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Foogo: Award-Winning Packaging Design Inspired by Korean Soul Food and Street Culture

Jiwon Jung's Foogo packaging design has received the prestigious Iron A' Packaging Design Award 2025, recognizing its unique approach to capturing the essence of Korean street food culture. Developed in Seoul between February and November 2024, Foogo was inspired by the vibrant atmosphere of Korean mobile food stalls and the emotional connection people have with traditional snacks like gamja hotdog and egg bread. The design aims to make these nostalgic flavors accessible to a worldwide audience, offering an authentic and interactive experience that goes beyond conventional packaging.

Foogo stands out for its originality and functionality, featuring packaging shaped like various food trucks-caravans, vans, and trailers-to reflect the dynamic identity of Korean soul food. Unlike standard box packaging, Foogo's intuitive truck-shaped design includes a detachable handle for portability and an opening mechanism that mimics a food truck's serving window. These elements create a multi-sensory, storytelling experience that engages consumers and evokes the excitement of enjoying street snacks on a chilly day.

Produced with eco-friendly paperboard and precision die-cutting, Foogo combines sustainability with durability and aesthetic appeal. Offset printing with matte and gloss finishes enhances the tactile quality, while the foldable structure allows for easy assembly and efficient production. Extensive research and prototyping ensured that the packaging not only delivers cultural authenticity but also meets global standards for practicality and environmental responsibility. By bridging tradition and modernity, Foogo sets a new benchmark for interactive, culturally immersive packaging design.

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