Case Studies

Nongshim's Bbangbujang Launches Experiential Marketing Through Collaboration with Daejeon Bread Taxi

Posted : 2026.04.15 10:43

Strategic partnership with a tourism program tailored to Daejeon. Nongshim's snack brand Bbangbujang will collaborate with Bread Taxi, a popular tourism program in Daejeon Metropolitan City, through April 30. The campaign is an experiential marketing effort that combines Bbangbujang's concept of reinterpreting bread as a snack with Daejeon's bread culture.

Welcome kits and expanded brand exposure. Nongshim will provide Bread Taxi customers with a welcome kit containing three Bbangbujang products — salted bread, chocolate bread and matcha bread — along with Baeksansu. The company will also apply the Bbangbujang character to the vehicle exterior and promotional materials for the bread tour to boost brand awareness.

Bread Taxi service status and features. Bread Taxi is a tourism-style taxi service that lets passengers tour and experience Daejeon's signature bakeries. Taxi driver Ahn Seong-woo first came up with the idea in November last year to make the service more convenient for users. Inside the vehicle, passengers can find recommended route guides and a table for enjoying bread, making it possible to experience a bread tour even while traveling.

Brand concept and future expansion plans. A Nongshim official said Bbangbujang is a brand that recreates the taste and shape of real bread in snack form. The company plans to vividly convey the product concept through this collaboration and expand opportunities for consumers to experience the product through a variety of touchpoints.

■ Challenge: Limited opportunities for consumers to directly experience Bbangbujang's product concept, which reinterprets bread as a snack ■ Strategy: Introduce experiential marketing through a collaboration with Bread Taxi, a tourism program in Daejeon Metropolitan City ■ Result: Brand awareness improved by offering a welcome kit with three Bbangbujang products to Bread Taxi customers and applying the brand character to the vehicle exterior

Q1. What does the collaboration between Nongshim's Bbangbujang and Daejeon Bread Taxi involve?

Through April 30, Nongshim will provide Bread Taxi customers in Daejeon Metropolitan City with a welcome kit consisting of three Bbangbujang products — salted bread, chocolate bread and matcha bread — as well as Baeksansu. The company will also apply the Bbangbujang character to the vehicle exterior and promotional materials to raise brand awareness.

Q2. Which snack brand is carrying out experiential marketing linked to local culture?

Nongshim's Bbangbujang is collaborating with the Bread Taxi tourism program in connection with Daejeon's bread culture. The brand is carrying out experiential marketing that combines its concept of reinterpreting bread as a snack with the city's distinctive bread culture.

Q3. What is Bread Taxi?

Bread Taxi is a tourism-style taxi service that takes passengers around Daejeon's signature bakeries. Taxi driver Ahn Seong-woo planned the service in November last year, and the vehicle includes route guides and a table so passengers can enjoy a bread tour even while on the move.

This content was prepared by MaeKyung Biz Content Planning Team based on official announcements and press releases.