself fully absorbed in the process. The option to borrow a tripod and record the cooking added a modern, shareable touch.
When the food was ready, everyone drifted to the studio’s photo zone. With lighting and props set up, the space is designed to make finished lunchboxes pop—perfect for people who love to document and share their creations on social media. That kind of organic sharing becomes free promotion for the brand: as of March, O'Kitchen Studio’s official Instagram had surpassed 58,000 followers.
Cooking there showed me not only how versatile the new products are, but also that I could easily recreate these dishes at home. People tend to buy the same food items out of habit, but hands-on classes can break that pattern. Experiential marketing’s strongest pull is the memory consumers form by using a product themselves, and the studio makes that point clear.
The positive response shows in the numbers: cumulative participants exceeded 3,000 and class applicants topped 40,000 as of March. Satisfaction surveys averaged 4.9 points, reflecting strong consumer approval.
An Ottogi representative said, "O'Kitchen Studio isn't just a place to learn to cook; it's a space where people can feel our brand identity and take home enjoyable memories." They added, "We plan to continue offering experiences that let customers enjoy our products in new and delicious ways through O'Kitchen Studio."
![A participant uses Ottogi products during the O\'Kitchen Studio cooking class. [Photo by Kim Hyun-ah]](https://contents-cdn.viewus.co.kr/image/2026/04/CP-2023-0070/image-9bda96bf-e373-4479-a469-53beda97a46e.gif)
