Daesang Jongga to Join London Music Festival, Targeting the European Market

Operating a Booth at 'APE 2025' in London’s Victoria Park
Offering a Unique Kimchi Experience with Diverse Content

Daesang announced on August 19 that its kimchi brand 'Jongga' will participate in the major music festival 'All Points East (APE) 2025' to be held in London, United Kingdom.

Exterior view of the Daesang Jongga brand booth.
Photo by Daesang

As part of the global kimchi event 'Kimchi Blast,' the brand will operate a booth at 'APE 2025,' which takes place at Victoria Park in London from August 15 to 16 and 22 to 24. APE is one of London’s leading music festivals, attracting over 200,000 visitors each year and offering a diverse cultural experience that includes concerts, film screenings, street performances, and markets.

Approximately 6,000 people visited the booth over the two days starting August 15. The booth featured the 'Kimchi Kooler' exterior, designed to resemble a kimchi refrigerator, as well as an 'Experience Zone' where visitors could learn about the kimchi fermentation process firsthand, a 'Tasting Zone' for sampling kimchi finger foods, and a 'Game Zone' offering games and merchandise events. In addition, Daesang collaborated with three popular UK restaurants participating as official festival vendors to introduce menu items incorporating kimchi.

Participants are tasting kimchi dishes at the 'Tasting Zone.'
Photo by Daesang

Lee Kyungae, Head of Daesang’s Global Kimchi Business Division, stated, "This festival will be an opportunity to introduce kimchi, a fermented food, to European consumers in a fresh and enjoyable way, and to expand Jongga’s unique brand experience." She added, "We aim to solidify Jongga Kimchi’s presence in the UK, a key hub for K-food’s entry into Europe, and will actively target the European market through differentiated strategies such as developing localized products and hosting 'Kimchi Blast' events."

Meanwhile, Daesang has been responding to rising demand for kimchi in Europe by establishing a joint venture with Polish fermented food company ChPN in 2023 and is currently working to build a new factory in Krakow. Jongga products are already available in major European distribution channels such as Costco, and the company is expanding its position as the world’s leading packaged kimchi brand through the development of locally tailored products, pop-up events, cooking competitions, music festivals, and other activities.