[National Brand] The First Packaged Kimchi in Korea at Age Thirty-Five... Daesang's 'Jongga'

Launched with Globalization Goal for 1988 Seoul Olympics
100% Domestic Ingredients Used & Strict Hygiene Management
Exports Increasing Beyond Domestic Market... Account for 52% of Total

The award-winning 'Jongga' is the first packaged kimchi brand in Korea. It was created with the ambition to introduce our traditional food, kimchi, to the world in time for the 1988 Seoul Olympics. Kimchi masters, including the late Hwang Hye-seong, Human Cultural Asset No. 38 and a transmitter of Joseon royal court cuisine, gathered to establish standardized recipes. Experts from various fields also contributed to the development of probiotics and starter cultures, as well as research on kimchi packaging.

The brand started under the name 'Jonggajip,' meaning to standardize the traditional homemade taste passed down through generations. The brand logo features a tiled roof to highlight traditional beauty. To leap forward as a global brand, the name was changed to 'Jongga' in October 2022.

The representative popular product of Daesang Jongga, 'Pogi Kimchi'
[Photo by Daesang]

Daesang Jongga 'Mat Kimchi'
Photo by Daesang

For the past 35 years, Jongga has adhered to the principle of using 100% domestically sourced ingredients to make kimchi. The annual usage of Korean cabbage for Jongga kimchi reaches 70,000 tons. Raw materials such as chili peppers, garlic, and onions are also procured directly from domestic farms. Hygiene management is maintained at the highest level by sorting foreign substances through X-ray and hygiene control systems at each process stage.

Kimchi produces carbon dioxide during fermentation and aging because it breathes during these processes. This causes packaging to swell if vacuum-sealed. In response, Jongga developed and patented a technology in 1989 that places a 'gas absorber' inside the kimchi packaging to trap carbon dioxide. This new technology maintained the packaging shape without affecting the unique taste and quality of kimchi and prevented damage during distribution. In 1993, canned kimchi in a can form was developed and gained popularity mainly among overseas travelers. They also introduced PET products that are easy to consume or store without transferring the packaged kimchi to a separate container.

The most popular product among Jongga kimchi is 'Pogi Kimchi' (whole cabbage kimchi). It is based on the seasoning style of the central region, known for its clean and refreshing taste. Following that, Mat Kimchi, Youngmu Kimchi, and Chonggak Kimchi are loved. Recently, sales of specialty kimchi such as Kkakdugi, Pa Kimchi, Dolsan Gat Kimchi, Oi Sobagi, Baek Yeolmu Water Kimchi, Nabak Kimchi, Dongchimi, and Bossam Kimchi have also increased.

As kimchi has gained attention as a leading K-food overseas, Jongga kimchi's export value increased more than 2.4 times from $29 million in 2016 to $71 million last year. The cumulative export value up to the third quarter of this year has already reached $65 million, likely setting a record high. Jongga kimchi accounts for 52% of Korea's total kimchi export value ($120 million as of the third quarter). Jongga currently operates in over 40 countries worldwide, including the Americas, Europe, Taiwan, Hong Kong, and other parts of Asia. Lim Jeong-bae, CEO of Daesang, emphasized, "Jongga kimchi will take the lead in promoting the excellence and authenticity of Korean kimchi to the world."