Daesang has launched two new overseas-only products, DIY Kimchi Paste and Kimchi Spread, that offer a new twist on kimchi to suit Western food culture.
The products were developed to reflect the eating habits of local people in the U.S. and Europe. Jongga DIY Kimchi Paste is a seasoned product that allows you to make kimchi like a salad on the fly. It contains the ingredients needed to season kimchi, such as red pepper flakes, garlic, pear, and ginger, and all you have to do is add cabbage and mix to make the paste.
In addition to Chinese cabbage, consumers can also substitute cabbage, kale, carrots, and other vegetables familiar to Westerners. It's available in two flavors: Original, which is vegan and contains no animal products, such as seaweed, and Spicy, which is spicy.
O'Food Kimchi Spread is a jam that can be spread on burgers, sandwiches, biscuits, and more. It was designed to reflect the culture of eating kimchi with bread. Two flavors, Sweet, which adds a sweet flavor to the spicy taste of kimchi, and Savory, which adds olive oil, almonds, and peanuts, will be launched.
Daesang is targeting the global market with a localization strategy that takes into account overseas consumer tastes. Starting with kimchi that utilizes cabbage, kale, and carrots, vegetables favored in the West, Daesang launched rosemary, kimchi, and seaweed salad kimchi for locals who don't like the garlic flavor.
