JIHO Samgyetang SBCD cooks up Singapore launch buzz with agency partnership

JIHO Samgyetang SBCD is gearing up for its Singapore debut on 5 May 2026, appointing 8traordinary as its creative and marketing agency to build its brand presence and storytelling locally.

Under the mandate, 8traordinary will oversee creative conceptualisation, campaign development, content marketing, social media management, as well as media and KOL engagement. The remit is focused on shaping a cohesive narrative and driving engagement across channels.

The Korean brand brings with it what it describes as 35 years of heritage and is positioned as Korea’s largest samgyetang (ginseng chicken soup) franchise.

Known for its herbal ginseng chicken soup, JIHO Samgyetang SBCD is anchored in a dining philosophy centred on balance, quality and care. The brand is entering Singapore as global interest in wellness-led dining continues to grow.

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In Singapore, the brand is brought in by SBCD F&B Group, the team behind the soontofu concept established locally since 2016. The group shared the expansion reflects an extension of its broader kitchen philosophy focused on Korean comfort cuisine.

The partnership with 8traordinary aims to sharpen that positioning for a local audience, with a focus on bringing heritage and nourishment into modern dining conversations.

As wellness continues to shape consumer dining choices, the brand’s Singapore launch sets up a new chapter for Korean cuisine in the market, anchored in tradition but tuned for contemporary relevance.

“At SBCD F&B Group, we thrive on the philosophy of serving uplifting and complete meals. This philosophy has guided us over 10 years in Singapore and we look forward to applying it to our next chapter as we launch JIHO Samgyetang SBCD – a brand that echoes the belief that food is the best medicine," said Brandon Chu, head of corporate strategy at SBCD F&B Group.

He added, "We needed an agency that could communicate this deep-rooted value with ingenuity and speed. 8traordinary stood out for their agility and unique ability to create meaningful connections between brands and consumers." 

Chu explained further, that the brand was excited to embark on this journey with a partner that shares their passion to redefine the integrity and value of Korean cuisine.

In tandem, Jeffrey Lim, managing director of 8traordinary said, “I believe that food is more than mere sustenance. It’s a powerful, multisensory experience that connects people with cultural identity and heritage. Every dish tells a story."

Lim added, "We are extremely honoured to partner with the SBCD F&B Group and look forward to embarking on this culinary storytelling and marketing journey, as we introduce diners to the depth and quality of JIHO Samgyetang SBCD’s menu.”

A separate mandate also saw 8traordinary deepen its footprint in the branding space last month, after it was appointed by Singapore-based City Serviced Offices (CSO) as its branding and design partner.

Under the remit, the agency is tasked with developing a new visual identity, leading the marketing rollout, and revamping CSO’s website. It is also building a refreshed messaging framework aligned with the company’s updated brand proposition.

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