Sambu Kara
SAMBU GROUP
Sambu Group needed a Kara film that could travel across Europe while staying true to its Southeast Asian roots. The challenge was positioning, not language.
Sambu Kara
Sambu Kara
MAKING FOOD A UNIVERSAL LANGUAGE: OUR APPROACH
For Kara, the approach centred on contextualisation rather than reinvention. The film placed the product within environments and behaviours European buyers recognise, focusing on real cooking and preparation across a home kitchen and a professional kitchen. Western casting, wardrobe, and visual language leaned intentionally European, while Kara’s Southeast Asian DNA was carried through the food itself, expressed in texture, colour, and movement. The result was a film Sambu could confidently bring to Germany, positioning Kara not as an Asian brand entering Europe, but as a global ingredient already at home in European kitchens.
MAKING FOOD A UNIVERSAL LANGUAGE: OUR APPROACH
For Kara, the approach centred on contextualisation rather than reinvention. The film placed the product within environments and behaviours European buyers recognise, focusing on real cooking and preparation across a home kitchen and a professional kitchen. Western casting, wardrobe, and visual language leaned intentionally European, while Kara’s Southeast Asian DNA was carried through the food itself, expressed in texture, colour, and movement. The result was a film Sambu could confidently bring to Germany, positioning Kara not as an Asian brand entering Europe, but as a global ingredient already at home in European kitchens.
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