​Pulmuone to collaborate with popular food franchise operator at K-pop festival hosted by BTS' agency

By Park Sae-jin Posted : June 9, 2023, 11:19 Updated : June 9, 2023, 11:19

[Courtesy of Pulmuone]

SEOUL -- Pulmuone, South Korea's major food company, will collaborate with Good For Good, a domestic food and lifestyle company, to showcase new vegetable-based food menus at a K-pop festival hosted by Hybe, the agency of BTS.
South Korea's vegan population is steadily growing to stand at about two million in 2022, according to the Korean Vegan Union. There are also many people who choose to eat vegetable-centered meals because of their awareness of their health, the environment, and society. Along with the increased number of people who favor vegetable-based food, the alternative meat market is predicted to grow to $22.6 million by 2025.
Pulmuone, well-known for its vegetarian-based food products including tofu and alternative meat menus, started collaborating with restaurants and food brands that are popular among young consumers in their 20s and 30s in 2023. The company garnered special attention from customers through unique vegetable-centered menus based on the style of each collaborating restaurant.
The food company said that the company will showcase three new vegetarian menus -- burritos, rice balls, and dumplings -- through collaboration with Good For Good (GFG) at the "2023 Weverse Con Festival" held in southern Seoul on June 10 and 11. Weverse Con is a K-culture festival that features top artists such as New Jeans, Le Sserafim, and Zico. The vegetarian menus will be sold at the festival's food and beverage section.
GFG operates 11 restaurant brands including premium burger joint brand DOWNTOWNER, donut and dessert cafe brand Knotted, and oriental fusion restaurant brand Hojokban. The company captured young generations with unique restaurant interior styles and menus that are tasty and also beautiful to watch.
"We hope that our participation in the 2023 Weverse Con Festival become an opportunity for young consumers as well as K-pop fans from the world to expand their brand experience of our vegetarian-centered products," a Pulmuone official said in a statement on June 9.  
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