푸드테크 스타트업의 크라우드 펀딩 기반 소비자 접근 전략: 비건 브랜드 ‘에브리데이 후무스’ 사례를 중심으로

This study revealed that communication and trust-building with consumers play a crucial role in enhancing brand awareness and achieving successful market entry during the crowdfunding planning process of food-tech startups. Specifically, BioCGJ(KJ corp.)'s new product, 'Everyday Hummus', was selected as the focus of crowdfunding. By emphasizing key elements such as storytelling, reward structuring, communication with backers, and meta-advertising in the process, the study confirmed their effectiveness in attracting consumer interest and fostering interaction. Despite the high failure rate of startups, this study demonstrated that crowdfunding is not merely a means of raising funds but also an effective tool for delivering brand value and building relationships with consumers. These strategies have proven to be instrumental in facilitating efficient consumer engagement and laying the foundation for successful market entry. Furthermore, this study suggests that food-tech startups planning to launch new products can strategically utilize crowdfunding to establish a sustainable growth foundation. Future research should focus on analyzing changes in consumer perception and the impact of crowdfunding on brand image to provide a more systematic basis for strategic planning.