Foogo K'ipichay Ruway by Jiwon Jung is a highly esteemed winner of the very prestigious 2025 A' Design Award Fierru Premiu in Pilluchina Kamay Competition Category.

FierruPilluchina· 2025

Foogo K'ipichay Ruway

by Jiwon Jung

Client: Hongik University

A' Design Award Fierru Premiu Winner in Pilluchina 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 K'ipichay Ruway

Foogo nisqaqa huk k'ipichay yuyaymi Coreano mikhuna kamyunkunamanta kallpachasqa, rikuchispa paqariy kayta, puriykuy atiyta, ruwaqpaqpas allin ruwayta. Uchuy mikhuna kamyun hina ruwasqa kaspa, karunchakun sapa kuti kaja k'ipichay kaymanta, rikuchinapaq Coreano ñan mikhuypa sunqunta. Imaymana kamyun rikch'akunata churaspa—kampu kamyunkuna, kamyunkuna, qhipa kamyunkuna—hap'in Coreano sunqu mikhuypa kuyuysapa sumaq kayninta. Lluqsinapaq ruk'ana yapan apakunapaq allin kayta, mana sasalla ruwanapaqpas. Ñawpa kawsay imakunata kunan pacha rikuchiywantin chaqruspa, Foogo qun huk ukhu rikuy kawsayta, ruwakuspa kawsay chaka hina, rakinakuspa Coreano mikhuypa willakuyninta sunqu sintiynintawan.

The Recognition

About the A' Design Award Fierru Premiu

Foogo K'ipichay Ruway A' Design Award Fierru Premiu mishak kan, yupaychay, kayta ruray yachak shinallatak industriapak mañaykunata paktachik alli diseñukunaman kun. Fierru mishak kashkakunaka hatun ruray ushayta, hanak yachayta, yachak yuyayta shinallatak ruray kamachiyta rikuchinku. Foogo K'ipichay Ruway sinchi yupaychashka, kuyashka shinallatak kuyashka ruray, ruranapak alli shinallatak mushuk yuyaypi kanata munanku. Kay Fierru Premiu japishka diseñuka industriapak ashtawan alli ruraykunata tantachin shinallatak yachaywan shinallatak ushaywan tantashka tekniku ushayta charin. Sinchi ruraymanta Foogo K'ipichay Ruway yupaychashka kan shinallatak kawsayta alliyachik ruraykunata kuypak ruray kan, pachata ashtawan alli kachun ruran.

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.