Featured photo by Hee Eun Chung.
Kim Chi never set out to be a THC mogul.
Nevertheless, the drag superstar, best known as a runner-up on RuPaul’s Drag Race, is breaking into the cannabis industry with her latest campaign. Titled Kim Chi Over Flowers, the collaboration with Korean streetwear brand Sundae School (and its line of THC gummies, Sundae Flowers) includes a vibrant photo and video shoot inspired by vintage Korean pop culture and, of course, a brand new THC gummy flavored with kimchi and yuzu.
INTO sat down with Kim Chi, along with the campaign’s creative director Corinne Ang and photographer Hee Eun Chung, to talk all things Kim Chi Over Flowers, from queer representation in the cannabis industry, to Kim Chi’s board game recommendations, to why she’s dreaming of starting a dutch oven bidding war.
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Hey Kim, Corinne, and Hee Eun! Congrats to all of you on launching this super cool collaboration. Kim, how did you get involved with Sundae School and Sundae Flowers?
KIM CHI: I’ve been a huge fan of Sundae School’s for a long time. I first came across their iconic broccoli fleece, and I was like, “Oh my god, this is so cute.” Then a couple years ago, there was the Gold House Gala here in LA, which is a gala that celebrates Asian excellence in media. And then this person came up to me and said, “Hey, I’m Dae. I’m the owner of Sundae School.” And I’m like, “Oh my god, I love you guys!”
We hit it off right away, and then we ended up hanging out all night. After that, they came forward with the idea of collaborating on this. I didn’t accept necessarily because I wanted to go into THC, but because I want to work with Sundae School. I think what they do is pretty amazing. It’s comprised of mostly queer women of color, and I think they do awesome things.
How do you think your brand as an artist aligns with Sundae School’s brand?
KIM: I think, especially now, it’s very important to support businesses that support queer people and queer people of color, and Sundae School does exactly that. And a lot of their aesthetic incorporates Korean things and Korean branding, which is also really cool, just sharing the love of our culture and making it cool for this current generation of kids that are consuming the products. It’s not just a random product, but it’s Korean-branded products made by people of color.
Especially now, it’s very important to support businesses that support queer people and queer people of color, and Sundae School does exactly that.
– Kim Chi
You mentioned that you didn’t necessarily set out to go into THC — what’s your relationship with cannabis?
KIM: If my mom is reading this interview, I’ll say I’ve never heard of THC. But for anybody else, I’ve been a user of THC since I was 18 years old. I fully support the marijuana industry, and I also support all the benefits that come from it, you know? At this point it’s kind of crazy that it’s not widely legal everywhere yet. I think it’s outrageous, because it helps so many people. Even just medically, people with anxiety or people with cancer, there’s just so many good benefits to it. So why not embrace it?
HEE EUN CHUNG: Adding on to the benefits of it, a lot of people that have actually gotten top surgery, one of the great alternatives that most of them come to find out, is that taking our gummies has helped them with their pain, if they choose to not take any painkillers. They’ve said that the gummies have been actually really helping them; I thought that was a really great thing to see in our DMS.
KIM: Personally, the gummies also have been a great way to dissociate politically from things. [laughs]
And aren’t we all looking for little ways to make it through these days. So, these gummies sound delicious, but kimchi definitely isn’t a traditional flavor for a gummy. How did you land on this kimchi and yuzu flavor profile?
CORINNE ANG: When we were thinking about the collaboration and the product altogether, we all collectively agreed that we wanted something kimchi related — because, you know, that’s Kim Chi’s drag moniker. But it was a question of, “Kimchi’s a pretty strong flavor; how do we integrate it into a gummy in a way that tastes good and feels fresh?”
So instead of infusing it into the gummy itself, we decided to take an alternative route that we’ve never done before, which was to take vegan kimchi, freeze dry it, and then crush it into a powder and sprinkle it on top of our classic yuzu flavor. It was a really delightful combination that we ended up finding: I think maybe the best comparison is that it sort of gives Tajín vibes, Tajín with fruit. It’s fresh and spicy, but fades out. It’s definitely a flavor that I’m really excited for.
KIM: And I’m a gummy candy connoisseur: the texture of these gummies are the best that I’ve ever had, to the point where I just want to sit and eat a bucket of them. I mean, I’m not going to, because I’m gonna pass out. And I’m not saying this just because this is my collaboration; like, it genuinely is a really, really yummy gummy.
