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Daesang's Jongga Unveils Exciting Culinary Collaborations

Daesang Corporation recently announced a thrilling venture that showcases its iconic kimchi brand, Jongga, through collaborations with esteemed restaurants in the United States and Australia. This initiative aims to elevate the image of kimchi from a traditional side dish to a gourmet centerpiece, appealing to a broader audience of food enthusiasts.

With the wave of popularity surrounding Korean cuisine worldwide, especially kimchi, Daesang seizes this moment by partnering with notable establishments including Rokstar Chicken and Kochi in New York, as well as CHAE in Melbourne, Australia. Each of these restaurants will release innovative menu items that incorporate Jongga kimchi, emphasizing its versatility in diverse culinary settings.

Collaborations in New York

In the vibrant food scene of New York, Rokstar Chicken is making waves with its modern take on Korean fried chicken. Known for their motto, Korean Flavor, New York Attitude, the restaurant will feature the Jongga Kimchi Chicken Sandwich and Jongga Kimchi French Fries at its five locations. These unique offerings were initially presented at the Head in the Clouds Los Angeles 2025 music festival, generating positive feedback from attendees eager to try this exciting fusion of flavors.

Adding another dimension to this partnership is Kochi, a Michelin-starred Korean fine dining restaurant. Starting in September and lasting until August next year, diners will have the chance to experience the Jongga Kimchi Bibimbap, a dish crafted with Kochi's expertise and topped with Jongga's finely chopped Mat Kimchi. This collaboration not only allows for joint product development but also elevates traditional Korean dishes by incorporating high-quality ingredients.

A Taste of Australia

Meanwhile, across the ocean in Melbourne, Australia, CHAE is preparing to tantalize taste buds with a specialized kimchi-themed menu available in October and November. This unique dining experience will highlight the depth of flavors that kimchi can offer, with each course featuring kimchi at various fermentation stages—from freshly fermented to more mature iterations. Reservations are expected to fill quickly as diners are chosen through a lottery system.

Showcasing Kimchi's Potential

Through these collaborations, Daesang is transforming the perception of kimchi, showcasing its potential beyond being a simple condiment. Lee Kyung-ae, head of Daesang's Global Kimchi Business Division, emphasized the brand's commitment to introducing enjoyable and authentic kimchi experiences globally. As part of this initiative, Jongga aims to collaborate with more renowned restaurants worldwide, creating dishes that highlight the health benefits and culinary creativity that kimchi embodies.

In response to the growing demand for kimchi, especially within U.S. and European markets, Daesang has made significant investments. It became the first Korean food company to establish a large-scale kimchi production facility in Los Angeles in 2022, and is also constructing a new facility in Kraków, Poland. Jongga's products are now available through major retailers across these regions, offering both traditional kimchi and localized varieties that reflect the unique tastes and culinary trends in each market.

Engaging with Consumers

Jongga, as the world's leading packaged kimchi brand, is not just about retail; it’s also focused on engaging consumers directly. Initiatives such as pop-up stores, cooking competitions, and attendance at music festivals are all part of their strategy to connect with a diverse audience and promote the beloved flavors of kimchi.

As Daesang continues to foster innovation and culinary creativity, the brand reinforces its position as a leader in the global kimchi market. These collaborations are just the beginning, as Daesang aims to take kimchi to new heights in the culinary world, encouraging people everywhere to experience the delicious potential of this iconic Korean dish.