• Cocokind’s founder, Priscilla Tsai, and beauty influencer Ava Lee are capitalizing on US interest in functional konjac jelly with their brand Mimitime.
• The branding and packaging communicate K-beauty roots, with a design focused on American consumer appeal.

In Asia, the collagen-rich snack konjac jelly has become incredibly popular, and Western consumers have learned about it through social media. That increased interest in konjac jelly snacks hasn’t gone unnoticed, and now Cocokind founder Priscilla Tsai and beauty influencer Ava Lee (aka Glow With Ava) are capitalizing on it with the launch of Mimitime.

Named after the Korean word “mi,” which means “beauty,” Mimitime is being positioned as a quick, sweet snack that also purportedly enhances skin hydration, elasticity, and firmness. Mimitime launches with three flavors: apple, grape, and peach. Each pouch contains 1,500 mg of marine collagen, and only 30 calories and 3 grams of sugar. Adding to its K-beauty appeal, Mimitime is made in Korea.