DaeSang's kimchi brand 'Jongga' announced on the 19th that it will participate in 'All Points East 2025' (hereinafter APE), held at Victoria Park in London, England. This is part of the global kimchi event 'Kimchi Blast.'
APE is a music festival that attracts about 200,000 visitors each year, featuring performances by world-renowned artists, as well as film screenings, street performances, markets, and various cultural content for local residents. This year's APE will be held from the 22nd to the 24th, following the events on the 15th and 16th.
DaeSang Jongga aims to present an expanded version of the 'Kimchi Blast' event in the UK's major cultural and artistic venues. Beyond simple product tastings, they plan to enhance the appeal of kimchi through experiences in festival or performance settings, thereby strengthening connections with the European MZ (born from the late 1980s to early 2000s) generation.
The Jongga booth is designed under the concept 'Feel the Ferment,' featuring experience zones where visitors can see, feel, and taste kimchi, including ▲Experience Zone ▲Tasting Zone ▲Game Zone. The booth's exterior is designed as a large 'Kimchi Kooler,' inspired by a kimchi refrigerator. DaeSang explained that this unique setup with a giant door opening draws the interest of visitors.
In the Experience Zone, visitors can learn about Jongga's history and main products, and directly experience the fermentation process of kimchi. In particular, the Aroma Chamber features large sculptures shaped like garlic, green onions, and ginger, allowing visitors to smell each ingredient and intuitively understand that kimchi is a dish completed through the complex fermentation of various ingredients.
In the Tasting Zone, visitors can taste finger food menus made with kimchi. Unique kimchi dishes reflecting local tastes will be showcased, including the 'Sunny Jongga Cracker,' which features a spread of egg and mayonnaise on a cracker topped with Jongga flavored kimchi, and the 'Jongga Green Garden,' made with vegan cheese and Jongga vegan flavored kimchi for vegan consumers.
In the Game Zone, visitors can play various games including 'Kimchi-Claw,' where they can grab dolls shaped like kimchi ingredients such as garlic, chili, and napa cabbage, and 'Kimchi-Nado,' where they catch falling kimchi illustration papers within a time limit. Depending on the game results, prizes such as bags, blankets, and T-shirts featuring Jongga branding will be awarded. Additionally, tattoo stickers with images of Jongga kimchi will be provided.
Notably, at APE 2025, Jongga will not only operate a standalone booth but will also collaborate with three popular restaurants participating as official vendors of the festival to offer special menus featuring Jongga kimchi. These collaborative menus are designed to provide unique flavors of kimchi throughout the event venue.
Lee Kyung-ae, head of the global kimchi business division at DaeSang Corporation, said, 'This festival will be an opportunity to introduce kimchi, a fermented food, to European consumers in a new and delightful way, and to expand the differentiated brand experience unique to Jongga.' She added, 'We will solidify the position of Jongga kimchi in the UK, a key hub for K-food's entry into Europe, and actively target the European market through localized product development and differentiated strategies such as the 'Kimchi Blast' event.'
Meanwhile, DaeSang Jongga is establishing a joint venture, 'DaeSang ChPN Europe,' with Polish fresh fermented vegetable specialist ChPN (Charsznickie Pola Natury) to respond to the surging demand for kimchi in the European market and is promoting the establishment of a factory in Krakow, Poland. They are currently entering major distribution channels in various European countries, including Costco, and are accelerating the development of localized products reflecting European consumer tastes.