K-Food Antenna Shop: Long-term Market Entry Strategy
The K-Food Antenna Shop is a strategic 2-year government-backed project commissioned by the Korea Agro-Fisheries & Food Trade Corporation (aT) in collaboration with Jessica Market. The primary objective was to exclusively introduce and validate high-quality products from promising Korean SMEs (Small and Medium Enterprises) to the Australian local market through a dedicated retail presence.
As the lead project manager, we oversaw the entire lifecycle of this multi-year initiative, ensuring seamless execution from launch to completion. Our comprehensive management included:
Strategic Retail Activation: Setting up and managing the exclusive physical retail space in Melbourne, featuring dedicated shelf displays and point-of-sale branding.
Ongoing Consumer Engagement: Organizing recurring in-store tasting events, outdoor advertising (bus stops), and diverse promotional campaigns to build local awareness.
Digital & Integrated Marketing: Executing magazine advertisements, Instagram campaigns, and curated "Goodie Bag" giveaway events to drive viral engagement.
Data-Driven Reporting: Conducting detailed market research, surveys, and monthly sales analysis to provide actionable insights for the participating Korean brands. This project stands as a testament to our ability to lead complex, long-term government projects that bridge the gap between Korean suppliers and Australian consumers.
