Bootleg assembled a team of psychologists, sociologists, food experts, industrial and graphic designers, and brand analysts to carry out immersive research across four key dimensions:

🧠 Immersive Consumer Insighting

• 4 Layers of Needs Psychological Interviews with Pinoy Hallyu fans, barkada diners, and Samgyup loyalists

🔍 Global Trend Scanning

Studied international trends in Korean cuisine and evolving Hallyu-driven dining behaviors.

🇰🇷 Cultural Immersion in Hallyu

Explored the influence of Korean pop culture (K-pop, K-drama, fashion) on food experiences in the Philippines.

🍽️ Filipino Dining Context Research

Mapped out Filipino dining rituals, group eating preferences, and local hospitality cues.

🕵🏽 Mystery Dining + Expert Interviews

Conducted mystery dining visits across Samgyupsalamat locations and interviewed Korean food lovers, influencers, and dining experts.

🎨 Brand Identity and Design Audit

Analyzed local and global brands that blend Asian characters with English, and collaborated with Korean culture professors for authenticity checks.

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The Output

From this research emerged a revitalized brand direction:

➡️ Strategic Evolution

Samgyupsalamat would move from “Unlimited Korean BBQ” to a broader positioning as Samgyupsalamat K-Food, defined by “fulfilling, K-immersive social dining experiences”.

➡️ New Brand DNA

“Fulfilling, K-immersive social dining experiences.”

➡️ Brand Mission

“To celebrate Pinoy Hallyu through fun K-food experiences.”

➡️ Logo Redesign and Iconography

Created by Bootleg’s collaborator, Jeth Torres, the new visual identity integrates the letters “SSKF” (Samgyupsalamat K-Food) into a dynamic symbol inspired by the samgyupsal burner.

• A central heart, preserved from the original logo, symbolizes love and connection.

• The surrounding circle reflects the grill, while the surrounding letterforms mirror diners seated around a shared meal.

• Typography was inspired by Korean letterforms and validated with Korean culture experts.

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