Market: South Korea · Window: Dec 2026 to Feb 2027 · Author: Wendy Wang

Tulip Jamonilla, Phase 2

OWN THE
NARRATIVE.

The asset build. Content and social for Korea's anju occasion, army stew kept strong, and every film owned by Danish Crown outright. Built to sit beside your distributor's plan, not on top of it.

Prepared for Jakob R. V. Svendsen · 13 November 2026

Today's agenda

SIX CHAPTERS.

01Strategy

02Creators

03Creative

04SOW

05Budget

06Timeline

Same shape as the Philippines proposal, so the two read side by side.

01 / 06

STRATEGY.

01 · Strategy · The market truth

KOREA DRINKS WITH FOOD.

Nobody drinks on an empty stomach. The snack with the drink is anju, and young Koreans hop bar to bar, round to round. Five bars, five plates, five chances to sell.

Bars are closing. 40,000 in 2021 to 28,443 in 2026. The ones still open need food that earns its own margin: shelf stable, no chef, three minutes. That describes canned ham.

Spam has proved the category. In at Daily Beer, 200 plus stores, with the can as the serving vessel so the brand is in every photo. The question is who owns the next plate.

Army stew is the money maker. Danish Crown is strong in army stew and bulgogi houses. That gets defended and refreshed, not abandoned.

01 · Strategy · The job to be done

OWN THE NARRATIVE.

Your words on 20 October. Today the Danish Crown story in Korea sits with the distributor and not much of it is being told. The job is material Danish Crown owns, made by a team that answers to you, so the brand speaks for itself.

Now

Management has agreed to take a more active role in Korea, and this is the year to do it. Phase 1 proved the model: 15 creators delivered to the date, 4.6% earned engagement, 96% positive sentiment, more posts than the contract asked for. Phase 2 applies the same discipline to a market that has been waiting on someone else to move.

01 · Strategy · Two tracks

GROW ANJU. DEFEND ARMY STEW.

Track one · grow

Anju

12 of 18 films. The new occasion. Gen Z, out with friends, a plate with every round. Built for ads to drinkers and operators, and for your distributor to show bar and pub chains.

Track two · defend

Army stew

6 of 18 films. The money maker, with a fresher story than the ration tin: fast, generous, modern. Keeps existing accounts warm and gives the sales team something new to show.

The two tracks do not compete for venues or budget. Both carry the same platform.

02 / 06

CREATORS.

02 · Creators

CREATORS, NOT INFLUENCERS.

Cast on craft. People who genuinely cook and shoot beautifully: home cooks, chefs, food stylists. Follower count is not a criterion.

They do not post on their own channels. We buy the films, not an audience. That is what makes unlimited, perpetual usage affordable.

6 Korean creators, in Korea, cooking Korean food for a Korean drinker. Local, not translated.

Every creator approved by you before booking, up to two review rounds, exactly as in Phase 1.

Why not influencers: in Korea they cost several times more per piece, you rent their audience for three months, and the film is never yours. For a B2B job with no owned channels, that is the wrong purchase.

03 / 06

CREATIVE.

03 · Creative · The campaign

THE MOMENT IS THE ROUND.

You Make the Moment stays the platform. In the Philippines the moment was breakfast for the family. In Korea the moment is the round: the plate that arrives with every drink, made by the person behind the counter or the friend who brought the can.

01 · Every round

안주. The snack that comes with each drink, and the next one.

02 · Three minutes, no chef

The operator's truth on film. Fast, no waste, a margin they keep.

03 · The can on the table

Pack as serving vessel. The brand in every photo.

04 · Not your grandfather's stew

Army stew remade for now. Generous, quick, no war story.

Tone as Phase 1: warm not sentimental, praise the cook never the brand, show the food, do not announce it. Korean on screen, by Koreans, for a Korean drinker.

03 · Creative · The content

18 FILMS YOU OWN.

Every film does two jobs: it runs as an ad, and it sits in your distributor's hand when they walk into a venue.

Source

Pieces

What it is for

Anju films, 4 creators × 3

12

Ads to drinkers and operators. Sell-in to bar and pub chains.

Army stew films, 2 creators × 3

6

Ads. Sell-in to existing army stew and bulgogi accounts.

Ad cutdowns, 15s and 6s, in-house

18

Paid. One per film, built on the hook that tests best.

Stills from every shoot

36

Menus, sell sheets, trade print, the distributor's deck.

Total

18 + 18 + 36

18 films (15 committed), 18 cutdowns, 36 stills. All owned.

Shot vertical for feed, framed so a horizontal crop works on a sell sheet or a screen in a venue. Korean captions on screen, English versions for your team.

04 / 06

SOW.

04 · SOW · Scope

WHAT WE DO. WHAT STAYS WITH YOU.

