If you’re looking for a delicious buzz, Drag Race alum Kim Chi is here to save the day! Kim has collaborated with lifestyle brand Sundae School to bring you Kimchi Yuzu, a limited-edition gummy embracing the spice and excitement of the Lunar New Year. Coated with bold kimchi powder and infused with the bright citrus notes of yuzu, these gummies feature a reformulated 10mg of THC per gummy, delivering the brand’s most potent treat yet.
Accompanying the launch is the whimsical Kim Chi Over Flowers campaign, inspired by vintage Korean comics, advertisements, and pop culture. The campaign reimagines the journey of Kimchi Yuzu as a transformative flavor experience. It begins with the fiery passion of kimchi powder and melts into the sweet, radiant brightness of yuzu. Starring Kim Chi as the campaign’s heroine, the narrative brings her to life as she evolves from a hot-and-spicy kimchi-making ahjumma to a glowing, powerful yuzu matriarch.
“This Lunar New Year, we set out to craft something that embodies the transformative spirit of the season while paying homage to the rich flavors and cultural nostalgia of Korea,” says Corinne Ang, Creative Director at Sundae School. “Kimchi Yuzu is more than just a flavor—it’s a bold and imaginative experience that redefines tradition, offering a fresh and playful connection to our roots.”
The visuals in Kim Chi Over Flowers reflect Sundae Flowers’ signature style: bold, kitsch, and unapologetically fun. With dramatic typography, vibrant illustrations, and punchy designs, the campaign immerses audiences in a campy, nostalgic world that’s both humorous and heartfelt.
“We leaned into the drama and whimsy of Korean pop culture to tell a story that’s both playful and meaningful,” adds HeeEun Chung, Lead Content Producer at Sundae School. “The imagery, the characters, and the narrative all come together to celebrate the transformative power of this flavor while staying true to the humor and personality that define both Kim Chi and Sundae Flowers.”
Celebrate the season and enjoy a sweet and spicy treat. Order Kimchi Yuzu on the Sundae School website,
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