Kimchi Sauce Featuring Woman in Kimono: Another "Kimchi Distortion" at European Supermarket

Controversy Over Japanese and Chinese Labeling of "Kimchi Sauce" at European Supermarkets
Further Distortion After ALDI's "Japanese Kimchi" Incident

A "kimchi sauce" product sold at a major supermarket in Europe has sparked controversy after it was found to feature an illustration of a woman wearing traditional Japanese clothing and to be labeled in Chinese as "paocai (泡菜)." Critics have pointed out that this is an inappropriate design that could distort the origin and identity of kimchi.

Kimchi sauce sold in Europe featuring a kimono illustration. Photo by Professor Seokyung Deok on Facebook

On November 11, Professor Seo Kyungduk of Sungshin Women's University stated on his social media account, "I received a report of a photo showing a bottle of 'kimchi sauce' at a European supermarket, featuring an illustration of a woman in a Japanese kimono," adding, "This could easily mislead Europeans into thinking kimchi is a Japanese food."

He went on to emphasize, "Korean 'kimchi' and Chinese 'paocai' are entirely different foods," and noted that the product in question is being sold by a Spanish company.

Previously, ALDI, known as the "national supermarket" of Germany, caused controversy by introducing kimchi as "Japanese kimchi" on its website. The company had also previously been criticized for including the phrase "originated in China" on the label of its kimchi products.

Professor Seo stated, "The reason these situations keep occurring is because Europeans have a limited understanding of Asian cultures," and stressed, "Now that K-food is becoming widely known around the world, such incorrect labeling and design must be rectified." He added, "Starting next year, I plan to launch a 'Korean Cuisine Globalization Campaign' targeting Europeans."