Creative AI Marketing delivers

Strategy and the two-track creative idea
Casting 6 Korean content creators, approved by you
18 films (15 committed), 18 ad cutdowns, 36 stills
Unlimited, perpetual usage secured on every piece
Production management, edit, QC, weekly calls, live dashboard
Final report: every file, every right, every learning

Danish Crown and your distributor

The distributor's plan and the chains and occasions they are targeting
Product for the shoots, the SKU listed in Korea, approved claims
Running the ads and the media budget, as in Phase 1
Sell-in, venues, cases and reorders
A Korean-speaking approver for scripts and cuts

One partner for content and social, one for distribution. Nobody steps on anybody's job, and it is simple to explain upstairs.

04 · SOW · Usage rights, in plain language

UNLIMITED. IN PERPETUITY.

Phase 1, what you had

3 months

Paid media on three platforms, one territory, 14 Sep to 14 Dec 2026. Organic in the same window. One creator's film could not be cut.

Phase 2, what you get

No end date

Any use, any market, any format. Ads, trade print, your distributor's deck, your own site, for as long as it is useful. Edit and cut freely.

Optional: the 16 Philippines films can be put on the same perpetual footing, so you are not managing the December date. Quoted separately on request.

04 · SOW · Measurement

WHAT GOOD LOOKS LIKE.

Delivery. 18 films (15 committed), 18 cutdowns and 36 stills accepted and handed over with perpetual rights. Same acceptance rule as Phase 1.

Craft. Every film passes the QC the Philippines did: colour, sound, claims, on-screen text. Measured, not eyeballed.

Ads. When you run them, we read the first two weeks with you and say which pieces deserve the money, the way save rate steered the Philippines buy.

Sales. Cases and reorders sit with the distributor. We make the material that helps them land, and we report on the material.

05 / 06

BUDGET.

05 · Budget · Roster and budget

6 CREATORS.
3 FILMS EACH.

18 films you own, in two tracks. Every one made to run as an ad and to sell with.

Block

Count

Cast on

Deliverable

Content

Usage

Total

Anju

×4

Craft, not followers

3 films each, Korean on screen

12 films

Perpetual

$17,400

Army stew

×2

Craft, not followers

3 films each, Korean on screen

6 films

Perpetual

$8,600

Creators $26,000 + strategy and management $25,000 18 films · 18 ad cutdowns · 36 stills · unlimited usage in perpetuity

$51,000

05 · Budget · SOW and budget

Deliverables

Budgeted (USD)

Strategy and creative development

Strategic proposition, creative concept and the two-track idea
Content plan: 18 films, cutdowns, stills, and what each is for
Creator brief and creator agreements, perpetual usage built in
Final report with files, rights and learnings in one place

$3,000.00

Refinement, up to 2 rounds

Creative idea
Content plan and casting shortlist
Casting until you are satisfied and all creators are confirmed

$2,000.00

Campaign setup and management

Dec 2026 to Feb 2027, 3 months
Weekly update call plus daily support
Dedicated campaign lead (Wendy)

$10,000.00

Creator management and production execution

One market, South Korea
Korean-speaking production coordination
Edit, cutdowns, stills, QC and delivery, in-house

$10,000.00

Creator fees

6 Korean content creators, cast on craft
18 unique films (15 committed), 18 ad cutdowns, 36 stills
No posting on creator channels
Unlimited usage in perpetuity, any market, for Danish Crown

$26,000.00

Total client investment, Phase 2

$51,000.00

Exclusive of GST (not registered). Invoiced 50% on signature and 50% on delivery, as Phase 1. Your paid media and product sit outside this. Indicative until the distributor's plan is in.

06 / 06

TIMELINE.

06 · Timeline · Campaign timeline, indicative

DEC to FEB 2027.

Step 01

Sign-off

by 28 Nov 2026

You approve the plan and the number. SOW signed, kick-off call.

Step 02

Casting

to 12 Dec

6 creators shortlisted and approved by you, up to two rounds. Product and distributor targets in.

Step 03

Scripts

15 Dec to 9 Jan

Briefs and scripts approved, your feedback in 3 business days. Holiday gap built in.

Step 04

Production

12 to 30 Jan

Filming in Korea, review rounds, approvals.

Step 05

Delivery

by 20 Feb

Edit, cutdowns, stills. Full asset bank handed over with perpetual rights.

Step 06

Live

from 23 Feb

Your ads and your distributor's sell-in begin. We read the first two weeks with you.

Approval rhythm as Phase 1: scripts in Monday, signed off Wednesday; cuts in Thursday, signed off Monday. Dates shift with signature, approvals and material by the same number of days.

In closing

LET'S GO.

Phase 1 proved the model in the Philippines. Phase 2 gives Danish Crown material it owns, in a market where it has been waiting on someone else to speak.

1

Your read on the plan and the number

this week

2

Distributor's plan and chain targets to us

by 21 Nov

3

SOW signed, kick-off call

by 28 Nov

Wendy Wang × Danish Crown · Creative AI Marketing · 13 November 2026