Daesang Unifies Brand with 'Jongga' Kimchi for Global Leap

Domestic 'Jonggajip' and Global 'Jongga' Kimchi... Unified as 'Jongga (JONGGA)'

[Asia Economy Reporter Koo Eun-mo] Daesang is integrating its domestic kimchi brand ‘Jongga Jip’ and global kimchi brand ‘Jongga (JONGGA)’ into Jongga.

On the 18th, Daesang announced that it will unify its domestic and international kimchi brands under Jongga and unveil a new brand identity (BI) for Jongga.

Daesang set Jongga’s brand vision as ‘a kimchi specialist brand representing the era’ and plans to continue the authenticity of Jongga Jip while attempting new changes. To this end, ‘Jongga (JONGGA)’ established the brand’s core values as ▲Pioneering ▲Professional ▲Authentic, and revealed the new BI and package design for the integrated kimchi brand.

The new BI displays the brand name as ‘종가’ in Korean and ‘JONGGA’ in English, with a hexagonal shape featuring a roof tile motif vertically aligned. The graphic pattern applied to the package design was inspired by the cross-section of pogi kimchi, expressing the mixture of red pepper powder and seasoning between the napa cabbage layers. Additionally, a traditional Korean geometric pattern, the hatching pattern, was borrowed to enhance the traditional beauty.

Jongga’s new BI and packaging will be applied starting this month to 17 major kimchi products, followed by specialty and other kimchi lines, and will be available at major sales channels such as supermarkets.

Jongga also appointed the virtual model siblings ‘Ho, Gon, and Haeil’ as new creative directors and collaborated with singer Baekga to release two limited-edition kimchi products suitable for camping and other occasions.

A Daesang official said, “We unified domestic and international kimchi brands under Jongga to provide a consistent brand experience worldwide,” adding, “We will become a global kimchi brand that maintains its core while leading trends.”

Daesang’s Jongga kimchi export value increased by 131% from $29 million in 2016 to $67 million last year, reaching an all-time high. As of the first half of this year, Jongga’s kimchi exports account for about 60% of Korea’s total kimchi exports.

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