Vol. 25 No.1 | pp.31-40.

Abstract There have been many previous studies that have shown that it is effective to focus on the main target group for effective digital communication of food with various characteristics. Accordingly, this study selected keywords and target regions centered on vegan trends using Google Trends as a digital marketing strategy for the market entry of a new food brand. Based on this, we constructed a target persona and proposed a customized marketing strategy by applying the New PASONA (Problem, Action, Solution, Offer, Narrowing-down, Affinity) framework to support the global spread of K-Food. To this end, we clearly recognized health issues in the Problem stage based on the p...