Strategi dan inovasi pengembangan usaha kimbab di kalangan mahasiswa dengan karakteristik generasi z

Abstract

This article examines strategies and innovations in kimbab business development among university students, taking into account the characteristics of Generation Z consumers as the main target market. Amidst the increasing trend of Korean culture and the advancement of digital technology, kimbab has become one of the culinary products that are highly demanded by university students. This research aims to identify effective and relevant marketing approaches in attracting the attention of Gen Z, which is known as digital native, visual, critical, and sensitive to social and environmental values. The creative marketing strategies discussed include the utilization of social media, communicative and relatable branding, interactive digital campaigns, and collaboration with student communities. In addition, product innovations such as kimbab personalization, healthy and diet-friendly menus, modern packaging, and community-based promotions are also important elements in maintaining market reach. The results of this study show that a combination of adaptive strategies with a deep understanding of Gen Z consumer behavior can improve the competitiveness and sustainability of student-based culinary businesses, especially in kimbab products.