Daesang Jongga, Kimchi Popup 'Kimchi Blast Seoul 2023' Opens

Operating at Supi House in Seongsu-dong until the 15th
Introducing differentiated experiential kimchi content

Daesang Jongga announced on the 6th that it will operate Korea's first kimchi pop-up, 'Kimchi Blast Seoul 2023 (KIMCHI BLAST SEOUL 2023),' at Supi House in Seongsu-dong, Seoul, until the 15th of this month.

Kimchi Blast Seoul 2023, themed 'Kimchi, a joy never experienced before,' presents differentiated kimchi content that breaks stereotypes to not only the MZ generation with low engagement in kimchi but also consumers of all generations seeking new changes in kimchi. Based on Jongga's history as Korea's first packaged kimchi brand, the strategy is to solidify its status as a global representative kimchi brand by imprinting the message that 'Kimchi is Jongga.'

This pop-up is designed with the concept of 'deconstruction,' meaning to reinterpret and enjoy kimchi in a new way. It breaks away from the traditional and standardized image of kimchi and reconstructs it into a new form reflecting lifestyle trends. Professor Park Young-ha of the Korea National University of Arts, Department of Design, who oversaw the pop-up design, developed the pop-up logo and key visuals by deconstructing Jongga’s brand patterns. The pattern play expressing the joy of new changes and reinterpretations of kimchi can also be seen throughout the pop-up space.

Special menus created by Chef Lee San-ho, who oversees the pop-up gourmet zone and uses Jongga kimchi, can be tasted in the gourmet zone. From the 'Jongga Baekkimchi Golden Tart,' topped with edible gold on baked pastry with white kimchi, shrimp, and lemon caviar, to the crispy and umami-rich 'Jongga Cabbage & Young Radish Kimchi Arancini,' and the spicy-sweet 'Jongga Kimchi Cake,' these offer unprecedented and unique kimchi flavors. In particular, the golden pastry and Jongga kimchi cake were co-developed with LBM (Little Bite More), a popular dessert cafe in Seongsu-dong, enhancing the menu’s completeness.

A special product available only at this pop-up, 'Hoxy? Kimchi! Powder,' can also be sampled. It is a freeze-dried powder made from Jongga kimchi broth, offered in two types: a spicy red powder made from Chonggak kimchi and young radish kimchi, and a tangy white powder made from white aged kimchi. Sprinkling it on fries, chicken, or sausages provided at the pop-up offers a unique taste experience.

Additionally, an exhibition space is set up where visitors can explore Jongga’s brand story and history through sophisticated LED displays and sculptures. Exhibits include Jongga’s packaged kimchi reassembled with deconstructed typography, various raw materials of Jongga kimchi expressed in layered forms, and LED video advertisements displayed in New York Times Square showcasing Jongga’s global capabilities.

Meanwhile, visitors can also see the brand manifesto film of Seventeen’s Hoshi, newly appointed as Jongga’s ambassador, and photo images from a collaboration with Vogue Korea. Hoshi personally visited the pop-up on the 5th as Jongga’s ambassador.

Park Eun-young, Executive Vice President of Daesang Food Business Division, said, “We hope you enjoy the dynamic possibilities and infinite imagination of kimchi together with Korea’s representative kimchi brand Jongga at Korea’s first kimchi pop-up,” adding, “Going forward, we will lead the global kimchi market through bold attempts and innovations that reflect new life trends while preserving the essence of kimchi, leveraging Jongga’s unique competitiveness.”

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