Kimchi Guys
Role
PR Specialist
Date
Spring 2026
Client Highlights
As part of my classwork, I was tasked with creating a PR campaign for the fast-casual Korean chain, Kimchi Guys.
Ask:
Expand Kimchi Guys from a successful regional fast-casual restaurant into a nationally recognized Korean dining brand by increasing awareness, cultural relevance, and customer demand across new markets.
Insight:
Modern fast-casual consumers are increasingly drawn to culturally authentic dining experiences that feel interactive and shareable, making discovery-based food experiences especially appealing to younger audiences seeking both novelty and connection.
Idea:
Position Kimchi Guys as America’s modern gateway to Korean food culture through the “Kimchi Discovery Guide,” an interactive dining experience that encourages customers to explore Korean flavors, fusion dishes, and cultural discovery.
Situation Analysis
I created an intensive situation analysis for Kimchi Guys. I dived into the company, category, consumer, and competition for the company. I also established a target audience for Kimchi Guys: the "Grounded Explorers". Read the full analysis here.
Media List and Media Pitch
I also developed a media list with specific outlets and reporters for Kimchi Guys' national expansion, as well as a specific media pitch for Bon Appétit. Read the full media list and media pitch here.
Press Release
I wrote a press release diving into both Kimchi Guys' national expansion and special events, deals, and programs occurring alongside the opening of new locations. These include the "Kimchi Discovery Guide" and "15 Minute Promise", among other exciting promotions. Read the press release here.
Social Media Posts
I developed social media posts for Kimchi Guys across five different platforms to help promote its national expansion and the promotions accompanying the expansion.
Caption:
We’re going national.
40 locations. 15 markets.
Kimchi Discovery Week begins. 🔥
Where should we open next? 👇
Twitter/X
Caption:
BREAKING: Kimchi Guys is going national 🚨
40 new locations.
15 markets.
Kimchi Discovery Week begins.
Your Korean BBQ adventures begin now. Who’s pulling up first? 👀
#KimchiGuys #Foodie #KoreanBBQ #KoreanMexicanFusion
TikTok
Caption:
Choose your Kimchi Discovery level 👇
🌱 Starter
🔥 Explorer
🚨 Seoul Pro
What are you ordering first?
#KimchiDiscoveryWeek #FoodTok #KoreanFusion
Caption:
40 new locations. 15 markets. One big next chapter. 🚀
Kimchi Guys is going national! We’re launching every new opening with Kimchi Discovery Week, an experience built around flavor exploration, innovation and convenience.
Excited for what’s ahead and for the communities we’ll serve next.
#KimchiGuys #RestaurantGrowth #FastCasual #KoreanFood
Caption:
Big news, Kimchi Guys fam… we’re going national. 🔥
40 new locations. 15 markets.
Every opening will launch with Kimchi Discovery Week, featuring bold flavors, fusion favorites and opening-week surprises, along with our new 15-Minute Meal Promise.
This is the start of a big new chapter, and we can’t wait to celebrate with you.
What menu item are you ordering first? 👀
#KimchiGuys #KimchiDiscoveryWeek #KoreanFood