Ged Carroll

Mr Pizza in Korea

Published: (Updated: ) in branding | 品牌推廣 | 브랜드 마케팅 | ブランディング, business | 商業 | 상업 | ビジネス, fmcg | 雜貨業務 | 소비재 | 食料品事業, korea | 韓國 | 한국 | 韓国, marketing | 營銷 | 마케팅 | マーケティング by .

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Pizza in Korea is a unique experience compared to other countries. Pizzas in Hong Kong were generally more premium and had more of a focus on sea food. Pizza in Korea was remarkably different:

Mr. Pizza

About the company

Mr. Pizza was founded in 1990. They have one branch in the US, one in Vietnam, 15 in China and some 350 branches in South Korea.

They created a mockumentary  video The true origins of pizza as a satirical viral campaign to promote their brand, (presumably internationally). It considers the dish to be a Korean national treasure. However it did touch a nerve amongst other Asian countries as it’s similarity to Korean nationalist fringes meant that some of the film’s satire was lost to the audience.

The company looked to further differentiate itself to eat-in diners by developing a new store format and sub-brand called MIPIHAUS. The concept of MIPIHAUS is to mix an art gallery environment with their restaurant. MIPI is a contraction of Mr. Pizza and the HAUS is a reference to the Bauhaus art movement.