CJ CheilJedang SEUP – CRAZY SPICY KIMCHI Series
Consumer Packaged Goods: Kimchi
“SEUP” is a Korean spicy kimchi brand named after the onomatopoeic sound of a sharp inhale when tasting intense heat. Its name and graphic identity also connect to the Korean consonants “SEUP,” the initials of “Silbi Kimchi,” inviting multiple interpretations. This layered meaning goes beyond expressing spiciness, extending into social media memes and participatory experiences. Applied to Kimchi, Green Onion Kimchi, and Sauce, the design reinterprets a traditional food as a new cultural icon.
Client / Manufacturer
Design
CJCheiljedang
Seoul, KRCJCheiljedang
Seoul, KRYUL JOONG KIM, JUN HO KANG, YUN JUNG BAEK, YOON SEOK NADate of Launch
2025
Target Regions
Asia
Target Groups
Consumers / Users