Daesang Operates 'Jongga' Kimchi Pop-up in Busan

Operating at Hotel Aquapellis Busan from the 19th to 28th

Daesang Jongga announced on the 15th that it will operate 'Kimchi Blast Busan 2024' at Hotel Aqua Palace Busan for ten days from the 19th to the 28th.

Kimchi Blast Busan 2024, themed ‘Infinite Imagination of Kimchi, Becoming Joy,’ presents unprecedented differentiated kimchi content unique to Jongga for all generations seeking to experience new kimchi. Through an overwhelming brand experience, the strategy is to emphasize once again the message ‘Kimchi is Jongga’ and elevate kimchi’s status as a beloved food worldwide.

Before operating the pop-up store, Daesang released a teaser video on the 8th and on this day also unveiled the Jongga 2024 brand campaign video. The brand campaign video featuring Jongga’s brand ambassador Hoshi, themed ‘We are Kimchi Lovers,’ captures Hoshi enjoying various kimchi menus using the ‘HOXY? KIMCHI!’ powder and the newly introduced kimchi spread this year. The 'Jongga HOXY? KIMCHI! powder' is a powdered product made from 100% Korean agricultural products and fermented with patented lactic acid bacteria, preserving the original Jongga kimchi brine. It was first introduced as merchandise at ‘Kimchi Blast Seoul 2023’ last year and is officially launched this year.

Kimchi Blast Busan 2024 is thoughtfully organized to allow visitors to experience various attempts and astonishing transformations of kimchi from entry to exit. Upon entry, visitors receive a fan-shaped leaflet with explanations for each space, and multilingual messages conveying excitement about the pop-up are placed throughout for global visitors. The first space, the ‘Jongga Zone,’ introduces the overwhelming technology, story, and global activities of the first packaged kimchi brand, Jongga, through stylish LED displays and sculptures.

In the Experience Zone, visitors can taste the kimchi powder directly and share their impressions and imaginative uses of the powder, offering new enjoyment of kimchi. The Campaign Video Zone featuring Jongga ambassador Hoshi and the ‘Jongga X High Cut’ photo exhibition zone provide a photo zone where visitors can take commemorative photos alongside Hoshi enjoying various kimchi menus happily.

The ‘Jongga Bistro Zone’ offers a new form of kimchi gourmet experience never imagined before. Following the Seoul pop-up, Chef Sanho Lee took charge again, collaborating with SANZHO Hotel Aqua Palace branch to enhance quality. Additionally, Jongga kimchi is introduced in collaboration with Bib Gourmand restaurants in the Busan area: ▲Donggyeong Bapsang ▲Arp ▲Anmok ▲Yakitori Onjeong.

Park Eun-young, head of Daesang Food BU, said, “As the peak summer vacation season approaches, we are presenting the second kimchi pop-up where you can encounter the infinite possibilities of kimchi at Busan Gwangalli, a representative vacation spot. We hope everyone enjoys the new pleasures of kimchi by tasting and experiencing the various unprecedented attempts and astonishing transformations of kimchi together.”

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