Daesang said on the 29th that it will participate in ANUGA (Anuga Food Fair Cologne, Germany) 2025, the world's largest food expo. It appears to be accelerating its push into the European market with the goal of globalizing K-food.
ANUGA 2025 is one of the world's three major food expos, along with SIAL Paris (Paris International Food Exhibition) and FOODEX (Food Exhibition Tokyo, Japan). This year's expo will feature more than 8,000 corporations from 118 countries. Korea has been selected as the official guest country for the first time since the expo's inception.
According to Daesang, from Oct. 4 to Oct. 8 local time, it will set up a promotional booth in the K-food guest country pavilion hosted by the Korea Food Industry Association to highlight its history and identity as one of the world's three major fermentation-specialized corporations. It plans to spotlight the global food brand O'food and the kimchi brand Jonga.
In particular, in the O'food and Jonga brand zone, it will exhibit Europe-produced mat-kimchi, gochujang, and gochujang sauce products interpreted through traditional minhwa artwork. A portfolio book introducing O'food and Jonga products by country will also be available so global stakeholders can gain an in-depth understanding of the products.
The booth design is inspired by Daesang's CI, forming a tree branching out from its roots. It will screen video content using AI (artificial intelligence) and also plans to emphasize K-food's competitiveness and Korean aesthetics.
It will also hold a cooking show introducing fusion recipes using kimchi so local consumers can enjoy kimchi easily and in diverse ways in their daily food culture. Michelin-starred chef Fabrizio Ferrari will take the lead himself, and the menu will include ▲ kimchi carbonara ▲ kimchi sandwich ▲ kimchi cheesecake.
Daesang CEO Lim Jeong-bae said, "This expo is an important opportunity for Daesang to imprint its competitiveness as a global brand on the European market and expand its influence," adding, "With innovative product development and a thorough localization strategy, we will actively spread the value of K-food and lead the European market."