Yedang

Modernizing Authenticity: Yedang’s Transformation Story

Challenge

Yedang was primarily recognized among older Korean customers. Despite its long-standing reputation for authentic Korean flavors, it struggled to capture the attention of younger audiences, especially Gen Z and Millennials, who are now key drivers of the dining and social media culture in Los Angeles.

Strategy

  • Highlighted Yedang’s authentic dishes with modern, trend-driven content.

  • Leveraged influencers and foodies to introduce Yedang to younger diners.

  • Created high-quality visuals and storytelling that positioned Yedang as both authentic and trendy.

  • Optimized social media presence and engagement with campaigns designed for discovery.

Content Production

A plate of spicy marinated crab garnished with lemon slices and green onions, surrounded by small side dishes including coleslaw, kimchi, and others, on a beige table.
A large plate of steamed or boiled crab in a dark sauce with sesame seeds, garnished with chopped green onions and lettuce leaves, surrounded by smaller dishes of various Korean side dishes.
Close-up of a large bowl of kimchi stew with large chunks of fermented cabbage, boiled dumplings, and slices of pork, with small bowls of side dishes in the background.
Various Korean dishes on a table, including soups, salads, and marinated seafood, with some images showing restaurant signage and interior.

Social Media Management

Influencer Collaboration

  • Woman with a smiley face emoji covering her face, holding a steamed bun filled with spicy marinated meat, sitting at a table with various side dishes, in a restaurant with a mural of traditional Asian rooftops in the background.

  • A woman with long dark hair tries Korean food for the first time. Someone is feeding her with chopsticks, and she is holding a bowl. In front of her, there is a large hot pot filled with stewed vegetables, meat, and noodles, garnished with lettuce leaves. The woman has a yellow smiley face with heart eyes emoji covering her face. The caption says: "POV: you try authentic Korean food for the 1st time (and absolutely love it)." The background shows a restaurant interior with warm lighting.

  • Exterior of a restaurant named 'Yedang,' with signage indicating it is a Korean restaurant. The restaurant has a pink awning and outdoor seating with black metal tables and chairs. A woman with shoulder-length dark hair and glasses is taking a selfie in front of the restaurant, with her face partially covered by a heart-eyed smiley sticker.

  • A woman with a smiley face emoji sticker on her face is enjoying traditional Korean dishes at a restaurant. She is sitting at a table filled with various plates of Korean food, including stew, rice, and side dishes, in a busy restaurant with other diners and large windows in the background.

  • A woman with long brown hair and a heart-eyed emoji covering her face is holding a glass of food topped with spices, cheese, and vegetables, with the caption 'SPICE 😘'.

  • A woman with dark hair eating rice with chopsticks at a restaurant, holding a metal bowl of rice.

  • A person holding a spoon with rice and vegetables, with a bowl of rice in the foreground, and a woman with short dark hair eating in the background inside a restaurant.

  • Significant increase in foot traffic from younger generations.

  • Broadened customer base beyond the older Korean community.

  • Boosted online presence, with improved follower growth and engagement metrics.

  • Positioned Yedang as both a heritage brand and a modern Korean dining spot popular among diverse age groups.

Silhouette of a person in front of a sunset or sunrise with aizimuths and a compass rose overlayed on the dark background.

Results