JIHO Samgyetang SBCD taps 8traordinary to shape Korean wellness dining debut in Singapore

Singapore – JIHO Samgyetang SBCD has appointed 8traordinary as its creative and marketing agency, marking a strategic move to strengthen its brand narrative as it enters the Singapore market.

Under the partnership, 8traordinary will lead creative conceptualisation, campaign development, content marketing, social media management, as well as media and KOL engagement—bringing together a cohesive storytelling approach across platforms.

With over 35 years of heritage, JIHO Samgyetang SBCD is Korea’s largest samgyetang franchise, known for its signature ginseng chicken soup and a dining philosophy centred on nourishment, balance, and care. 

Its Singapore entry, led by SBCD F&B Group, extends the group’s footprint in the local market following its introduction of the soontofu concept.

Brandon Chu, Head of Corporate Strategy at SBCD F&B Group, shared that the appointment reflects the need for a partner that can translate the brand’s deeply rooted values into meaningful and relevant consumer experiences.

Meanwhile, Jeffrey Lim, Managing Director at 8traordinary, emphasised the role of storytelling in food and culture, noting that the collaboration aims to connect diners with the heritage and depth behind JIHO’s offerings.

As demand for wellness-led dining continues to rise, the partnership positions JIHO Samgyetang SBCD to carve out a distinct space in Singapore—where tradition, nourishment, and modern storytelling converge.