한잔 더

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

요약

If you only read one slide

WHAT YOU GET, HOW LONG, WHY.

What you get0 filmsPlus 18 ad cutdowns and 36 stills, made by 6 Korean content creators. Yours outright.

콘텐츠

How long12 weeksSign-off 28 Nov, full asset bank handed over by 20 Feb 2027, ads and sell-in from 23 Feb.

일정

Why nowAnjuSpam has proved canned ham works as anju in Korea, 200 plus stores. The next plate is open. Army stew stays defended.

안주

The value∞ usageUSD 51,000, the same as Phase 1, but you own the work forever, any market, instead of three months in one.

가치

Phase 1 proved the model: 15 creators delivered to the date, 4.6% earned engagement, 96% positive sentiment. Phase 2 points the same discipline at Korea.

Today's agenda

SIX CHAPTERS.

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

전략

01 / 06

STRATEGY.

전략 · strategy

01 · Strategy · The market truth · 시장

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 left need food that earns its own margin: shelf stable, no chef, three minutes. That describes canned ham.

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

Spam can used as a serving vessel at Daily Beer

Your photo, 4 November · the proof

Spam is in at Daily Beer, 200 plus stores, and the can is the serving vessel. The brand is on every table and in every picture. Canned ham already works as anju in Korea. The question is who owns the next plate.

서사

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. Nothing in this plan replaces your distributor's chef collaboration or their sales push. It gives both of them something to show.

두 갈래

01 · Strategy · Two tracks

GROW ANJU. DEFEND ARMY STEW.

Track one · grow

Anju안주

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 stew부대찌개

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.

크리에이터

02 / 06

CREATORS.

크리에이터 · content creators, not influencers

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.

A phone on a tripod filming a pan from above

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.

크리에이티브

03 / 06

CREATIVE.

크리에이티브 · the idea

한 잔 더

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. 한 잔 더, one more.

Pillar 01

Every round

안주

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

Pillar 02

Three minutes, no chef

3분

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

Pillar 03

The can on the table

캔 그대로

Pack as serving vessel. The brand in every photo.

Pillar 04

Not your grandfather's stew

부대찌개, 다시

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. Korean on screen, by Koreans, for a Korean drinker.

18편

03 · Creative · The content

18 FILMS YOU OWN.

STEW 01

ANJU 02

ANJU 03

STEW 04

ANJU 05

ANJU 06

STEW 07

ANJU 08

ANJU 09

STEW 10

ANJU 11

ANJU 12

STEW 13

ANJU 14

ANJU 15

STEW 16

ANJU 17

ANJU 18

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.

Every film does two jobs: it runs as an ad, and it sits in your distributor's hand when they walk into a venue. Shot vertical for feed, framed to crop horizontal for a sell sheet.

범위

04 / 06

SOW.

범위 · scope of work

역할

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. Simple to run, simple to explain upstairs.

영구

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. 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. Edit and cut freely.

Optional: the 16 Philippines films can be put on the same perpetual footing. Quoted separately on request.

성과

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.

예산

05 / 06

BUDGET.

예산 · budget

6명

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

$0

견적

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.

일정

06 / 06

TIMELINE.

일정 · timeline

12주

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.

가자

In closing

LET'S GO.

가자.

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