Food, Fashion, and Hip-Hop: The Story Behind XXX’s Supermarket

Food, Fashion, and Hip-Hop:
The Story Behind XXX’s Supermarket

06/30/2025

Supermarket marked Moktan Productions’ first venture into music video work—an energetic, concept-driven project created for the Korean hip-hop act XXX. Though the production was fast-paced and tightly scheduled, it remains a meaningful milestone and a strong example of creative problem-solving under pressure.

The video was conceived around the track’s core themes, which we understood to explore selling out, authenticity, and shifts in modern Korean identity. Working in collaboration with the group’s label, Beasts And Natives Alike (BANA), and KYOMI, a partnering fashion brand,, we developed a visual approach that combined elements of traditional Korean snack culture with bold, stylized performance and design. Food—both playful and nostalgic—became a key symbolic layer within the frame.

Production was completed in a single day at a studio, with a compact crew made up of members from Moktan Productions and Flix Oven. We followed a tightly planned schedule, saving the messier sequences—like the watermelon smashing and water-splash scenes—for the end of the day. These were filmed in one take to preserve the cleanliness of the set and maintain momentum.

The model, cast by the client, became a vital part of the video’s energy, bringing real charisma and intensity to the shoot. She fully committed to the food-driven choreography and fashion-forward visuals, helping to bring the concept to life in a way that felt both playful and striking.

A brief, guerrilla-style sequence was also captured inside a real convenience store. Thanks to a personal connection, we were given a narrow window to film once the space had cleared of customers—just enough time to get what we needed and add a layer of realism to the piece.

Before

After

Fun Fact:
The two guys you see getting splashed in the video are the music act’s own rappers.

Despite the tight schedule, the shoot remained upbeat and collaborative, with the hip-hop act joining in on the fun. Between takes, the crew sampled many of the traditional Korean snacks featured in the video—a highlight in its own right. The day wrapped with shared pizza and a collective feeling that we had created something special.

To us at Moktan Productions, Supermarket was more than just a music video—it was a creative turning point. Being our first, it taught us new ways to pair music and its storytelling with our own approach. It’s a shoot we look back on fondly.

Check out the music video below!