Daesang Jongga Appoints Seventeen's Hoshi as Brand Ambassador

Kimchi brand Daesang Jongga announced on the 25th that it has appointed Hoshi, a member of the group Seventeen, as its ambassador and will launch a new brand campaign.

This campaign carries the key message, "Imagine the new era of kimchi that Jongga will show," meaning that it offers a unique experience of kimchi by preserving the essence of kimchi while attempting various changes. Through diverse online and offline marketing activities, the brand aims to reinforce the brand recognition that "Kimchi is Jongga" while accelerating the acquisition of potential customers.

Hoshi, appointed as the brand ambassador, is well known for his deep affection for kimchi, often called a "kimchi lover," "kimchi ambassador," and "kimchi sommelier." The company explained that they judged Hoshi to align with Jongga’s aspirations due to his powerful global influence as a member of the group Seventeen.

Accordingly, Daesang will engage in various campaign activities with Hoshi to promote Jongga as a global representative kimchi brand. Starting with the teaser video for "Kimchi Blast Seoul 2023" on the 26th, they plan to sequentially release a manifesto film in which Hoshi introduces Jongga’s charm, core values, and vision.

Meanwhile, at "Kimchi Blast Seoul 2023," Korea’s first kimchi pop-up event held in Seongsu-dong, Seoul, from the 5th to the 15th of next month, visitors will be able to experience new kimchi that captivates both their eyes and taste buds, as well as watch videos of Hoshi and view photo spreads from "Vogue Korea."

A Daesang official said, “As we have appointed Seventeen’s Hoshi, who has a global fandom, as Jongga’s new ambassador, this will be an opportunity to introduce the unique charm of kimchi to consumers of all generations both domestically and internationally while securing potential customers. We will continue to provide amazing experiences through various campaign activities that promote the value of kimchi, the centerpiece of Korean cuisine culture, befitting the status of Korea’s representative kimchi brand.”

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