As a certified foodie, your opinion means the world. Having tried the gummies yourself, what would be your ideal night after taking one? What do you like to do when you’re high?
KIM: Well, me and my friends are very, very nerdy. Like, we don’t really go out to the clubs or anything, but our idea of fun is taking gummies and playing board games, and playing Mario Party or Super Smash Bros. [laughs] We can split a gummy, take a whole gummy, whatever your tolerance, and then we just chill at home. It’s a good way for everyone to come together and have meaningful conversations and have fun.
What’s your favorite board game?
KIM: Right now, it’s Art Society and Fromage. Do you like board games?
I do! I’m into Settlers of Catan, stuff like that.
KIM: If you like Catan, you’ll like Fromage. It’s about being the best cheesemaker in France. It’s really fun. You should get it.
Thanks for the rec! Now, let’s get into this beautiful campaign. Can you walk me through the vision and what these promo materials mean to you?
KIM: The main inspiration was the K-drama Boys Over Flowers. That’s why they called it Kim Chi Over Flowers, which I guess also goes well with the Sundae Flowers branding. And then for the video promotion, which will be coming up, we’re inspired by Japanese films.
CORINNE: When we were coming together with this, we really wanted to marry Kim Chi’s drag concept of being an anime life-size character with the references that a lot of people on our team have grown up with, something that is nostalgic, kitschy, camp, and punchy all together, were things that we thought would be really fun to play with.
The overarching theme of the campaign and how we put the visuals together was we wanted to embody what it was like to take the gummy. So it’s this transformation from the heat and passion and the flirtatious kimchi flavor, into a very sweet love with the yuzu. But overall, we then decided to go and reference old Korean comics and the really interesting typography and graphics there, magazines and advertising from Korea in the ‘90s, and specifically for the motion, Japanese new wave films, because there are certain directors there that are really great at showing this almost comic visual expression and showcasing that.
KIM: That’s what’s so brilliant about the Sundae School team, because they fully did research on me. I feel like they probably know more about me than I know about myself at this point.
Kim, this collab with Sundae School is only the latest example of you branching out from what’s traditionally expected from a drag artist. You have your makeup company, of course, along with your book deals. How do you feel about drag artists breaking into these non-traditional industries?
KIM: I feel like it is now more important for us to be seen as much as possible, in various spaces. I feel like marijuana traditionally is not really a hyper femme or queer-accepting scene. When you look at a lot of like marijuana products that are out there, it’s very, like: “Stoner culture! Heavy flame letters!” But I feel like this is very soft, feminine, beautiful — Asian! [laughs] And I feel like that’s what representation is: cracking into these spaces that traditionally don’t belong to us, so people who participate in these things can also see themselves in it.
CORINNE: I think it just speaks to how much bigger the cannabis and hemp industry is growing, and I think it really is great in the same way that Kim Chi was saying. It really opens the doors for people to see themselves in a product that is traditionally viewed a certain way and is traditionally viewed as sometimes negative, sometimes very much masculine. It really opens up how people can perceive something that can truly be beneficial to them.
KIM: The Sundae School team was a dream to work with. I’ve done many photo shoots and videos in my lifetime, and this is probably one of the best experiences I’ve ever had.
That’s what representation is: cracking into these spaces that traditionally don’t belong to us, so people who participate in these things can also see themselves in it.
– Kim Chi
Any favorite anecdotes from the day of shooting?
HEE EUN: My favorite was you singing — was it the Korean national anthem? Like, you were singing a Korean song wearing the hanbok!
KIM: I don’t remember this! [laughs] I do a lot of dumb shit.
I’ll take Hee Eun’s word for it. Now having branched out into the THC industry, what would be your next dream out-of-the-box collab?
KIM: Ooh. Le Creuset dutch ovens.
Oh, I would absolutely buy that. What do you think yours would look like?
KIM: I’m thinking maybe a beautiful lavender gradient that fades into a beautiful, soft mint, you know? Something pastel and colorful.
And if Le Creuset sees this interview, they can’t steal your idea. They’ll just have to make an actual product with you.
KIM: Staub or Le Creuset. Whoever reaches out to me first. I will love you more.
Anything else to add about Kim Chi Over Flowers?
KIM: Not to sound like a salesperson, but I know a lot of Sundae School’s stuff sells out pretty quickly. So if you want it, jump on it. This is a limited collection.
CORINNE: That’s the tea. ♦
Kim Chi and Sundae Flowers’ Kimchi Yuzu gummies are now available for purchase here.
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This interview has been edited for length and clarity.
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