Target speeding up overseas territorial expansion... "Our Kimchi in US Times Square"

Daesang Launches Kimchi Advertisement in New York Times Square
Vice Chairwoman Im Se-ryeong Also Participates in Ad Campaign
U.S. Base for 'Kimchi Globalization'... LA Factory Progressing Smoothly
Korean Kimchi Expands to Over 40 Countries Overseas

Daesang Jongga, New York Times Square Kimchi Global Advertisement Scene. Photo by Daesang Provided

[Asia Economy Reporter Song Seung-yoon] Daesang is accelerating its overseas territorial expansion. Earlier this year, it became the first domestic food company to establish a large-scale kimchi factory in the United States, and now it is busy expanding overseas sales channels by launching a kimchi advertising campaign on the Times Square electronic billboard in New York.

According to the industry on the 14th, Daesang Jongga (JONGGA) started a kimchi advertisement on the electronic billboard of the American Eagle building in Times Square, New York, on the 10th. The video will be broadcast a total of 6,720 times until the 6th of next month. This campaign was prepared with a budget of about 1 billion KRW since the beginning of this year. Previously, in January last year, Daesang also placed an advertisement in the New York Times with the message "Kimchi is obviously Korean food." In this campaign, Daesang introduced kimchi through an advertisement video under the theme "Korean Kimchi, Now Everyone's Kimchi." People around the world who tasted kimchi express feelings such as "crisp," "rich in flavor," "healthy," and "fresh" in the video.

It is known that Vice Chairman Lim Se-ryeong directly participated in the planning process of this campaign. Earlier, Vice Chairman Lim attracted attention by appearing with actor Lee Jung-jae at the Emmy Awards ceremony held recently in Los Angeles (LA), USA. With such external activities, interest in Daesang's overseas business has increased, and riding this momentum, the company plans to make the United States a forward base for the "globalization of kimchi" and continuously develop local kimchi production and advertising campaigns.

Daesang LA Factory Exterior./Photo by Daesang

To this end, in March, Daesang established the first large-scale kimchi factory with production facilities in LA, the first among domestic food companies. Daesang plans to gradually expand localized kimchi supply to Western countries such as Europe, Canada, and Oceania based on the LA factory. The LA factory was completed on a total site area of 3,000 pyeong (10,000㎡). About 20 billion KRW was invested, and it is equipped with manufacturing lines capable of producing 2,000 tons of kimchi annually, raw material warehouses, and other infrastructure. Daesang is the first domestic food company to have large-scale kimchi production facilities in the United States.

They are also expanding entry into mainstream U.S. channels such as Costco and Walmart. In addition to the U.S., they plan to expand entry into mainstream distribution channels by country and continuously increase the number of products listed. Once the LA factory stabilizes, they will also consider expanding the factory in the future.

Moreover, since 2011, Daesang has been accelerating its halal market strategy by exporting halal products and obtaining halal certification for more than 50 items. In the key market of Indonesia, they have launched the "Mamasuka" brand and are actively producing halal food locally. The halal sales of the local Indonesian subsidiary reach about 50 billion KRW. In the Middle East market, they are diversifying items such as kimchi, sauces, seaweed, and rice cakes that have received halal certification.

Daesang's Jongga Jip kimchi is expanding beyond the domestic market to overseas markets. Jongga Jip kimchi is currently available in more than 40 countries including the Americas, Europe, Japan, Taiwan, and Hong Kong in Asia. Starting from Asia, exports are recently expanding to Western countries, Africa, and South America, regions that were previously barren for kimchi. Export revenue increased by 131% from 29 million USD in 2016 to 67 million USD last year, reaching an all-time high. Currently, Daesang's overseas kimchi exports account for more than 40% of the total domestic kimchi export value.

Jongga Jip is the leading kimchi specialty brand with the number one market share domestically and globally in exports. Recently, it has introduced not only kimchi but also "Jongga Bansang," a modern reinterpretation of traditional dishes, and "Achim-eON," a fresh ingredient brand.

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