Wow! Momo Foods Pvt. Ltd., the parent company of Wow! Momo, Wow! China and Wow! Chicken, has joined hands with Sprite to launch Korean Karnival, a month-long campaign that brings Korean-inspired food, youth culture and an aspirational Korea experience together across its three brands.
Running from September 4 to October 4, the campaign taps into the growing interest in Korean food and culture among India’s young consumers, turning that curiosity into a multi-brand food experience. As part of the campaign, consumers can explore Korean-inspired offerings across Wow! Momo, Wow! China and Wow! Chicken, while the customer with the most repeat purchases during the campaign stands a chance to win a couple’s trip to Korea.
From K-pop and K-dramas to food, fashion and beauty, Korean culture has increasingly become part of India’s youth culture. Korean food, in particular, has emerged as an accessible way for consumers to participate in that cultural curiosity. With Korean Karnival, Wow! Momo Foods is looking to take that interest beyond a one-time food discovery and build a campaign around trial, exploration, and repeat consumption.
The campaign brings together distinct Korean-inspired products across the three Wow! Momo Foods brands. Wow! Momo offers options such as Chicken Korean Spicy Momo and Corn Cheese Korean Spicy Momo, while Wow! China brings Chilli Oil Noodles with Korean Hot Balls to the menu. Wow! Chicken adds Korean Kurkure Burgers alongside its range of Korean-inspired chicken offerings.
Together, the three formats give consumers multiple ways to experience the campaign while creating a single Korean-inspired food universe across the Wow! Momo Foods portfolio.
The trip to Korea adds an aspirational layer to the campaign. By rewarding repeat purchases, Korean Karnival turns every visit into part of a larger journey, giving consumers another reason to return, try more offerings and engage with the campaign throughout its duration.
The partnership with Sprite further complements the campaign’s focus on Korean-inspired spicy flavours. With Sprite positioned as a refreshing pairing for spicy food, the collaboration brings together Korean-inspired food and a familiar beverage experience for consumers looking to explore bold flavours.
Muralikrishnan, Co-founder & CMO, Wow! Momo Foods Pvt. Ltd. said, “Korean Karnival is about bringing the excitement of Korean culture into a food experience that feels relevant to today’s young consumers. Korean food has become an important part of how Gen Z discovers and engages with global culture, and we wanted to build on that interest through flavours and formats that invite exploration. From a business perspective, the campaign is designed to move beyond the excitement of a first trial and create reasons for consumers to return.
“The opportunity to win a trip to Korea adds an aspirational dimension to that journey, making repeat visits part of a larger experience. By bringing three brands into one connected campaign, we are creating a platform that combines cultural relevance with a clear objective: driving discovery, frequency and repeat consumption,” Muralikrishnan added.
The campaign is being amplified through digital and social media, creator-led content, in-store communication and consumer engagement initiatives across the campaign period. The multi-brand approach allows consumers to encounter Korean Karnival across different food occasions while keeping the campaign connected through a common Korean-inspired theme.
With Korean Karnival, Wow! Momo Foods and Sprite are looking to turn the popularity of Korean-inspired food into a broader consumer experience, bringing together food discovery, youth culture, repeat engagement and the aspiration of experiencing Korea under one campaign.
