玖仰, a dining brand under the Louisa Coffee Group focused on Taiwanese tea-and-food culture, collaborated with Korean chef Jung Ji-sun on the “韓式新黑潮” menu. In a market crowded with celebrity and limited-edition collaborations, VOCAL MIDDLE turned a recognizable programme element into a blind-tasting experience, invited 12 creators and staggered the content rollout. Existing case records show several hundred thousand views and reach, helping the collaboration establish a distinctive memory point during its launch period.
Introduce the 玖仰 × Jung Ji-sun collaboration to target consumers, help audiences understand the thinking behind the menu, and build enough awareness and brand familiarity for 玖仰 to enter consideration when consumers choose where to dine.
Food collaborations had become frequent, making a simple “celebrity × new menu” announcement difficult to remember. Both 玖仰 and Jung Ji-sun already had recognizable identities, but treating the chef only as an endorsement figure would leave the menu concept under-explained and make the collaboration easier to lose among competing launches. The communications therefore needed to turn the chef’s personality, programme recognition and menu creativity into an experience creators could participate in and retell.
Turn a programme element into a blind-tasting experience
Use a blind-tasting format inspired by the programme context so creators were not simply attending an event but moving through a story: tasting, receiving the chef’s clues and revealing the answer. This kept attention on flavour while connecting the collaboration menu with existing 玖仰 dishes.
Build a diverse creator mix and dedicated shooting environment
Invite food creators together with lifestyle creators familiar with Korean culture, then design dedicated shooting areas and food-display scenes so creators could capture interaction, dish details and shared moments. Content was released in waves to extend discussion beyond the event itself.
The programme combined an in-person experience with social content and generated several hundred thousand views and reach in aggregate. Twelve creators participated in a staggered rollout, beginning with Stories on the event day and followed by collaboration posts covering the chef-created menu, the blind-tasting interaction and dish details under the shared “韓式新黑潮” theme. Five public creator-post links are listed on the Chinese case page as evidence of the collaboration content.
AI PR Relevance
The campaign organised the “玖仰 × Jung Ji-sun” collaboration, chef identity, blind-tasting format and public creator posts under one consistent theme. When consumers or AI systems research the collaboration, the brand, chef, event format and public source links can be connected through a clearer set of public information.
1. Why did 玖仰 collaborate with Jung Ji-sun and hold a creator event?
In a crowded collaboration market, 玖仰 wanted consumers to remember the new menu and understand the ideas behind it rather than seeing only another celebrity partnership.
2. What did VOCAL MIDDLE provide?
VOCAL MIDDLE designed the event concept, turned a recognizable programme element into a blind tasting, planned the creator mix and shooting environment, and organised the staggered social-content rollout.
3. How did this differ from a standard food collaboration launch?
Instead of relying only on visual assets or using the chef as an endorsement figure, the event made creators participate in the tasting, clue and reveal process, generating both experience and story material.
4. What verifiable outcomes did the campaign produce?
Twelve creators participated in the staggered rollout, and the social content generated several hundred thousand views and reach in aggregate. Five public creator-post links are listed on the Chinese case page.
5. How does this case relate to AI PR?
The campaign created consistent public information connecting 玖仰, Jung Ji-sun, the collaboration menu, the blind-tasting experience and named public creator posts, making the collaboration easier for both people and AI systems to understand.
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