Community-led experiences and digital storytelling brought Korean food closer to consumers across Mexico
LOS ANGELES, Oct. 8, 2026 /PRNewswire/ — The Korea Agro-Fisheries & Food Trade Corporation (aT) Los Angeles Office has successfully concluded K-Food Supporters Mexico 2026, a community-led consumer engagement program designed to introduce Korean food (K-Food) to Mexican consumers through firsthand experiences, creative challenges, and social media storytelling.
Building on the 2025 launch of K-Food Supporters Mexico, the 2026 campaign brought together 50 local supporters, known as “KOMIGOS,” from seven cities across Mexico — Mexico City, Guadalajara, Monterrey, Pachuca, Celaya, Mérida, and Querétaro. Through the program, participants experienced Korean food, created original content, and shared their perspectives with their own online communities.
Connecting K-Food with Local Consumers
The 2026 program featured six official missions designed to encourage participants to discover, experience, create, and share Korean food in ways that reflected their individual interests and local perspectives.
Through experiences at Ramen Express locations across Mexico, supporters had opportunities to experience Korean food firsthand and create content inspired by their personal tastes and experiences. Rather than simply introducing Korean food through traditional promotional messaging, the program encouraged supporters to become active storytellers and share K-Food through their own voices.
This community-led approach resulted in a wide variety of user-generated content, showcasing different ways Korean food can be discovered and enjoyed by Mexican consumers.
Supporters Took the Experience Beyond the Required Missions
Throughout the program, supporters generated 181 Instagram Reels, which received more than 592,000 video views in total.
While participants were required to complete six official missions, several supporters went beyond the program requirements by creating additional content and further sharing K-Food within their own communities.
The results demonstrate how participant-led content can create opportunities for consumers to experience Korean food not only as a product, but also as part of their everyday food culture and social conversations.
Recognizing the K-Food Supporters Mexico 2026 KREW
At the conclusion of the program, the Top 10 supporters were recognized based on their participation, creativity, content performance, and overall engagement.
Regina Flores Reyes was named the 2026 Grand Ambassador, with Estrella Conejo Montecino taking second place and Selene Dhalay Joya Zamor receiving third place.
The recognition celebrated not only the final winners, but also the collective effort of the KREW, whose creativity and enthusiasm helped bring K-Food closer to local audiences throughout the campaign.
A Community-Led Approach to K-Food Promotion
By combining firsthand food experiences with digital storytelling, K-Food Supporters Mexico 2026 created opportunities for Mexican consumers to discover and share Korean food from their own perspectives.
The program highlighted how local voices can help make K-Food more accessible, relatable, and engaging to new audiences.
Looking Ahead
Following the conclusion of K-Food Supporters Mexico 2026, aT Los Angeles Office plans to continue developing localized, community-led digital initiatives that connect Korean food with consumers across Mexico and Latin America.
Through immersive consumer experiences, social media engagement, and partnerships with local communities, aT Los Angeles Office aims to strengthen awareness and interest in K-Food while supporting Korean agri-food brands in expanding their presence in global markets.
Media Contact:
Joann Lim
646-830-0250
424358@email4pr.com
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SOURCE aT Center LA
