Daesang Showcases Korean Cuisine at ANUGA 2025, Expanding European Reach

Daesang's Participation at ANUGA 2025

Daesang Corporation is set to participate in ANUGA 2025, the world's largest food trade fair, taking place in Cologne, Germany from October 4 to 8. This event not only marks a significant milestone for Daesang but also highlights its ambitious plans for expansion within the European market.

Significance of ANUGA

With its 38th edition, ANUGA is recognized globally as the leading biennial food trade exhibition, featuring over 8,000 companies from 118 countries expected to participate this year. The inclusion of Korea as the official Partner Country for the first time underscores the growing international stature of K-Food. As the world's premier food trade event, ANUGA provides Daesang with a strategic platform to introduce its products to global consumers while reinforcing its status as a leader in the fermentation industry.

Showcasing Korean Flavors

At the K-Food Partner Country Pavilion, organized by the Korea Food Industry Association, Daesang will present its renowned Jongga brand, recognized globally as the leading kimchi producer, alongside its international brand O'food, which is gaining popularity for its diverse Korean food products. Attendees will have the opportunity to taste Europe-produced Jongga Mat Kimchi, gochujang, and various gochujang sauces, showcased in conjunction with traditional Korean minhwa artwork that beautifully illustrates the essence of K-Food combined with Korean culture.

To enhance the visitor experience, Daesang will distribute detailed portfolio books outlining their O'food and Jongga products, specifically tailored to the tastes and preferences of different European countries. Utilizing AI-powered video content, guests will gain a deeper understanding of Daesang’s offerings.

A Stunning Exhibition Booth

The exhibition booth is designed to symbolize Daesang's growth and innovation, featuring a stunning 5-meter high tree-like structure, themed "Vibrant Bloom." This design is intended to leave a lasting impression on visitors while visually representing the brand's efforts to bloom within the European food market.

Culinary Delights Live

Additionally, Daesang will host live cooking demonstrations featuring Michelin-starred chef Fabrizio Ferrari, known in Korea from Netflix's Culinary Class Wars and JTBC's Chef My Fridge. Chef Ferrari will prepare signature dishes incorporating kimchi, including Kimchi Carbonara, Kimchi Sandwich, and even Kimchi Cheesecake, showcasing the versatility and flavorful potential of kimchi in contemporary European cooking.

CEO's Vision for Expansion

Jeong-bae Lim, CEO of Daesang, expressed enthusiasm about the upcoming exhibition, stating, "This exhibition is a golden opportunity to strengthen our competitiveness as a global brand while expanding our presence in Europe. With ongoing innovation and an aggressive localization strategy, we aim to elevate the value of K-Food in the international market."

Daesang's commitment to European expansion is evident, as they have already begun adapting their product formulations to meet European regulatory standards and preferences. In 2024, their European subsidiary achieved an impressive 35% year-on-year sales increase, highlighting the demand for quality Korean food products.

Future Aspirations and Production

In response to the growing demand for kimchi across Europe, Daesang is in the process of constructing the continent's first large-scale kimchi manufacturing facility. This plant is projected to produce over 3,000 tons of kimchi annually by 2030, solidifying Daesang's position in the European market.

About Daesang Corporation

Founded in 1956, Daesang Corporation is one of the world's leading producers of fermented food products, and has developed into a major player in the global food industry. Its well-known brands, such as Jongga and O'food, offer a variety of sauces, ready-to-eat meals, and other delicacies. With headquarters in South Korea and manufacturing subsidiaries throughout the United States, Poland, China, Indonesia, and Vietnam, Daesang continues to expand its international footprint. For more information, visit www.daesang.com/en.