Korean pop culture and Filipino humor come together in a new limited-edition merchandise collection that turns familiar food references into wearable street style.
A collaboration between Korean fried chicken chain Bonchon and local apparel brand Linya-Linya introduces a graphic shirt and tote bag built around the phrase “Annyeonghaseyo, ano’ng sa’yo?” — a wordplay combining the Korean greeting “annyeonghaseyo” (“hello”) and the Filipino expression commonly heard during group meals, “Ano’ng sa’yo?”
The collection blends Korean-inspired visuals with conversational Filipino humor, reflecting the continued influence of K-culture on local fashion and lifestyle trends.
Illustrations featured on the merchandise include Bonchon menu staples such as Korean fried chicken and the Ultimate Bibimbowl. The pieces were designed as everyday essentials that extend the restaurant’s identity beyond food and into casual wear.
Linya-Linya, known for its Filipino-centric humor and cultural references, worked with Bonchon on designs that lean into familiar dining experiences and barkada culture.
“Bonchon has always been innovating to deepen our affinity with our consumers, and we’ve seen that K-culture continues to influence how we express ourselves. That’s why we are excited to offer fans a new way to showcase the Filipino wit through K-style-inspired essentials,” said Scott Tan, managing director of Bonchon Philippines.
The limited-edition shirt is priced at P799, while the tote bag retails for P650.
The collection is available at participating branches in Valero One Center, Makati; Shangri-La Plaza, Mandaluyong; Eastwood and U.P. Town Center in Quezon City; Market! Market! in Taguig; and SM Mall of Asia in Pasay. The items are also available online through delivery.bonchon.com.ph via select branches.
Bonchon, which has nearly 200 stores nationwide, is known for popularizing Korean-style fried chicken in the Philippines before the rise of the broader Hallyu wave. The brand has since expanded its menu and presence as Korean culture continues to influence Filipino dining and consumer trends.