Park Bo Gum Teams Up With Salady for Major Sandwich Revamp Ahead of Spring

Park Bo Gum is front and center in Salady’s latest brand overhaul as the popular Korean casual health-food chain expands beyond salads and poke bowls into a stronger sandwich lineup.

With spring approaching, Salady announced a large-scale menu revamp for 2026, unveiling new items alongside a fresh campaign featuring the actor as its official model.

From Salads to Sandwiches: A Strategic Shift

Salady has built its identity around salads and poke bowls, but changing dining trends are pushing the brand in a new direction.

As health-conscious meals increasingly become part of everyday dining rather than just diet-focused options, consumers are seeking filling, affordable choices that still feel balanced. In response, Salady is strengthening its sandwich category and introducing new grain-based rice bowl options under a refreshed concept.

The goal is clear: reposition the brand as a “casual everyday healthy meal” option for a wider audience.

Park Bo Gum Leads the Spring Campaign

To support the expansion, Salady released new seasonal campaign visuals featuring Park Bo Gum enjoying sandwiches in a warm, spring-inspired setting.

The campaign highlights accessibility and convenience, presenting sandwiches as an easy, satisfying daily meal rather than a niche health item. Additional campaign images are scheduled to be released in March.

Park Bo Gum’s clean, trustworthy image aligns with the brand’s focus on approachable, everyday wellness.

New Menu Highlights

Among the newly introduced items are:

• Bulgogi Banh Mi Sandwich
• Spicy Shrimp Sandwich

The Bulgogi Banh Mi, showcased in the campaign visuals, reinterprets the Vietnamese classic with thin-sliced beef and a creamy chili dressing tailored to Salady’s style.

According to internal test results at company-operated stores, the sandwich reportedly ranked first within the sandwich category during pre-launch testing and accounted for over five percent of total menu sales during the trial period.

Beyond Sandwiches: Bigger Portions, Higher Protein

Salady is also rebranding its poke bowl category as “Grain Bowls,” introducing two new rice-based options designed to provide a more filling alternative for office workers and students. The grain portion has been increased, and protein toppings have been strengthened.

Meanwhile, the brand’s Protein Box lineup has been redesigned to focus on functionality, with protein content increased significantly up to 52.3 grams per serving.

Several high-performing seasonal taco shrimp items from 2025 have also been added permanently to the menu.

Promotions and Outdoor Campaign

To celebrate the new sandwich launch, Salady will run a limited-time promotion from February 24 to March 5 via its official app, offering daily 50 percent discount coupons and additional savings.

Starting February 17, large-scale outdoor advertisements featuring Park Bo Gum will appear in high-traffic areas including Gangnam-daero and key sections of Seoul Subway Line 9.

Expanding the Brand’s Identity

Salady says the menu overhaul reflects shifting consumer behavior, where healthy meals are becoming routine rather than occasional.

By strengthening its sandwich category and partnering with Park Bo Gum, the company aims to broaden its appeal and reinforce its position as a daily wellness brand rather than solely a salad-focused chain.

As casual health dining continues to evolve in 2026, this collaboration signals a strategic attempt to capture a larger share of the competitive fast-casual market.