#South Korea #Seoul #Jongga Kimchi #Corey Lee #San Ho Won

Daesang’s Jongga Partners with Michelin Chef Corey Lee for Gourmet Kimchi

In a remarkable collaboration that marries tradition with innovation, Daesang Corporation's globally renowned kimchi brand, Jongga, has launched its gourmet kimchi line in the United States. This exciting partnership with Michelin 3-star chef Corey Lee aims to take kimchi beyond its conventional boundaries, offering a taste experience that is as refined as it is authentic.

The Vision Behind San Ho Won Kimchi

Chef Corey Lee, acclaimed for his culinary artistry and the first Korean to earn three Michelin stars, is behind the creation of this gourmet line. Operating his acclaimed establishments, Benu and San Ho Won in San Francisco, Chef Lee's passion for authentic Korean cuisine shines through in every jar of San Ho Won Kimchi. This collaboration utilizes Jongga's 38 years of fermentation expertise and Chef Lee's innovative approach to provide an elevated experience that showcases kimchi as a culinary treasure.

The San Ho Won Kimchi line introduces two premium varieties: Original Kimchi and Baek Kimchi, both of which are developed using meticulous techniques to ensure high-quality flavors and textures. Original Kimchi presents a bold flavor profile enhanced with cheonggak seaweed and a rich vegetable-based broth that embodies the spicy depth traditionalists love, yet with added layers of complexity and richness. In contrast, Baek Kimchi, or white kimchi, is crafted through a low-fermentation method that allows slow aging, resulting in a refreshing, subtly sweet flavor profile that balances mild tanginess with apple's fruity undertones.

Both varieties are conveniently packaged in resealable 680-gram pouches, making them perfect for easy serving and storage. This approach not only enhances the user experience but also reflects the modern culinary landscape where convenience meets quality.

Launch and Promotion

To celebrate this culinary achievement, Daesang released a behind-the-scenes promotional video that captures the essence of the San Ho Won Kimchi's creation, highlighting fresh ingredients and the inspiration behind its development. This engaging content is accessible on O'Food and Jongga's YouTube channel, showcasing how the art of kimchi can be both a gourmet experience and a beloved staple.

The San Ho Won Kimchi will now replace the existing house kimchi served at Chef Lee's restaurant and is currently available at H Mart locations across the United States, with broader distribution expected to reach significant online platforms soon.

Chan-ki Jeong, Head of Global Kimchi Marketing at Daesang, expressed that the partnership is strategically aimed at promoting kimchi's appeal amidst growing consumption trends in the U.S. market. He emphasized, “Through this partnership with a star chef, we aim to elevate Jongga's standing in the U.S. and position kimchi as a premium culinary ingredient while enhancing the value of K-food.”

Global Expansion Efforts

The interest in kimchi is undeniably on the rise, prompting Daesang to ramp up export and localization initiatives. Jongga Kimchi has successfully penetrated over 80 countries globally, including markets throughout the Americas and Europe, and various regions in Asia. The revenue generated from kimchi exports has seen impressive growth, ballooning from $29 million in 2016 to an impressive $93.9 million in 2023. Projections indicate the brand is set to break the $100 million mark in export volume by 2025, making it the first single kimchi brand to achieve this milestone.

Jongga has also made strides in local manufacturing, having established the first large-scale kimchi production facility in the U.S. in 2022, and is now poised to expand its production capabilities with a new facility planned in Poland to further penetrate the European market.

About Daesang Corporation

Founded in 1956, Daesang Corporation has maintained its status as a leading producer of fermented food products for over six decades. With a commitment to quality and innovation, the company operates notable global brands like Jongga and O'Food, catering to diverse consumer needs with a variety of high-quality food products. Headquartered in South Korea, Daesang has expanded its presence with manufacturing facilities in the United States, Poland, China, Indonesia, and Vietnam.

For more information on Daesang and its offerings, visit www.daesang.com/en.

About Jongga

The term ‘Jongga’ encapsulates the essence of passing down authentic culinary traditions through generations. Emerging as the top producer of authentic kimchi in Korea since 1987, Jongga has pioneered the global commercialization of packaged kimchi, affirming its position as the leading Korean kimchi brand in both domestic and international markets. With a focus on high-quality ingredients, Jongga Kimchi products are gluten-free, probiotic-rich, and cater to health-conscious consumers worldwide.

Through this innovative collaboration with Chef Core Lee, Jongga is not just promoting a product but is also revitalizing and celebrating the rich culinary heritage of Korean cuisine on a global scale.