CASE STUDY · HOSPITALITY
SOOM Korean: Reaching Chinese-speaking diners in London
SOOM Korean is a Korean restaurant in Covent Garden known for Korean BBQ, Korean food, premium ingredients and a design-led dining experience. We support the restaurant with RedNote content, influencer marketing, social media campaigns and on-site content production, with a particular focus on Chinese-speaking audiences in London.
THE PROJECT
Helping more people discover SOOM beyond the food itself.
SOOM already had strong food, service and a distinctive interior. The marketing challenge was making those strengths visible online. Our work focused on showing not only what guests could eat, but what the full experience felt like—from tableside Korean BBQ and cold noodles to cocktails, service, interior design and group dining.
CREATOR-LED
Rednote Influencer Partnerships
We work with London-based creators whose audiences are interested in food, lifestyle, student life, design and Korean culture. Rather than using the same type of restaurant influencer every time, we select creators based on the audience and story we want to reach.
CONTENT-LED
Building a stronger RedNote presence
Our RedNote content covers different parts of the SOOM experience, including Korean BBQ, cocktails, campaigns, service, interiors and occasions such as date nights and group dinners.
CAMPAIGN-LED
Seasonal moments and campaigns
We plan content around moments that are relevant to SOOM’s audience, including Chinese Valentine’s Day, Mid-Autumn Festival, new student season and other dining occasions.
THE CHALLENGE
Standing out in London’s crowded restaurant market
London diners have no shortage of Korean restaurants to choose from. SOOM needed to communicate what made the experience different while also reaching people who increasingly discover restaurants through RedNote, Instagram and creator recommendations.
01 POSITIONING
Present SOOM as premium without making it feel formal or inaccessible.
Present SOOM as premium without making it feel formal or inaccessible.
02 DISCOVERY
Finding creators who matched the brand
Reach diners who use social media and creator content to decide where to eat.
03 CONTENT
Going beyond global retail moments
Avoid repetitive food-only posts by showing service, atmosphere, design and the overall dining experience.
04 AUDIENCE
Localising without diluting the brand
Create content that speaks naturally to Chinese-speaking students, young professionals and London food audiences.
INFLUENCER & CELEBRITY PARTNERSHIPS
Working with creators who can tell different parts of the SOOM story.
We collaborate with London-based creators whose audiences overlap with SOOM’s target diners. Rather than using the same type of food influencer repeatedly, we select creators based on audience fit, content style and the part of the dining experience they can communicate best.
ALWAYS-ON CONTENT
Content built around the full dining experience
Our content calendar is designed around multiple reasons to visit SOOM, rather than repeating individual dishes. This gives the brand more variety and allows different content themes to perform across RedNote and Instagram.
OUR ROLE
What we delivered for SOOM Korean
Our work with SOOM combines ongoing RedNote content, creator partnerships, on-site content production and seasonal campaigns and regular performance reviews. Together, these activities help the restaurant reach Chinese-speaking diners in London and keep the brand visible beyond one-off campaigns.
01
Influencer Strategy
Researching and coordinating London-based creators whose audiences, content style and interests align with SOOM. Our work covers creator selection, outreach, briefing, scheduling and campaign follow-up.
02
RedNote Content
Planning and producing ongoing RedNote content around SOOM’s food, Korean BBQ experience, interiors, service and dining occasions, with copy and topics adapted for Chinese-speaking audiences in the UK.
03
Content Production
Regular photography and short-form video production at the restaurant, covering dishes, tableside service, cocktails, interiors and the atmosphere of dining at SOOM.
04
Campaign Planning
Developing timely campaign ideas around relevant dining occasions and cultural moments, including Chinese Valentine’s Day, Mid-Autumn Festival.
05
Paid Media Support
Supporting selected content with paid promotion to extend reach beyond organic audiences and give priority campaigns additional visibility.
06
Performance Review & Optimisation
Reviewing content and creator performance to identify which topics, formats and partnerships are generating stronger audience response, and using those insights to guide future activity.
IMPACT
Building consistent discovery for SOOM in London.
Our ongoing work gives SOOM multiple ways to reach potential diners—from creator recommendations and RedNote content to seasonal campaigns. Rather than relying on one-off posts, the programme keeps the restaurant visible through a steady mix of content, creators and timely campaign moments.
200K+
Selected Creator Impressions
One selected creator collaboration generated 200K+ impressions, alongside saves, comments and shares that showed active audience interest.
7K+ / Mon
Official RedNote Content
SOOM’s official RedNote posts generate more than 7K+ impressions each month average, helping the restaurant maintain steady organic visibility beyond influencer campaigns.
FOR HOSPITALITY BRANDS
Want more of the right customers to discover your restaurant?
We help restaurants and hospitality brands grow through creator partnerships, RedNote/Instagram/TikTok and social content, paid media and locally relevant campaigns across the UK and Asia.