Daesang Collaborates with Baekga to Launch Two Types of Outdoor Kimchi

Daesang, 'Jongga' Baekga Outdoor Kimchi Package Design.
Photo by Daesang

[Asia Economy Reporter Song Seung-yoon] Daesang announced on the 9th that it will launch a new product in collaboration with singer Baekga under the kimchi brand 'JONGGA.'

Last month, Jongga House changed its brand name and BI to JONGGA. The first new product of the new JONGGA is two types of outdoor kimchi featuring packaging designed directly by singer Baekga. It consists of two types: 'JONGGA Grilled Kimchi' and 'JONGGA Wrap Kimchi.' JONGGA released this new product targeting the high demand for camping, which has become a lifestyle.

The grilled kimchi is a special kimchi made exclusively for grilling with meat, using JONGGA's unique secret recipe. It uses finely ground red pepper powder and specialized seasoning blending technology to prevent burning when grilled, and the kimchi is coated with a special sauce made from radish and onion. It is fermented to bring out a tangy yet spicy flavor, creating the optimal taste that pairs best with grilled meat. The wrap kimchi, which pairs well with various foods, is made by fermenting white kimchi so that the red pepper powder does not need to be washed off separately, and it is not spicy, allowing even children to enjoy it without discomfort. It is cut into sizes suitable for wrapping and can be consumed immediately without additional cooking, making it convenient to carry during outdoor activities. These two new products will be sold in limited quantities through Daesang’s online mall Jeongwon e-Shop, as well as Naver Store and SSG Mall.

Singer Baekga directly participated in the package design of this new product. Baekga has worked as a photographer and was the first Korean model selected by the German luxury camera brand Leica. He is also an ambassador for the outdoor brand Helinox. Through collaboration with Baekga, who is known as an artist and professional camper, JONGGA plans to create fresh changes for the brand.

A Daesang official said, "JONGGA House, which started as Korea’s first packaged kimchi brand, is making various attempts after rebranding to JONGGA to become a kimchi specialist brand that embraces all generations," adding, "We will continue to launch fresh and stylish products tailored to consumers’ lifestyles and create a new JONGGA."