Brand Tone

Friendly & Approachable, Authentic & Knowledgeable, Helpful & Inspiring, Community-Oriented, Modern & Clean

Brand Values

• •Authenticity: Providing genuine Asian products and culinary experiences.
• •Quality: Offering fresh and high-standard ingredients.
• •Variety & Selection: Ensuring a wide range of products to meet diverse needs.
• •Customer Connection & Education: Engaging with customers through helpful content, recipes, and cultural information.
• •Accessibility: Making Asian products readily available both online and in their physical stores.
• •Passion for Food: A clear enthusiasm for Asian cuisine and sharing it with others.

Best Practices

• •Embrace Authenticity: Always highlight the genuine origins and traditional uses of products. Use culturally appropriate terminology (and explain it if necessary for a broader audience).
• •Be a Helpful Guide: Frame copy around solving customer needs – whether it's finding a rare ingredient, learning a new recipe, or understanding a cultural dish. Use "you" and "your" to speak directly to the customer.
• •Show, Don't Just Tell, with Food: Use descriptive and evocative language that appeals to the senses (taste, smell, sight). Talk about the "crispness," "rich umami," "delicate aroma," "vibrant colours."
• •Foster Community & Conversation: Encourage interaction by asking questions, inviting users to share their own experiences or creations, and responding to comments in a friendly and timely manner.
• •Maintain Visual & Verbal Harmony: Ensure the tone of the copy aligns with the visual style. If visuals are bright and modern, the copy should be energetic and clear. If they are warm and traditional, the copy can be more storytelling-focused. Consistency across all platforms is key.

Social Perception

Go-To Destination, Specialty Provider, Positive Shopping Experience, Knowledge Resource

Copy Examples

• •Spice up your week!🌶️ Our new shipment of authentic Gochujang has just landed. Perfect for adding that rich, umami kick to your stews, marinades, or even a bibimbap feast. What's the first dish you'll make? Share your ideas below! #ShillaMarket #KoreanFood #Gochujang #AuthenticFlavours #AmsterdamFood
• •Taste of Tokyo at Home 🍜 | Save 15% on all Japanese Noodles & Broths this week. Your authentic ramen adventure starts here! Shop now.
• •🥢 Fresh In: Discover New Arrivals & Our Chef's Top Recipe for Kimchi Jjigae!
• •30-sec Tteokbokki hack! 🔥 Grab your ingredients from Shilla Market & satisfy those cravings. So easy, so good! #ShillaFoodMarket #Tteokbokki #EasyRecipe #KoreanStreetFood #QuickMeals
• •Unwind with the serene taste of our premium Genmaicha. This traditional Japanese green tea, blended with roasted brown rice, offers a nutty aroma and a smooth, comforting flavour. A perfect sip of tranquility, straight from the fields of Japan to your cup. Ideal for a mindful moment any time of day.