Original Coverage & Source Attribution: in.eventfaqs.com
Zepto brought the growing popularity of Korean pop culture in India into a live experience with Seoul Street, an invite-only immersive event in Delhi that recreated the atmosphere of a Korean street.
The event brought together Korean food, music, fandom and interactive experiences, with Zepto aiming to showcase how the growing K-wave in India is moving beyond screens and becoming part of everyday consumption. The event was created in association with title sponsor Nongshim India, beverage partner Sprite (The Coca-Cola Company), co-powered by Cheffin and Gimi Gimi, and supported by WickedGüd and McCain Foods.
Korean food has been gaining interest among Indian consumers, with Zepto recording more than 4.6 lakh ramen searches and over 1 lakh Korean noodle searches. The growing interest provided the backdrop for Seoul Street, which brought different elements of Korean food and culture together in one physical space.
Nongshim India set up a ‘Bedazzling Booth’, where guests could personalise cup noodles, ramyun bowls and chopsticks. The brand also hosted a vox pop around the challenge, “Say Nongshim without saying Nongshim.”
Sprite brought its “spicy bites? time for Sprite” campaign to the event through a Spice Challenge, where participants competed for the title of Spicy Dragon.
Gimi Gimi created a K-style photobooth and hosted a series of challenges through which guests could earn a place in the brand’s “Krazy Army.” Activities included the Ramen Mafia and Slurp Challenge, testing participants’ tastebuds and acting skills.
Cheffin hosted the ‘Crowning of MasterCheffin’, inviting guests to compete by adding their own twists to pan-Asian noodle kits including Spicy Kimchi, Khow Suey, Miso Ramen and Pad Thai.
McCain Foods introduced Korean-style Zig Zag Fries, alongside a Zig Zag Mirror experience, while WickedGüd brought Korean-inspired ramen flavours to the event.
Talking about the event, Chandan Mendiratta, Chief Brand Officer, Zepto said, “Zepto’s brand playbook has always been about culture hacking, identifying what people already love and creating new ways for them to experience it. With Seoul Street, we saw a natural connection between Korean and Indian culture, particularly our shared love for food, family, music and community. The growing popularity of Korean food in India, from ramyun and snacks to sauces, showed us how deeply this interest has moved beyond screens. Seoul Street was our way of bringing that love to life, turning a growing cultural fascination into an experience people could step into and enjoy.”
Japneet Singh, Head – Digital & Ecommerce, Rama Vision (Partners Nongshim India) said, “For many Indians, the first taste of Korea came in a bowl of ramyun, often after watching someone enjoy it on screen. Nongshim has been part of that discovery around the world, and India has quickly become one of our most exciting markets. Seoul Street with Zepto let us recreate that moment of discovery in person and share the real taste of Korea with fans who have embraced it so wholeheartedly.”
Seoul Street is part of Zepto’s wider series of culture-focused experiences, following initiatives such as Fake Shaadi and Valentine’s Prom Night. Through Seoul Street, the brand brought the growing interest in Korean culture together through food, fandom and community, creating an experience around a cultural trend that is increasingly finding an audience in India.
