Annyeong,Korea

merchandise for regional campaign

In Korean, "Annyeong" is a greeting of both hello and goodbye. Starbucks Korea ran a campaign called "Annyeong, Korea" in hopes that travelers would be with Starbucks as they reminisce about the good times they had in Korea and the bittersweet feelings of leaving Korea. In doing so, we wanted to lift the depressed mood that has swept through tourism cities in Korea during the recent pandemic and foster mutually beneficial engagement with local communities. We designed the campaign to help travelers from around the globe celebrate their special moments in Korea, and discover the multifaceted allure of the country.