Brand Tone

Friendly, Approachable, Informative, Helpful, Authentic, Cultural, Vibrant, Enticing, Community-Oriented

Brand Values

• •Authenticity: Providing genuine Korean products and cultural experiences.
• •Quality: Offering fresh and high-quality groceries.
• •Convenience: Highlighting online shopping and same-day delivery.
• •Cultural Connection: Bridging the gap between Korea and its customers in the US by bringing a taste of Korean culture.
• •Customer Engagement: Building a community around Korean food and culture.

Best Practices

• •Develop a Brand Voice Chart: Clearly define the brand's personality traits (e.g., "Friendly, not silly," "Informative, not condescending," "Authentic, not exclusive"). Provide do's and don'ts for language and style.
• •Embrace Bilingualism Strategically: Continue using both English and Korean where appropriate, especially on social media, to reinforce authenticity and connect with Korean-speaking audiences. Ensure translations are accurate and culturally sensitive.
• •Focus on Storytelling & Culture: Weave narratives around Korean food, traditions, and even the story of "New World Mart" or the "Two Bros" into the copy. This adds depth and emotional connection beyond just selling products.
• •Be Visually Consistent with Tone: Ensure that the tone of the copy aligns with the visuals used. Vibrant, enticing copy should accompany high-quality, appealing images/videos. Friendly, approachable copy should match relatable and authentic visuals.
• •Engage and Listen: Actively respond to comments and messages in the brand's defined tone. Pay attention to how customers talk about the brand and its products, and let this feedback subtly inform the evolution of the brand voice. Use questions in copy to encourage interaction.

Social Perception

Likely positive, centered around product availability and the cultural connection they offer. The brand actively solicits engagement through events like following them on Instagram and YouTube for reward points.

Copy Examples

• •Instagram Post (Image: Vibrant flat lay of ingredients for Japchae): Ready for a K-drama marathon? 🍜📺 Make it perfect with homemade Japchae! We've got all the authentic ingredients you need, from sweet potato noodles to the freshest veggies. Tap the link in bio to shop and bring the taste of Korea home! #NewWorldMart #KoreanFood #JapchaeNight #KFoodLove #EasyRecipe
• •Facebook Ad (Video: Quick recipe video by the "Two Bros"): Your kitchen, our Korean flavors! Join the Two Bros as they whip up a quick & delicious Kimchi Jjigae. 🔥🌶️ Get all your ingredients delivered same-day. What Korean dish are you craving this week? Let us know below! 👇 #NWMTwoBros #KoreanGrocery #KimchiJjigae #HomeCooking #CoreanMart
• •Website Banner (Homepage): Your Connection to Authentic Korea. 🇰🇷 Fresh Kimchi, Savory Banchan, Premium Meats & More. Taste the tradition. Free same-day delivery over $49! Shop Now.
• •Email Newsletter Subject: 🥢 Your Weekly K-Food Inspiration + Special Offer Inside! (Email Body Snippet): Annyeonghaseyo Food Lovers! This week, we're dreaming of warm, comforting Tteokbokki. Discover our new Tteokbokki kit and enjoy an exclusive 10% off all snack items to complete your Korean feast! At New World Mart, we're passionate about bringing the heart of Korean cuisine to your table.
• •YouTube Video Title/Description Snippet: (Title): Two Bros Try: SPICY Noodle Challenge! 🔥🌶️ Can We Handle It? | New World Mart (Description): We're turning up the heat! Watch the NWM Two Bros take on the viral spicy noodle challenge using ingredients you can find right here at New World Mart (coreanmart.com!). Think you can do better? Show us your challenge! #SpicyNoodleChallenge #KoreanSnacks #NWMTwoBros #KFoodAdventures