#United States #Los Angeles #JONGGA #Daesang #Kimchi

Daesang's Jongga Kimchi Expands Its Footprint in the U.S.

Daesang Corporation, renowned as one of South Korea's leading food producers, is accelerating its ambitious plans to dominate the U.S. kimchi market through its flagship brand, Jongga. Known as the top kimchi brand in Korea, Jongga has successfully expanded into over 90 countries worldwide, with the United States recently setting a record as its largest export market since 2023.

Strengthening Local Production

To bolster its market presence, Daesang has significantly increased its local production capacity to cater to the growing demand for kimchi in the U.S. The company opened a state-of-the-art kimchi manufacturing plant in the City of Industry, California, becoming the first Korean food firm to establish such a facility in the U.S. This impressive 10,000-square-meter plant is equipped to produce up to 2,000 metric tons of kimchi annually, emphasizing fresh local ingredients like napa cabbage, radishes, and green onions sourced directly from American suppliers.

The establishment of this production facility not only signifies Daesang's commitment to quality and freshness but also plays a crucial role in ensuring a stable supply chain that can cater to the diverse culinary preferences of American consumers. In addition, Daesang's acquisition of Lucky Foods, another U.S.-based food manufacturer known for its Seoul Kimchi, has further expanded its production capabilities and distribution channels, solidifying its foothold in the U.S. market.

Expanding Product Offerings

Daesang’s strategy to penetrate the U.S. market also involves diversifying its kimchi product portfolio to better align with local tastes. While maintaining traditional offerings, Jongga has incorporated innovative varieties like Vegan Kimchi, Silbi Kimchi (an extra-spicy variant), and even kimchi made with familiar vegetables such as carrots and cucumbers. Notably, Jongga has launched a unique kimchi spread designed to pair well with bread and snacks, catering to the evolving consumption patterns of younger American audiences.

Aiming to further resonate with the local culinary landscape, Jongga introduced two new flavors in collaboration with three-Michelin-star chef Corey Lee in 2024. This partnership, which produced Original Kimchi and White Kimchi under the Jongga Gourmet Edition line, showcases the brand’s potential to blend traditional and modern culinary experiences, illustrating kimchi's versatility in various dishes.

Engaging American Consumers

To foster a closer connection with American consumers, Jongga has initiated experiential marketing campaigns across major U.S. cities. In 2024, a food truck campaign captured attention in Los Angeles and New York, where the brand served K-food dishes featuring Jongga Kimchi, engaging approximately 6,000 consumers directly. Furthermore, participation in popular events, such as the HEAD IN THE CLOUDS LA 2025 festival, has allowed Jongga to introduce its products to a broader audience, particularly younger demographics who appreciate multicultural culinary experiences.

The Future of Jongga in the U.S.

As the largest export market for Jongga, the U.S. represents an essential component of Daesang’s global strategy. CEO Oh Yeon-taek emphasizes the importance of further broadening their product portfolio and enhancing consumer engagement. By continuing to invest in local production and tailor offerings to American preferences, Daesang aims to make kimchi an everyday staple in American households.

Founded in 1956, Daesang Corporation's legacy and expertise in food manufacturing have positioned it as a leader in the global market. With Jongga at the forefront, Daesang is not only redefining how Americans perceive kimchi but is also paving the way for the dish to capture a significant share of the U.S. food industry.

For more information about Daesang and Jongga, visit daesang.com/en and jonggaglobal.com.