HEART AND Seoul


A distinctive name, and an equally memora ble orean food eperience – that’s Stickbug!


Why ‘Stickbug?’ A ‘Stickbug’ is an affectionate name to describe someone with a fondness for eating with chopsticks. Stickbug's distinct logo visually enforces the brand’s culinary style, and their trading statement, ‘Seoul in a Bowl’ connects strongly with their engaged customers. Stickbug director oug illiamson confi rms eople are intrigued by the name, which is fantastic. It’s a conversation starter, and once we explain how the name came to be, people quickly warm to it. The name gives us great bandwidth to expand our offer and is easy to remember. These are the building blocks to a great brand, in my humble opinion. ung oon, Sticbugs codirector


and I felt the name and strapline best defi ned our target audience and the authenticity of our offer…Korean street market food – in a bowl.”


Why Korean? The global expansion of ethnic restaurants and the popularity of Asian cuisine continues to exhibit unprecedented growth globally, and the UK is no exception. The rich and distinct style and fl avours of orean food appeal to young and old alike. A change in urban lifestyle shows a demand for an


immersive experience with healthier food options, and speed of service that does not compromise quality or taste. I fell in love with orean food visiting markets around the world,” says Doug. orean cuisine is complex, delicious and diverse. I set to work developing a Korean casual concept in 2019 but Covid impacted the timing.” wareness of orean culture is multi


level. usic op, movies, design and fashion all contribute to a consciousness of Korean food and its nutritional values and standout fl avours. t Sticbug, the mindful menu refl ects the very best in Korean cuisine, but with a contemporary twist, that enhances the uniqueness of country’s food without compromise.


pStickbug's directors Doug Williamson and ung oon


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