Otoki, Korea's leading food manufacturer across 31 categories, has just inked a deal The Many to support the brand's entry into the U.S. market.
It will be the brand's first-ever global campaign since it was established in 1969
The Los Angeles-based creative agency will spearhead the brand's U.S. debut under a refreshed branding, which includes a new visual identity for most of its products.
Taking center stage in the campaign is BTS' Jin, bringing fresh content to spotlight the brand's signature product, Jin Ramen.
Together, the two Jins will focus on highlighting the ramen's upgraded flavor and texture, reinforcing Otoki's commitment to quality.
One of the biggest changes to the brand is its new Romanized name.
Formerly known as "Ottogi," the brand recently changed its name to "Otoki," presumably to make it easier for English-speaking audiences to pronounce.
In a statement, an agency representative highlighted The Many's enthusiasm to work with Otoki in capturing a new audience.
"With this campaign, we aim to celebrate the brand's authenticity and innovation while engaging with ramen lovers across the U.S."
Social media activations will also play a key role, helping to engage audiences and build excitement around the brand's U.S. launch.
The campaign is set to go live in early March 2025.
Partnering with a U.S. agency allows Otoki to tailor its rebrand for the American market, ensuring its identity resonates with new consumers while staying true to its heritage.
By featuring BTS' Jin, who is already known to the American audience, it leverages global brand recognition to create instant familiarity, driving engagement and credibility in a competitive category.
Jin Is In
The agency aims to generate excitement on social media and highlight Jin Ramen's deep, rich flavors, positioning it as a standout choice in the instant noodle market.
Notably, the product's famous soup base has been enhanced with New Zealand beef bone broth simmered for 13 hours.
Meanwhile, its noodles retain the signature chewiness that Otoki is known for.
With The Many's expertise in creative storytelling and Otoki's longstanding history of excellence, the campaign seeks to leave a lasting impression on ramen enthusiasts and new consumers alike.
With the continuous spread of the Hallyu Wave, legacy Korean brands like Otoki are entering the global market.
Last December, Korean food brand bibigo teamed up with Netflix's "Squid Game" to launch an immersive OOH campaign.
