Collaboration with Three Restaurants
Launching Menus Featuring Kimchi as the Main Ingredient
On August 13, Daesang announced that its kimchi brand 'Jongga' will be introducing a variety of kimchi-based menu items in collaboration with renowned restaurants in the United States and Australia.
Daesang plans to showcase the appeal of kimchi to a broad customer base by partnering with popular local restaurants featuring various concepts, ranging from casual franchises to fine dining and authentic Korean cuisine. By incorporating Jongga Kimchi into different styles of menus, the company aims to highlight the versatility of kimchi.
Collaboration Menu with Daesang Jongga Restaurant. Rokstar Chicken's Jongga Kimchi Chicken Sandwich and Jongga Kimchi French Fries. Daesang
First, in the United States, 'Rokstar Chicken'-a brand gaining attention in New York for its trendy reinterpretation of Korean fried chicken under the slogan 'Korean Flavor, New York Attitude'-will feature 'Jongga Kimchi Chicken Sandwich' and 'Jongga Kimchi French Fries' at five locations in New York through March of next year. These menu items were first unveiled at the brand booth during the global music festival 'Head in the Clouds Los Angeles 2025' held in Los Angeles this past June, where they received an enthusiastic response from local attendees. In addition, T-shirts and tableware featuring the emblems of both Jongga and Rokstar Chicken will be produced and used for store interiors.
Jongga has also partnered with 'Kochi,' a New York-based restaurant known for its Korean course meals centered on skewers. Kochi, a Michelin one-star Korean fine dining restaurant operated by Chef Shim Sungchul, who previously worked at the Michelin three-star restaurant 'Per Se,' will offer the 'Jongga Kimchi Bibimbap'-its signature bibimbap topped with finely chopped Jongga Mat Kimchi-from September this year through August next year. The two brands are also working together to develop new products using Jongga Kimchi.
In Melbourne, Australia, the acclaimed Korean restaurant 'Chae' will present a special kimchi course menu for two months in October and November. The course will begin with an appetizer made from aged kimchi and, as the meal progresses, will feature kimchi at earlier stages of fermentation, allowing diners to experience the layered flavors of kimchi. Reservations for these courses will be accepted once in early August (for October dining) and once in early September (for November dining) through the restaurant's official website, with monthly diners selected by lottery. Additionally, from December through July of next year, Jongga Kimchi will be included as a standard side dish at the restaurant, and in the second half of next year, a 'Kimjang Workshop'-where customers can make kimchi themselves-will also be held.
Through these collaborations, Daesang Jongga aims to reimagine kimchi not just as a side dish but as a new culinary content, and to showcase the limitless potential of kimchi to the world. The company plans to continue expanding partnerships with global restaurants and other food service brands in the future.
Lee Kyungae, Head of the Kimchi Global Business Division at Daesang Corporation, stated, "We will continue to develop new menu items and launch products through collaborations with various restaurants, striving to widely promote the health benefits and culinary appeal of Jongga Kimchi in the global market."
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