#South Korea #Cologne #JONGGA #Daesang #K-Food

Daesang's Successful Participation at ANUGA 2025

Daesang, a prominent name in the global food industry, recently made waves at the world's largest food trade fair, ANUGA 2025, held from October 4 to 8 in Cologne, Germany. This event, which attracted around 160,000 visitors and featured over 8,000 companies from 118 countries, marked a significant milestone for Daesang as it solidified its position in the European market for Korean food products.

A Successful Showcase

During the five-day event, Daesang's booth became a bustling hub, attracting up to 3,000 visitors daily. The spotlight was particularly on their Jongga Kimchi, known for its authentic taste and quality, which was featured alongside other products from Daesang's O'Food line. The booth has received enthusiastic responses, contributing to the K-Food industry's growing recognition on the global stage.

With Korea being the official Partner Country for the first time at ANUGA, the event represented a remarkable opportunity to present Korean cuisine to a wider audience, demonstrating the increasing international interest in K-Food.

Building Global Connections

Daesang engaged in over 300 business meetings with buyers from more than 30 countries during the trade fair. This includes critical markets like Europe, North America, and Australia, which are essential for Daesang’s expansion strategy. Major distributors from Germany, France, and the UK expressed keen interest in Daesang's products, particularly kimchi, gochujang, and various sauces that reflect the taste preferences of European consumers. Continuous inquiries into local distribution channels are driven by a surge in overseas demand for kimchi and other Korean flavors.

The rise of kimchi's popularity in Europe is vividly demonstrated by the successful culinary demonstrations held throughout the event. Notably, a cooking show led by Michelin-starred Chef Fabrizio Ferrari, featuring fusion dishes such as Kimchi Carbonara, Kimchi Sandwich, and Kimchi Cheesecake, drew large crowds. Chef Ferrari's innovative use of kimchi showcased its versatility and adaptability to European culinary standards, receiving rave reviews from attendees.

A Significant Media Presence

The event also garnered substantial media attention. Major local broadcaster Westdeutscher Rundfunk (WDR) highlighted the various dishes featuring Jongga Kimchi and O’Food meals, thus enhancing visibility for Daesang products among local consumers. Additionally, popular influencers like Bernd Zehner, a prominent food creator in Germany, took notice of Daesang’s presence and promoted K-Food further on social media.

Standout Booth Design

Daesang's booth was designed with a unique theme called “Vibrant Bloom,” creatively integrating traditional Korean minhwa artwork. The impressive structure rose five meters, symbolizing robust roots and growth, a testament to Daesang's rich history and commitment to quality. The design combined elements of modern aesthetics with traditional Korean culture, capturing the attention of visitors and significantly enhancing Daesang’s brand image in Europe.

Lim Jung-Bae, CEO of Daesang, expressed pride in the company’s achievements at the fair, stating, “This exhibition has provided a valuable platform to showcase the rising status of K-Food and reaffirm Daesang's influence in the European market.” Lim emphasized the importance of continuing this momentum to further Daesang's expansion initiatives in Europe.

Looking Ahead

As the popularity of K-Food continues to rise, Daesang is committed to enhancing its European presence. The company is undergoing strategic adaptations to meet regional regulatory requirements, which has already resulted in impressive 35% year-on-year sales growth in the region for 2024. In line with this expansion, Daesang is also setting up a large-scale kimchi manufacturing facility in Europe, which is projected to produce over 3,000 tons of kimchi annually by 2030, underscoring its dedication to meeting the increasing demands of the European market.

With this significant achievement at ANUGA 2025, Daesang is poised to become a key player in the global food landscape, firmly establishing K-Food's reputation and paving the way for future successes in Europe.