CU | TASTE OF MONGOLIA

Updated: Oct 20

Client: CU Mongolia

Campaign: Saikhan khoollooroi (“Enjoy Your Meal”)

Date: August to September 2026

Our role: Creative direction and content production

Overview

CU Mongolia’s “Taste of Mongolia” series brings traditional dishes made with tavan tsul, one of Mongolia’s most cherished delicacies, to convenience store shelves. For many Mongolians, these are flavors tied to family gatherings and home cooking, yet they rarely appear in everyday, on-the-go food options.

As part of CU’s Saikhan khoollooroi campaign, our challenge was to make these familiar, often overlooked flavors feel appealing to a wider audience, while keeping the warmth and authenticity that make them special.

We developed the creative direction and produced digital commercials, product photography, and campaign key visuals for the series. Our aim was to present traditional cuisine as something worth rediscovering: authentic in flavor, modern in format, and easy to enjoy on the go.

PROJECT TEAM

CEO: Dovdonbalbar T.

COO: Battuul G.

Account Manager: Khulan B.

Assistant Account Managers: Baasandulam N., Tengis M., Bujmaa S.

DOP: Ochsuren D.

Art Director: Khulan Ch.

Graphic & Set Designer: Badamkhand B.

Gaffer: Bayarbat P.

Video Editor: Gantogtokh B.