Major Food Vendors Make a Splash at Australia's Largest University Gathering
O'food Makes a Splash at University of Sydney's Welcome Fest 2025
Daesang's global food brand, O'food, made a memorable debut at the University of Sydney's Welcome Fest 2025, one of Australia's most prestigious and largest university festivals. This participation was part of Daesang's strategy to expand its global presence and engage with international markets.
The event, happening twice a year, features over 180 booths, representing 56 brands and 111 University of Sydney-affiliated clubs. O'food was the only Korean brand participating in the festival.
Despite the rainy weather, O'food's booth drew long lines and lively engagement throughout the event. The booth, operated under the theme "O'food at O'Week", offered freebies such as cup tteokbokki and kimchi cup ramen, as well as tastings of ready-to-eat products, including locally produced dumplings and fried rice.
Visitors at the booth were also encouraged to participate in Instagram follow events and a roulette game that awarded O'food ready meals as prizes. To generate further interest, participants who provided product feedback were entered into a drawing for a mystery gift box filled with O'food items.
Jeff Choi, CEO of Daesang Australia, expressed that the event was valuable for engaging directly with Gen MZ individuals and showcasing the appeal of the O'food brand. O'food aims to continue introducing locally tailored products and content to build deeper intergenerational connections and strengthen its position as a fun and flavorful K-Food brand leader.
The impact of O'food's participation was significant. This semester's Welcome Fest drew an enthusiastic crowd of about 35,000 students, and O'food attracted over 10,000 visitors per day. The event helped Daesang strengthen its market footprint in Australia and build connections with young consumers who are influential in food trends and multicultural consumption.
O'food's marketing initiatives, including a Google Maps-integrated "Where to Buy" guide, TikTok-based interactive filters and challenges, branded merchandise, and digital content, were well-received. Christal Sutiono and Sam McCredie, students who participated in the booth event, found O'food's products accessible and expressed interest in trying them in their dorms.
In summary, O'food leveraged the University of Sydney's Welcome Fest 2025 to promote its global food brand effectively, capturing the attention of a large, diverse student demographic and enhancing its international expansion efforts. The brand's convenience, bold flavors, and engaging activities made it a popular choice among K-Food enthusiasts and international students alike. Daesang Australia plans to continue showcasing the appeal of the O'food brand to Gen MZ individuals in Australia.
- For those interested in global cuisines, O'food offers a wide array of ready-to-eat products, including locally produced dumplings and fried rice.
- You can discover new flavorful K-Food and fortify your personal growth by exploring various lifestyle trends, such as outdoor-living or home-and-garden, while also indulging in food-and-drink experiences like O'food.
- As a part of your shopping list for education-and-self-development, consider incorporating deals-and-discounts on O'food products, which can enhance your meal times and contribute to your career-development.
- If you're an avid fan of K-Food and its vibrant culture, follow O'food's social media platforms for product-reviews, interactive TikTok challenges, and branded merchandise to complement your cooking and entertainment lifestyle.
- With O'food's ongoing commitment to introducing locally tailored products and engaging activities, students like Christal and Sam can enjoy a taste of global cuisines in their dorm rooms, contributing to their own personal-growth and influencing their peers' food trends.
- For die-hard O'food enthusiasts, take advantage of the "Where to Buy" guide on Google Maps to discover nearby stores and deepen your connection with the O'food brand and your own community.
