South Korea's leading snack brand Nongshim is set to target the US market through an unusual collaboration with the popular domestic dessert cafe 'Knotted'. On April 17th, Nongshim announced the launch of a special menu item, the 'Banana Kick Cream Donut', at Knotted's first overseas store located in the Westfield branch of Los Angeles (LA), USA, utilizing Nongshim's long-selling snack 'Banana Kick'.
This collaboration is interpreted as reflecting Nongshim's proactive commitment to expanding the influence of K-food beyond Korea and into the global market. In particular, by partnering with the dessert brand Knotted, which enjoys explosive popularity among the younger generation, Nongshim aims to reinterpret its familiar brand image in a new way and provide local consumers with a fresh and appealing experience.
The newly launched 'Banana Kick Cream Donut' features a cream that perfectly captures the soft and sweet taste and aroma unique to Banana Kick. It is topped with crispy Banana Kick snack pieces, offering both visual appeal and a delightful texture. This familiar yet novel combination is expected to pique the curiosity of local consumers and leave a lasting impression with its unforgettable sweetness.
Following the launch of the 'Banana Kick Cream Donut', Nongshim announced plans to introduce a 'Banana Kick Cream Latte', further raising consumer expectations. This expanded collaboration with Banana Kick into the beverage menu is seen as a good opportunity for Nongshim to further solidify its brand recognition and appeal to a wider range of consumers.
Knotted is a popular dessert brand that has secured a strong fan base both domestically and internationally with its diverse and trendy visual donuts and cakes, as well as its adorable smiley balloons. In particular, the LA Westfield branch is Knotted's first overseas store, playing a pivotal role in introducing the charm of K-desserts to local consumers. This collaboration, combining Knotted's recognition and Nongshim's long-standing brand power, is expected to create significant synergy in the US market.
A Nongshim representative stated, "Through this new transformation of Banana Kick, which has been loved for a long time, we aim to provide US consumers with a unique enjoyment and further enhance the familiarity with the Nongshim brand. We will continue to enhance the status of K-food in the global market through various collaborations and innovative product development."
This collaboration between Nongshim and Knotted is particularly meaningful in that it represents a successful meeting between the food and dessert industries. This creative attempt to transform a familiar snack into a new form of dessert is expected to provide consumers with a fresh experience and contribute to building a positive image for both brands. Attention is now focused on what new impact Nongshim will create in the US market through its collaboration with Knotted. Furthermore, there is hope that such innovative attempts by various K-food companies will become more active in the global market.
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