Daesang Kimchi Brand Jongga to Hold 'Kimchi Popup' in the Heart of Tokyo, Japan

Jongga to Host 'Kimchi Blast Tokyo 2025'
One-Week Event in Shibuya, Tokyo Starting on the 29th

An aerial view of the exterior of "Kimchi Blast Tokyo 2025," held from the 29th of this month to the 5th of next month at "Cranes 6142" in Shibuya-ku, Tokyo, Japan.
[Photo by Daesang]

Jongga, Daesang's kimchi brand, is opening a 'Kimchi Pop-up Store' in the heart of Tokyo, Japan.

Daesang announced on the 14th that from the 29th of this month to the 5th of next month, it will operate 'Kimchi Blast Tokyo 2025' at 'Cranes 6142' located in Shibuya, Tokyo. The Kimchi Blast pop-up is an event where visitors can experience the potential of kimchi, and after Seoul, London, and Busan, it will be held in Tokyo this year. Since the event takes place on Cat Street in Shibuya, Tokyo, and includes the golden holiday period in May, it is expected to attract many visitors.

The theme of 'Kimchi Blast Tokyo 2025' is 'Deep Dive into Life.' It aims to propose a kimchi experience that penetrates daily life by combining the similar yet distinct Korean kimchi culture with Japanese culture. Through this pop-up, Daesang plans to promote the excellent value of 'Jongga' to Japanese consumers and expand local brand awareness based on the brand experience.

Internal bird's-eye view of 'Kimchi Blast Tokyo 2025' held at 'Cranes 6142' in Shibuya-ku, Tokyo, Japan, from the 29th of this month to the 5th of next month.
[Photo by Daesang]

'Cranes 6142,' where 'Kimchi Blast Tokyo 2025' is held, is a pop-up specialized space designed by Japanese architect Kazuyo Sejima. The three-story building will be newly configured exclusively for 'Jongga' to provide a differentiated brand experience. Various content, including the history of 'Jongga,' new kimchi recipes combined with Japanese food culture, and works created with brand ambassador Seventeen's Hoshi, will be showcased through audiovisual elements such as large screens, sculptures, and animation graphics.

Im Jeong-bae, CEO of Daesang, said, "It is meaningful that 'Jongga,' a kimchi brand representing Korea, is holding a large-scale kimchi pop-up in the center of Tokyo, Japan," adding, "Through this event, which combines Korean and Japanese cultures to propose a new lifestyle for kimchi, we hope to expand the global influence of 'Jongga,' representing Korean kimchi."