정

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

Tulip Jamonilla, Phase 2

OWN THE
NARRATIVE.

Content and social for Korea. Tulip Jamonilla on the anju plate, army stew kept strong, and every film owned by Danish Crown for good. Built to sit beside the distributor's plan.

Prepared for Jakob R. V. Svendsen and the Danish Crown team · 13 November 2026

요약

If there is time for one slide

WHAT DANISH CROWN GETS, HOW LONG, WHY.

What0 filmsPlus 18 cutdowns for drinkers and for bar owners, and 36 stills, made by 9 Korean content creators. Danish Crown owns all of it.

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 now정 jeongKoreans do not pour their own glass. The plate between two people is the moment. Spam has proved canned ham belongs on it. The next plate is open.

안주

The value∞ usageUSD 51,000, the same as Phase 1. Phase 1 bought three months in one market. Phase 2 buys the films for good, in any market.

가치

Phase 1, Philippines: 15 creators delivered to the date, 36 posts against 30 contracted, 4.6% earned engagement, 96% positive comments.

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 · 시장

KOREA DRINKS WITH FOOD.

Nobody drinks on an empty stomach. The snack with the drink is anju. Young Koreans go 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 pays for itself: shelf stable, no chef, three minutes. That is canned ham.

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

Spam can used as a serving vessel at Daily Beer

Photo from the Danish Crown team, 4 November · the proof

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

01 · Strategy · The insight · the Korean Madiskarte

정jeong · the warmth between people, built across a shared table

Definition

There is no English word for it. 정 is the bond that grows between people who eat and drink together, often, over time. Koreans say it is in the pouring: nobody pours their own glass. Each person fills the glass across from them, and the plate sits in the middle.

Why it matters

In the Philippines the moment was a mother making breakfast from almost nothing. In Korea the moment is the round: someone puts a plate on the table so the night can carry on. Both are acts of care that take five minutes and a can. The platform does not change. The culture it lands in does.

Spam owns the family table. Nobody owns 정 on the anju plate.

코드

01 · Strategy · The codes · what the plan is built on

SIX THINGS THAT ARE TRUE IN KOREA.

선물Canned ham is a gift

In Korea canned ham sits in Chuseok gift sets, wrapped and premium. Nowhere else in the world is that true. Tulip never has to apologise for the can.

2차 3차The night runs in rounds

First round, second round, third. Each one a new venue and a new plate. A film about one plate is a film about one round, and there are five a night.

안주 필수Anju is not optional

Many Korean bars require a food order with the drink. The plate is a rule, not a choice. The question is only whose ham is on it.

소맥Soju and beer, together

The default pour is soju dropped into beer. Salty, fatty, hot food is what makes it work. Fried ham cubes are built for it.

혼술Drinking at home is rising

Younger Koreans drink alone or in twos at home more than their parents did. A three-minute pan dish from one can is the home anju. Same film, second audience.

먹방Food is Korea's content language

Korea invented mukbang. Watching someone cook and eat is the most native format on Korean screens. The creators are already there; the brand only needs to be in the pan.

Every film in the plan sits on at least one of these. None of them needs translating for a Korean viewer.

서사

01 · Strategy · The ambition

OWN THE NARRATIVE.

Danish Crown has said it wants to take a more active role in Korea and own more of its own story there. This plan is built for that: material Danish Crown owns outright, made by a partner who reports to Danish Crown, so the brand speaks for itself in market.

함께

It sits beside the distributor's plan, not on top of it. The distributor keeps selling. The chef collaboration keeps running. This gives both of them new material to show, and gives Danish Crown a voice of its own in Korea for the first time.

두 갈래

01 · Strategy · Two tracks

GROW ANJU. KEEP ARMY STEW.

Track one · grow

Anju안주

12 of 18 films. The new plate. Young Koreans, out with friends, a dish with every round. Made for ads to drinkers and bar owners, and for the distributor to show bar and pub chains.

Track two · keep

Army stew부대찌개

6 of 18 films. The money maker, told fresh: fast, generous, modern, no war story. Keeps current accounts warm and gives the sales team something new to show them.

The two tracks do not fight for venues or budget. Both carry the same platform and the same word.

경로

01 · Strategy · How the content gets to the plate

SHOW THE OWNER WHAT THE TABLE WANTS. THEN HOW LITTLE IT TAKES.

Step 1 · The drinker

Make the plate wanted

Films of the round, 정, the plate between friends. Run as ads to 20 to 35 year olds in Seoul and Busan. This is the demand.

