Aussie Beef goes viral in Korea
03 March 2025
In Korea, the Aussie Beef brand holds a strong position in both retail and trade. This is, in part, due to engaging TV commercials that have been running for the best part of a decade. However, as consumers and their media consumption habits are changing, the MLA Korea team have altered their approach when it comes to promoting Aussie Beef.
Working closely with local agency partners, Aussie Beef is shifting away from mass TV and moving more into digital and social media, in addition to PR activities and activations. One of the first elements of this new approach is the production of a YouTube series titled Chaego’s Table.
A new way of engaging Korean audiences
Chaego’s Table is presented by Korean chef, influencer and Aussie Beef Mate, Shinae Hong, who ventures out to farms in Korea. She then pairs local seasonal produce with Aussie Beef to create easy meals. Episodes run for approximately 20 minutes.
Each episode begins with Shinae meeting up with a farmer to discuss their produce and farm before proceeding to create dishes using different cuts of Aussie Beef. The episodes conclude with Shinae and the farmer enjoying the dishes together and discussing how well Aussie Beef pairs with Korean produce and cooking techniques.
Results so far
Through Shinae’s warm and authentic personality, she presents each episode in a relaxed manner that Korean consumers clearly relate and respond to. Posted on the Aussie Beef Korea YouTube channel at the beginning of December 2024, the first episode of Chaego’s Table featured a Korean pear farm. To date, this episode has received a staggering 1.5 million views and over 35,000 likes, exceeding expectations of an original target of 40,000 views.
To prove this was no fluke, the second episode racked up more than 1.2 million views, with episode 3 achieving over 1.7 million views to date. It has been one of the most successful consumer branding exercises MLA has conducted in Korea.
Next steps
MLA Korea has two more episodes planned for release in the coming weeks and months. There are also discussions to produce further episodes of Chaego’s Table to continue the successful momentum.
The success of the series has also generated additional media and trade interest. As a result of the series, the MLA Korea team has been fielding enquiries about partnering with Aussie Beef, specifically asking Shinae to feature on local TV shows in addition to retail promotions.
