Foogo Kev Tsim Ntim Khoom by Jiwon Jung is a highly esteemed winner of the very prestigious 2025 A' Design Award Hlau in Tsim Ntim Khoom Competition Category.

HlauNtim Khoom· 2025

Foogo Kev Tsim Ntim Khoom

by Jiwon Jung

Client: Hongik University

A' Design Award Hlau Winner in Ntim Khoom 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 Kev Tsim Ntim Khoom

Foogo yog ib lub tswv yim tsim ntim khoom uas tau txais kev tshoov siab los ntawm Korean cov tsheb muag khoom noj, qhia txog kev tsim tshiab, kev txav tau yooj yim, thiab kev tsim uas yooj yim siv. Ua zoo li ib lub tsheb muag khoom me me, nws txawv ntawm cov thawv ntim ib txwm muaj los qhia tus ntsuj plig ntawm Korean cov zaub mov hauv txoj kev. Muab ntau hom tsheb sib txawv—tsheb caravan, van, thiab trailer—nws ntes tau qhov ntxim nyiam muaj zog ntawm Korean cov zaub mov ntsuj plig. Ib tug tuav uas rho tau tawm ntxiv kev yooj yim nqa thiab siv. Los ntawm kev sib xyaw cov qauv ib txwm muaj nrog kev nthuav qhia niaj hnub no, Foogo muab kev pom zoo nkauj tag nrho thiab ua tus choj ntawm kev cai, sib qhia zaj dab neeg thiab kev xav ntawm Korean cov zaub mov.

The Recognition

About the A' Design Award Hlau

Foogo Kev Tsim Ntim Khoom yog tus yeej ntawm A' Design Award Hlau, ib qho kev lees paub muaj meej mom uas muab rau cov qauv tsim zoo uas ua tau raws li cov kev xav tau ntawm kev ua haujlwm thiab kev lag luam uas xav tau los ntawm cov khoom tsim zoo. Cov neeg yeej Hlau qhia txog kev txawj loj, kev paub tshwj xeeb siab, kev nkag siab ntawm cov kws tshaj lij thiab lub peev xwm tsim ntawm cov neeg tsim. Foogo Kev Tsim Ntim Khoom xav tias yuav yog ib qho khoom tsim uas neeg hwm, qhuas thiab hlub uas siv tau thiab tsim tshiab. Cov qauv tsim yeej A' Design Award Hlau no sib xyaw cov kev coj ua zoo tshaj plaws ntawm kev lag luam thiab muaj cov yam ntxwv siv tshuab txawj ntse txuas nrog kev paub thiab txuj ci. Foogo Kev Tsim Ntim Khoom tau txais kev hwm vim nws tag nrho thiab tsim los muab kev txhim kho rau lub neej uas pab ua rau lub ntiaj teb zoo dua.

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.