Daesang is making waves at Anuga 2025 in Cologne, Germany from October 4–8, showcasing its delicious O’food and Jongga brands. This marks an exciting moment for South Korea, as it’s the first time the country is the event’s official Partner Country. With over 8,000 companies attending from 118 nations, it’s set to be a record-breaking event, reflecting the growing popularity of Korean food worldwide.
Daesang is keen on expanding its reach in Europe. In line with this, the company tailors its products to fit local tastes and regulatory standards. This strategy has already paid off, leading to a remarkable 35% sales increase for its European subsidiary in 2024.
I had a chance to chat with Grace Eunhae Kim, the marketing team leader at Daesang. She shared, “Jongga is the top kimchi brand in South Korea, capturing over 30% of the domestic market. O’food aims to blend authentic Korean flavors with global cuisine. We’re excited about products like our kimchi mayo and kimchi ketchup, targeting the European sauce market.”
One of their latest products is kimchi in a reusable glass jar, designed with eco-conscious consumers in mind. “With concerns about plastic rising in Europe, we wanted to offer something different,” Kim explained. “Our glass jar can withstand the fermentation process without damage, ensuring the kimchi stays fresh and aromatic.”
To meet the growing demand for kimchi, Daesang is also planning to build its first large-scale kimchi plant in Europe, projected to produce over 3,000 tons annually by 2030.
At Anuga, within the K-Food Partner Country Pavilion organized by the Korea Food Industry Association, Daesang highlights its rich heritage in fermentation. Visitors can try local favorites like Jongga Mat Kimchi and gochujang sauces while enjoying stunning traditional Korean artwork.
Adding to the excitement, Michelin-starred chef Fabrizio Ferrari will demonstrate how to incorporate kimchi into European dishes through live cooking shows.
Daesang’s CEO, Jeong-bae Lim, emphasized, “This exhibition is a great chance for us to boost our global brand presence and make a mark in Europe. Through continuous innovation and a focused localization approach, we aim to elevate K-Food’s value.”
As more consumers around the world seek flavorful and authentic experiences, it’s clear that Korean cuisine is on the rise, and Daesang is right at the forefront of this movement. For further insights into the growing popularity of Korean food, check out this report on global food trends.
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Daesang, O’food, Jongga, Kimchi, K-Food, Anuga 2025