수요

Step 2 · The owner

Show them the demand

The same films, cut for the bar owner: what their customers want on the table, then the kitchen truth. One can, three minutes, no chef. Run as ads to F&B operators and carried in the distributor's bag.

증거

Step 3 · Where to focus

By venue type, not by name

Franchise pubs like Daily Beer, hofs, pochas, and home via convenience stores. Each gets its own cut. Which chains to walk into comes from the distributor's plan.

업태

Step 4 · The sale

The distributor closes

Chain visits, listings, cases and reorders stay with the distributor. They walk in with proof of demand instead of a price list.

판매

This is the end to end: content creates the want, proves the want to the buyer, and hands the distributor something to sell with.

크리에이터

02 / 06

CREATORS.

크리에이터 · content creators, not influencers

02 · Creators

CREATORS, NOT INFLUENCERS.

9 Korean creators, 2 films each. Chosen for craft: people who really cook and shoot well. Home cooks, chefs, food stylists. Follower count is not a criterion.

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

In Korea, cooking Korean food for a Korean drinker. Local, not translated.

Every creator approved by Danish Crown before booking, up to two review rounds, 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, the brand rents their audience for three months, and the film is never the brand's.

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, put there by the person behind the counter or the friend who brought the can. 한 잔 더, one more.

The pour

Nobody pours their own

정

The glass is filled for someone else. So is the plate.

The plate

Anju with every round

안주

Small, shared, fast. The night runs on it.

The can

The can on the table

캔 그대로

Pack as serving dish. Brand in every photo.

The classic

Army stew, told fresh

부대찌개

Generous, quick, modern. No ration tin.

03 · Creative · The manifesto · spoken to the drinker, as the Philippines one spoke to the mother

9PM. THE FIRST ROUND.

Nobody pours their own glass. That is the rule.

You fill theirs. They fill yours. The plate sits in the middle.

Five minutes to make it. Three to finish it. Then the next round.

You do not have to be a chef. You have to be the one who put something on the table.

That is 정. That is the moment.

You make the moment. 한 잔 더.

진짜

03 · Creative · The product truth

WHY TULIP ON THIS PLATE.

Three things are true about Tulip Jamonilla, and they are the three things an anju plate needs. The films say only these.

Imported from Denmark

A real place behind the can. On a Korean table that reads as quality, not as foreign.

Made with ham

Say it plainly. The product is the meat. The flavour comes from what is in the can, not what is added to it.

Ready in about five minutes

The operator's truth and the drinker's truth at once. The round does not wait.

Approved claims only, as in Phase 1. Nothing about health, nothing comparative, nothing that needs a footnote.

18편

03 · Creative · The content

18 FILMS DANISH CROWN OWNS.

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, 6 creators × 2

12

The drinker's moment: the round, the plate, the can on the table. Demand, filmed.

Army stew films, 3 creators × 2

6

The classic told fresh. Shot with the counter in frame so the owner sees the plate go out.

Drinker cutdowns, 15s and 6s

12

Ads to drinkers. Built on the hook that tests best.

Owner cutdowns, 15s and 30s

6

Ads to F&B operators and the distributor's sell-in. What the table wants, then the three minutes behind it.

Stills, 18 table and 18 kitchen

36

Table stills for menus and ads. Kitchen and pack stills for sell sheets and the distributor's deck.

Two audiences, one shoot. The drinker sees the moment. The owner sees the same moment and learns it took one can and three minutes. Shot vertical for feed, framed to crop wide for a sell sheet.

범위

04 / 06

SOW.

범위 · scope of work

역할

04 · SOW · Scope

WHO DOES WHAT.

Creative AI Marketing

Strategy, the idea, the manifesto
Casting 9 Korean content creators, approved by Danish Crown
18 films (15 committed), 18 ad cutdowns, 36 stills
Unlimited, perpetual usage secured on every piece
Production, edit, QC, weekly calls, live dashboard
Final report: every file, every right, every learning

Danish Crown and the distributor

The distributor's plan, and the chains and occasions it targets
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 and simple to explain.

영구

04 · SOW · Usage rights, in plain words

UNLIMITED. FOR GOOD.

Phase 1

3 months

Paid media on three platforms, one market, 14 Sep to 14 Dec 2026. One creator's film could not be cut.

Phase 2

No end date

Any use, any market, any format. Ads, trade print, the distributor's deck, Danish Crown's own site. Cut and edit freely.

