Daesang Corporation (Daesang) will open a JONGGA pop-up store in London, England, to promote kimchi in the country.
Daesang announced that it will operate the JONGGA pop-up store in London's Covent Garden for approximately three weeks from September 16 to October 8, local time.
Europe is considered a new frontier for the global kimchi market, with the Netherlands and the U.K. being among the top five countries for domestic kimchi exports after Japan, the U.S. and Hong Kong.
In fact, from 2017 to 2022, the export volume of domestic kimchi to Europe has been growing at an average annual rate of more than 17%, and as of 2022, the export volume of Jongga kimchi to Europe accounts for about 56% of the total domestic export volume of 3,542 tons.
In particular, the London Borough of Kingston, England, designated Europe's first Kimchi Day in July.
Covent Garden, where the JONGGA pop-up store will be held, is located near the Seven Dials, a famous food market that attracts locals and tourists. Daesang plans to strengthen its contact with young people in the UK and other European countries through offline pop-up stores.
The concept of the pop-up store is "Flavourverse," a combination of flavor and multiverse, and is designed as a space for young people around the world to discover the world of flavors and experience the new JONGGA.
It is organized into three zones to highlight the excellence and history of JONGGA, the world's No. 1 kimchi brand, and to experience kimchi paired with a variety of global cuisines.
The "Kimchi Alley" zone is a modern interpretation of a Korean food stall, featuring a variety of kimchi dishes in collaboration with local London restaurants.
After Kimchi Alley, the "Kimchi Lab" zone explores Korean kimchi and kimchi culture and the excellence of Jongga kimchi through media art. To immerse you in the atmosphere, three sides are decorated with projection rooms, allowing you to feel the time when kimchi is being cooked.
There are also miniatures of kimchi landscapes on display to attract local consumers who are unfamiliar with kimchi culture.
In the "Kimchi Mart" zone, the supermarket's CCTV was transformed into a unique photo zone where customers can take selfies. The touch screen also recommends kimchi based on consumer preferences and introduces JONGGA's various kimchi products.
JONGGA kimchi and other products are also available for sale to customers who visit the pop-up store.
