Huy Fong Foods - Sriracha Sauce
China Virus Sauce
Huy Fong rebrands the America’s most loved hot sauce, Sriracha Sauce, with a triggering new name to fight against AAPI Hate, and educate what Corona Virus really is.
Challenge
Racism against the Asian communities has grown rapidly due to the term “China Virus,” which affected a lot of Asian restaurants.
Concept
We are changing the packaging of Sriracha sauce into China Virus Sauce to raise awareness to this hate, and start dialogue on the current hate that is raging against the Asian communities.
Effect
By breaking down the current stigma against Asian communities, we aim to safely bring back the customers and encourage them to revitalise Asian businesses all over the United States.
Roles:
Art Director - David Doyoon Kim
Partner- Hyun Jung Lee