Optional: the 16 Philippines films can be moved to the same perpetual terms. Quoted separately.

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 Phase 1 QC: colour, sound, claims, on-screen text. Measured, not eyeballed.

Ads. Once they run, we read the first two weeks with the team 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.

대비

04 · SOW · Risks, and what is done about them

WHAT COULD GO WRONG.

Two holiday gaps. Scripts run 15 Dec to 9 Jan across New Year. Seollal falls 6 to 8 Feb inside the edit window. Both are built into the dates, not discovered later.

Approvals in Korean. Scripts and cuts need a Korean-speaking approver on the Danish Crown side. Named at kick-off so nothing waits on translation.

A creator drops out. Replaced with a same-standard creator at no extra cost, as in Phase 1, where one creator was swapped without moving a date.

Product and claims. The SKU listed in Korea and the approved claims list are needed by 12 Dec. Films say only what is approved.

예산

05 / 06

BUDGET.

예산 · budget

9명

05 · Budget · Roster and budget

9 CREATORS.
2 FILMS EACH.

18 films, two tracks, all owned. Every one made to run as an ad and to sell with.

Block

Count

Cast on

Deliverable

Content

Usage

Total

Anju

×6

Craft, not followers

2 films each, Korean on screen

12 films

Perpetual

$17,400

Army stew

×3

Craft, not followers

2 films each, Korean on screen

6 films

Perpetual

$8,600

Creators $26,000 + strategy and management $25,000 18 films · 12 drinker + 6 owner cutdowns · 36 stills · unlimited usage in perpetuity

$0

견적

05 · Budget · SOW and budget

Deliverables

Budgeted (USD)

Strategy and creative development

Strategic proposition, the idea, the two tracks and the manifesto
Content plan: 18 films, cutdowns and stills, and what each is for
Creator brief and creator agreements, perpetual usage built in
Final report with every file, right and learning in one place

$3,000.00

Refinement, up to 2 rounds

Creative idea
Content plan and casting shortlist
Casting until Danish Crown is satisfied and all creators are confirmed

$2,000.00

Campaign setup and management

Nov 2026 to Mar 2027, 4 months, including the first two weeks live
Weekly update call plus daily support, dedicated campaign lead (Wendy Wang)
Live dashboard: scripts, cuts and approvals in one place
The distributor's plan folded into every brief and cut

$10,000.00

Creator management and production

One market, South Korea, 9 creators across two tracks
Korean-speaking production coordinator: casting, briefs, shoot days, two-language scripts
18 films edited in-house, 18 cutdowns (12 drinker, 6 owner), 36 stills, QC and delivery
Perpetual usage secured and documented on every piece

$10,000.00

Creator fees

9 Korean content creators, cast on craft, 2 films each
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. Paid media and product sit outside this. Indicative until the distributor's plan is in.

일정

06 / 06

TIMELINE.

일정 · timeline

12주

06 · Timeline · Indicative

DEC to FEB 2027.

Step 01

Sign-off

by 28 Nov 2026

Danish Crown approves the plan and the number. SOW signed, kick-off call.

Step 02

Casting

to 12 Dec

9 creators shortlisted and approved, up to two rounds. Product and distributor targets in.

Step 03

Scripts

15 Dec to 9 Jan

Briefs and scripts approved, 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

Ads and the distributor's sell-in begin. We read the first two weeks with the team.

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

우리

Before the close · Why this partner

WE KNOW THE TABLE. WE PROVED THE MODEL.

Korea is not new to us. Social and marketing campaigns in Korea before this, including a Korean food brand taken from zero to 10,000 organic followers in its first year. The codes on the earlier slide come from that work, not from a search.

Phase 1 is the proof. 15 creators, 36 posts against 30 contracted, 4.6% earned engagement, 96% positive comments, every date hit. Same team, same way of working, one market over.

Content and social, nothing else. No venues, no sell-in, no media buying. Briefs, scripts and every creator conversation in Korean and English, through a Korean-speaking production coordinator. One partner who does the part the distributor does not, and reports straight to Danish Crown.

가자

In closing

LET'S GO.

가자.

Phase 1 proved the model in the Philippines. Phase 2 gives Danish Crown material it owns, a word it can repeat, and a voice of its own in Korea.

1

Danish Crown's read on the plan and the number

this week

2

The distributor's plan and chain targets

by 21 Nov

3

SOW signed, kick-off call

by 28 Nov

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