ajunews Thursday,22 February 2024

​Daesang opens kimchi pop-up store in trendy fashion district Seongsu

By Kim Joo-heon Posted : October 6, 2023, 15:10 Updated : October 6, 2023, 17:52
Courtesy of Daesang
[Courtesy of Daesang]
SEOUL -- South Korea's major food manufacturing group Daesang has opened a pop-up store where visitors can taste various types of special menus including a kimchi cake and kimchi skewer. Kimchi lovers can also enjoy photo and video content of Hoshi, a member of the boy band Seventeen who is also serving as the ambassador for the food company's kimchi brand "Jongga."
 
Kimchi is Korea's iconic spicy and sour, pickled vegetable side dish, usually made by fermenting cabbage or radish with red chili powder, garlic, ginger, and other spices. Government data showed that South Korea's kimchi exports rose 4.8 percent year-on-year to $81 million in the first half of 2023. In 2013, the process of making kimchi known as "Kimjang" was listed as UNESCO's intangible cultural heritage of humanity.
 
The 11-day pop-up store titled "Kimchi Blast Seoul 2023" started at Seongsu on October 5, Jongga said on Instagram. Along with kimchi cakes, visitors can also eat non-spicy kimchi called "white kimchi" and Yeolmu kimchi, known as young radish mainly eaten in summer. They can enjoy video content showing Hoshi, a 27-year-old artist. Hoshi was appointed as Jongga's ambassador on September 25. The artist has received attention for showing himself eating kimchi on a streaming platform. 
 
Jongga sells its kimchi products in more than 40 countries, including the United States, Japan, Taiwan, and Europe. In 2022, the kimchi maker started the production of its kimchi at its California plant with an annual capacity of 2,000 tons.

In September 2023, Jongga opened the first kimchi pop-up store in London. As of 2022, the export amount of Jongga's kimchi products to Europe accounted for approximately 56 percent of the total South Korean exports of 3,542 tons.

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