Launch of New Kimchi and Gochujang Products Tailored to Target and Local Tastes... Targeting Overseas Markets

14 Localized Products Including Cabbage, Kale, and Carrot Kimchi, and Thin-Textured Sauces
Targeting Overseas Markets by Diversifying Export Countries to the US, Europe, and Asia

[Asia Economy Reporter Lim Hye-seon] Daesang is targeting overseas markets by launching new global kimchi, jang (fermented sauces), and sauce products based on localization strategies.

On the 14th, Daesang announced that it will release new kimchi, jang, and sauce products tailored to local tastes by adjusting spiciness, texture, and usage. This move responds to the recent increase in consumption by local residents, unlike in the past when most exported foods from Korea were consumed mainly by overseas Koreans and some Asian communities. The product lineup consists of a total of 14 items: 5 types of kimchi, 6 types of jang including gochujang and ssamjang, and 3 types of hot sauces.

First, focusing on the growing demand for various types of kimchi beyond napa cabbage kimchi in the U.S. and European markets, Daesang introduces three types of Jongga Jip kimchi made with locally preferred vegetables such as cabbage, kale, and carrots. They also launched mild kimchi developed for locals who dislike spicy flavors. The mild kimchi comes in two versions: the original containing salted seafood and a vegan version without salted seafood.

Gochujang and ssamjang, which had limited usage due to their thick texture, have been modified in texture and application to suit Western food culture. The premium line of gluten-free gochujang and ssamjang is thinner than regular sauces, with less odor and a clean taste. New products developed as dressing and dipping sauce types allow ssamjang to be drizzled on salads, tacos, and spring rolls or used as a dip. Both gochujang and ssamjang are vegan products without animal-based ingredients such as fish sauce.

Reflecting the growing interest in Korean spicy flavors among the MZ generation, Daesang also offers gochujang with intense spiciness. The existing export gochujang, which was categorized into three levels of spiciness, now includes Bomb flavor (level 4) and Nuclear Bomb flavor (level 5). To target Southeast Asian consumers, such as those in Malaysia where demand for gochujang is high, the products have also obtained Halal certification.

A new sauce line reflecting Western food culture, which mainly uses chili sauce and hot sauce, has also been introduced. It consists of three types: gochujang flavor, kimchi flavor, and yuzu flavor, allowing consumers to enjoy Korea’s unique spiciness in a thin sauce form.

Daesang is leading the globalization of ‘K-food’ by expanding its reach centered on kimchi and gochujang to the U.S., Europe, Asia, and the Middle East. Notably, Jongga Jip kimchi accounts for about 40% of the total domestic kimchi export value. In the U.S., Daesang has established the first factory in the food industry to produce kimchi and gochujang locally and is currently running a pilot operation with plans for full-scale operation early next year.

This content was produced with the assistance of AI translation services.