Cooking Up Culture at Samsung KX

What:

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Samsung partnered with MYCOMEUP MEDIA to connect with Gen Z food lovers and drive awareness of the Samsung KX experience space and kitchen appliance range. To bring this to life, we launched The Munch Club a creator-led content format developed with food influencer The Knotty Chef, designed to blend real-world fan engagement with high-impact storytelling

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Challenge:

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Samsung wanted to generate cultural relevance and drive awareness for its Samsung KX experience store and kitchen appliance range. They were looking for a creative way to connect with a younger, food-obsessed audience while positioning Samsung appliances as a core part of modern cooking culture

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How:

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We launched The Munch Club, a branded entertainment format hosted by The @TheNottyChef  one of our leading culinary creators. To kick off the campaign, we curated a sold-out live screening event at Samsung KX, attracting over 500 attendees. We also produced a fan-led cooking experience where The Knotty Chef cooked with 10 of his followers using Samsung appliances. The content generated was rooted in fan engagement, cultural storytelling, and authentic product integration.

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Results

200+ Samsung mentions and tags across social.

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1.6M+ total social impressions.

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The Munch Club launched in collaboration with Samsung

Creator-led cooking experience with 10 fans.

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Sold-out live event at Samsung KX.

500+ attendees at the activation.

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Increased brand awareness for Samsung appliances and the KX space among Gen Z audiences.

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