As Korean cuisine continues to influence food choices across restaurants, OTT content and social media, many home cooks are keen to try these flavours but often find them complex. Mother’s Recipe’s latest campaign taps into this growing curiosity by showing how familiar sauces can help recreate popular Korean-style dishes without lengthy preparation or hard-to-find ingredients. The initiative also reflects a broader shift among young adults who enjoy experimenting with global cuisines while balancing busy lifestyles.
Anchored around the creative idea “MOM-FU: Maa ka pyaar in a Korean avatar,” the campaign features five Korean-inspired vegetarian recipes — Korean Spicy Paneer, Korean Spicy Noodles, Korean Bibimbap, Korean Fried Rice and Korean Veg Dakgalbi. The recipes use Mother’s Recipe’s Chinese Sauces such as Soya Bean Sauce, Garlic Chilli Sauce, Red Chilli Sauce, Desi Szechwan Sauce, Green Chilli Sauce and Chilli Vinegar to deliver bold flavours while keeping the cooking process simple and approachable.
Commenting on the launch, Sanjana Desai, executive director, Mother’s Recipe, said that home cooking continues to be rooted in care and emotion, even as flavour preferences evolve. “We are seeing more consumers, especially young adults, explore global cuisines at home. This series makes Korean-inspired recipes simpler to try, while ensuring the joy of cooking remains intact,” she said.
The video series will be promoted across digital platforms through short-form content and social-first storytelling, supported by high-quality recipe videos and product visuals. With this initiative, Mother’s Recipe reinforces its legacy of trust while adapting to the evolving tastes of modern Indian consumers.
