Foogo Hoʻolālā Pūolo by Jiwon Jung is a highly esteemed winner of the very prestigious 2025 A' Design Award Hao in Hoʻolālā ʻUhi Competition Category.

HaoʻUhi· 2025

Foogo Hoʻolālā Pūolo

by Jiwon Jung

Client: Hongik University

A' Design Award Hao Winner in ʻUhi Category

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Verified Award Winner

Verify Award Status for #167596

View at A' Design Award Press Release Award Badge

Colors

The Design

About Foogo Hoʻolālā Pūolo

ʻO Foogo he manaʻo hoʻolālā pūolo i ulu mai nā kaʻa meaʻai Kōlea, e hōʻike ana i ka ʻano ʻokoʻa, ka hiki ke neʻe, a me ka hoʻolālā maʻalahi no ka mea hoʻohana. I hana ʻia e like me kekahi kaʻa meaʻai liʻiliʻi, ua kaʻawale ʻia mai nā pūolo pahu maʻamau e hōʻike i ka ʻuhane o ka meaʻai alanui Kōlea. Ma ka hoʻokomo ʻana i nā ʻano kaʻa like ʻole—nā kalavana, nā vana, a me nā kāleka—ua loaʻa ka mea hoihoi neʻeneʻe o ka meaʻai ʻuhane Kōlea. He apo hiki ke wehe ka mea e maʻalahi ai ka lawe ʻana a me ka hoʻohana ʻana. Ma ka hui pū ʻana i nā ʻano kuʻuna me kekahi hōʻike kūlohelohe, hāʻawi ʻo Foogo i kekahi ʻike nānā piha a hana i alahele moʻomeheu, e kaʻana like ana i ka moʻolelo a me ka naʻau o ka meaʻai Kōlea.

The Recognition

About the A' Design Award Hao

Ua lanakila ka hoʻolālā Foogo Hoʻolālā Pūolo i ka A' Design Award Hao, he ʻike hoʻohanohano i hāʻawi ʻia i nā hoʻolālā maikaʻi e hoʻokō ana i nā koi ʻoihana a ʻoihana hana i manaʻo ʻia mai nā mea hoʻokumu i hana maikaʻi ʻia. Hōʻike nā lanakila Hao i ka mākau nui, ka loea kiʻekiʻe, ka ʻike akamai a me ka hiki hana noʻeau o ka poʻe i hana iā lākou. Manaʻo ʻia ʻo ka hoʻolālā Foogo Hoʻolālā Pūolo he mea hoʻokumu i mahalo nui ʻia, hoʻohiwahiwa ʻia a aloha ʻia e pono a hou. ʻO kēia hoʻolālā i lanakila i ka A' Design Award Hao e hoʻohui ana i nā hana maikaʻi loa o ka ʻoihana a loaʻa nā ʻano ʻenehana mākaukau i hui pū ʻia me ka ʻike hana a me ka makakoho. Mahalo ʻia ka hoʻolālā Foogo Hoʻolālā Pūolo no kona nānā pono a ua hoʻolālā ʻia e hāʻawi i nā hoʻomaikaʻi ola e kōkua ai i ka hana ʻana i ka honua i wahi maikaʻi aku.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: Foogo is a packaging experience inspired by diverse Korean food truck styles, emphasizing originality and portability. Unlike conventional box packaging, Foogo is designed as an intuitive food truck shape, reflecting the identity of Korean soul food. It incorporates various truck types like caravans, vans, and trailers, capturing Korean street food’s dynamic essence. And detachable handle enhances convenience, while Foogo bridges tradition and modernity, creating an immersive visual experience.
Dimensions & Packaging: Signature Truck Package: 80mm × 140mm × 100mm
Caravan Package: 70mm × 120mm × 80mm
Trailer Package: 210mm × 75mm × 135mm
Inner Package: 75mm × 45mm × 95mm
Homemade Mix Package: 100mm × 50mm × 165mm
Tags: Korean street food, food truck packaging, soul food, snack branding, interactive packaging, cultural experience, mobile street food, K-food design
Production Technology: Foogo is made with eco-friendly paperboard, ensuring lightweight durability. Precision die-cutting maintains structural stability, while offset printing with matte and gloss coatings enhances texture. A foldable design allows easy assembly, and a reinforced detachable handle ensures convenience. The manufacturing process prioritizes sustainability and efficiency, creating packaging that is both aesthetic and practical, aligning with modern eco-conscious design trends.
Design Challenge: The biggest challenge was translating the food truck experience into functional packaging while ensuring stability. Traditional box structures lacked authenticity, requiring prototyping and material refinement. Balancing cultural authenticity with global appeal was another challenge. Foogo overcame these hurdles by merging design functionality with emotional storytelling, creating a visually engaging and immersive representation of Korean soul food.
Research: This study examines how packaging enhances cultural storytelling in consumer experiences. Research analyzed the global appeal of K-food, the emotional connection to nostalgic snacks, and how interactive packaging influences perception. Surveys and prototypes confirmed that culturally immersive designs enhance engagement. Foogo’s food truck-inspired packaging was developed from these insights, ensuring a meaningful and relatable experience for international audiences.
Inspiration: While traditional Korean cuisine like bibimbap and bulgogi is globally recognized, Korean soul food remains largely unknown. Street snacks like gamja hotdog, egg bread, and dalgona are more than just food—they hold cultural significance and nostalgia. Foogo was inspired by Korean mobile food stalls and trucks, recreating the excitement of holding a warm snack on a cold day. The packaging captures this authentic street food experience, making Korean soul food accessible worldwide.
Project Duration: The project started in Seoul in February 2024 and was completed in Seoul in November 2024.
Operation Flow: Foogo’s unboxing simulates purchasing from a real food truck. The opening mechanism resembles a serving window, enhancing the authenticity of the experience. A detachable handle ensures portability, making it easy to carry. Design elements such as food truck signage create a realistic street food ambiance. Foogo is not just packaging—it is a storytelling tool, engaging consumers in a multi-sensory experience that extends beyond taste.
Patents: This work is all original images not copyrighted.
Team Members: Design Director : Jiwon Jung
Image Credits: This work is all original images not copyrighted.