Foogo Tlapepechhuiloni Tlachihchihualiztli by Jiwon Jung

Foogo Tlapepechhuiloni Tlachihchihualiztli by Jiwon Jung is a highly esteemed winner of the very prestigious 2025 Mahuizolli A' Design Award Tepoztli in Tlaquimilolli Tlachihchihualiztli Competition Category.

TepoztliTlaquimilolli· 2025

Foogo Tlapepechhuiloni Tlachihchihualiztli

by Jiwon Jung

Client: Hongik University

Mahuizolli A' Design Award Tepoztli Winner in Tlaquimilolli Category

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Colors

The Design

About Foogo Tlapepechhuiloni Tlachihchihualiztli

Foogo ca ce tlapepechhuiloni nemiliztli motemaca ipan Coreano tlacualcaltin-tepozmalacactin, quitenehua yancuiliztli, nehnemiztli ihuan cualli motequipanoliztli. Mochihua iuhquin ce tepiton tlacualcalli-tepozmalacatl, quiza ipan yancuic caxitl-tlapepechhuiliztli pampa quitlaneztilia Coreano ohtli-tlacualli iyollo. Quipixtiya nepapan tepozmalacactin—caravanas, vans ihuan trailers—quimacaci yoliliztli Coreano yollotlacualli. Ce matlanoni mahuazcuahuitl quitlalia huicaliztli ihuan cualli motequipanoliztli. Ica mochihchihua yancuic tlamantli ihuan axcan tlanexiliztli, Foogo maca ce tlaixmachoni tlachializtli ihuan moyetztica iuhquin ce cultura-ohtli, momacehua in amoxtli ihuan yollotl Coreano tlacualli.

The Recognition

About the Mahuizolli A' Design Award Tepoztli

Foogo Tlapepechhuiloni Tlachihchihualiztli ca in quicuic in Mahuizolli A' Design Award Tepoztli, tlamahuizoliztli tlen momaca in cualli dizayno in quitlalia in tlen monequi ipan tequitl ihuan tlachihualiztli in quimaca in cualli tlachihualli. In quicuicah Tepoztli quinextia in hueyi tlamatiliztli, toltecayotl ihuan ihuelitiliztli intlachihuanime. Ca quinequi in Foogo Tlapepechhuiloni Tlachihchihualiztli ca tlazohtli, mahuiztic, yancuic ihuan motequiuhtia. Ni dizayno in quicuic Tepoztli quihuelitia in tlamatiliztli ihuan quipia chicahualiztli tlen tepoztli. Foogo Tlapepechhuiloni Tlachihchihualiztli quicualtia in nemiliztli ihuan quihuelitia in cemanahuac ica cualli.

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.