#United States #Pasadena #JONGGA #Kimchi #HITC LA 2025

Daesang's Jongga to Make Its Mark at HITC LA 2025

Introduction

Jongga, Daesang's premier global kimchi brand, is poised to capture the attention of culinary enthusiasts and music lovers alike at the Head in the Clouds: Los Angeles 2025 festival, taking place from May 31 to June 1 at Brookside at the Rose Bowl in Pasadena. This exciting event, known for its focus on Asian artists and culture, serves as an ideal backdrop for showcasing Jongga's rich flavors and global appeal.

Collaboration with Rokstar Chicken

In an innovative twist, Jongga will partner with Rokstar Chicken, a popular New York-based eatery, to introduce two delectable kimchi-infused dishes:

• - Jongga Chicken Sandwich: A flavorful crispy chicken sandwich enhanced with Jongga's spicy kimchi.
• - Jongga French Fries: These golden fries are topped with generous servings of Jongga kimchi and a special house sauce, offering a unique comfort food experience.

Both dishes will be available at Rokstar Chicken locations starting in June, providing fans the chance to bring a taste of the festival home.

Festival Activities and Engagement

Festival-goers will have the opportunity to engage with the Jongga brand at their booth through interactive games. One such activity is the punching game challenge, where participants who score 888 — a nod to 88rising, the festival's hosts — while following Jongga's official Instagram accounts can earn a special Jongga string bag along with samples of the new dishes. This interaction not only enhances the festival experience but also fosters a community around food and culture.

Creative Branding and Design

As part of the aesthetic appeal of their booth, Jongga staff will don attire designed by VANDYTHEPINK, an emerging streetwear designer. Their custom T-shirts will add a stylish dimension to the booth, perfectly complementing the modern vibe of the festival grounds.

Kyeong-ae Lee's Vision

Kyeong-ae Lee, Daesang's Head of Global Kimchi Business Division, expressed her enthusiasm, stating, "This global music festival is the perfect platform to let more people experience Jongga Kimchi. We are proud to showcase our brand here and will continue working to make Jongga kimchi a true global staple, worthy of its No. 1 position in the world." This commitment to promoting traditional Korean flavors reinforces Jongga's status in the international market.

About Daesang Corporation

Founded in 1956, Daesang Corporation has solidified its position as one of the largest producers of fermented food products globally. With its pioneering spirit, Daesang has become a leader in authentic Korean staples, offering a wide range of products through its brands including Jongga and O'Food. Daesang operates internationally, with manufacturing subsidiaries located in the United States, Poland, China, Indonesia, and Vietnam, ensuring quality and authenticity in every product.

About Jongga

The term 'Jongga' in Korean signifies the careful mastery of authentic recipe preservation, passed down through generations. Since 1987, Jongga has led the kimchi market in Korea, being the first to commercialize packaged kimchi worldwide and is recognized as the leading imported Korean kimchi brand in the United States. Made with high-quality, plant-forward ingredients, Jongga's products are not only gluten-free and probiotic-rich but also come with numerous health benefits, balancing the immune system and providing antiviral effects.

Conclusion

As Daesang's Jongga prepares to showcase its vibrant kimchi dishes at HITC LA 2025, it invites everyone to explore the explosive flavors of Korean cuisine. By merging culinary art with engaging festival experiences, Jongga is set to captivate an audience that spans cultures and continents. Whether you're attending for the music, the art, or the food, be sure to stop by the Jongga booth for a taste of something truly special.