Seoul, December 29, 2025 – A shift is underway in food industry marketing, driven by a growing consumer focus on proactive health management. A campaign by Nongshim kellogg’s, offering a “Breakfast Part-time Job” with a potential payout of 3 million won per person, attracted over 260,000 participants, signaling a new era of ‘Health Quotient (HQ) marketing’.
Beyond Healthy Ingredients: The rise of ‘Health Intelligence’
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Consumers are increasingly prioritizing behavioral design-routines and habits-over simply seeking out healthy ingredients,a trend identified as ‘health intelligence’ in Trend Korea 2026.
- ‘Health intelligence’ emphasizes proactive health management and routine building.
- Marketing is evolving from listing benefits to designing repeatable actions.
- Nongshim Kellogg’s ‘Breakfast Part-time Job’ campaign saw participation exceed 260,000.
- Companies like Lotte Well Food, Daesang Welllife, and OB Beer are implementing similar strategies.
The core of this evolving marketing approach isn’t simply telling consumers about health benefits; it’s about showing them how to integrate healthy habits into their daily lives. This shift reflects a growing interest in sustainable healthcare, notably among younger generations, who are actively seeking ways to manage their well-being before problems arise. Instead of focusing on treatment after illness, the industry is now prioritizing preventative measures and consistent routines.
Rewarding Routine: Nongshim Kellogg’s Innovative Campaign
Nongshim Kellogg’s ‘Eating Breakfast Part-time Job’ campaign cleverly tapped into this desire for routine. The campaign centered around their ‘Protein Granola Zero Sugar’ product, encouraging participants to verify their breakfast on Instagram. By combining social media engagement with a substantial reward – 3 million won per person – the campaign lowered the barrier to entry for prioritizing morning nutrition.The easy participation structure and generous incentive proved highly effective, attracting a final tally of over 260,000 participants.
Participants shared positive experiences, with one noting the campaign “revived my condition and peace of mind,” while another described how it transformed their morning from a simple coffee to a “simple and healthy routine.” This demonstrates how effectively behavioral design can integrate into daily life.
Preemptive Health Across Industries
This focus on proactive health extends beyond breakfast. Lotte Well Food,in collaboration with the Korean Dental Association,hosted a ‘Xylitol’ pop-up store offering oral health content and free examinations,encouraging daily oral hygiene habits.Daesang Welllife’s New Care marked ‘World Diabetes Day’ on November 14th with an online quiz and educational programs, promoting proactive blood sugar management through their ‘New Care Sugar Plan Salon’ program.
Even beverage companies are getting involved. OB Beer’s ‘Cas Light without pressure after running’ campaign linked their product to a healthy lifestyle by offering running coaching at a ‘Light Run’ booth in Seoul Madang, Gwanghwamun, Seoul. The campaign highlighted that ‘Cass Light’ contains 33% fewer calories than ‘Cass Fresh’,subtly positioning it as a post-exercise refreshment.
These campaigns demonstrate a clear trend: accomplished health marketing in 2026 and beyond will prioritize behavioral design, encouraging consumers to actively manage their well-being through consistent, everyday routines.
