Kimchi advertisement in the middle of New York … “Korean kimchi, now kimchi for everyone” : Economy : The Hankyoreh Japan

Daesang posted 6720 times by the 6th of next month
“Making the United States an Outpost for Globalization of Kimchi”

An image of a kimchi ad that Daesang will put up on an electronic billboard in New York’s Times Square (provided by Daesang).

“I personally like kimchi. It’s fresh and spicy.Kimchi is also good for removing lactic acid bacteria.”

The red kimchi in the black-and-white slow-motion video catches the eye. Foreigners who have tasted kimchi praise its taste and texture. It’s not a Korean broadcast screen. It’s a “kimchi ad” on an electric billboard in Times Square in New York, USA.

South Korean food company Daesang announced on the 12th that it will start a campaign to post kimchi advertising videos on electronic billboards in New York’s Times Square.

JONGGA started advertising on the electronic billboard of the American Eagle Building in Times Square on the 10th, and has posted a total of 6,720 advertisements until November 6th. The theme of this advertisement is “Korea’s Kimchi, Now For Everyone.” Through advertising videos, people around the world describe their impressions of kimchi with words such as “crispy”, “rich flavor”, “healthy” and “fresh”.

Daesang puts up kimchi advertisements on electronic billboards in New York Times Square (provided by Daesang) // The Hankyoreh

Daesang plans to use the United States as an outpost for “globalization of kimchi,” and to continue producing kimchi and advertising campaigns there. In March, it established a large-scale factory in the United States for the first time in the domestic food industry to produce kimchi, and is expanding its presence in large supermarkets such as Wal-Mart and Costco. Prior to this, Daesang posted a kimchi advertisement in the New York Times last year.

Daesang’s Jongga Kimchi has expanded to about 40 countries around the world, including Europe, Oceania, China, Japan, and Singapore, as well as the United States. increased by 131% in As of the first half of 2022, Daesang’s head family will account for 60% of total domestic kimchi exports. Exports to the United States will also reach $16.17 million in 2021, growing 37.8% year-on-year.

Daesang CEO Lim Jeong-bae said, “Daesang, the representative kimchi brand of South Korea, a kimchi suzerain, has been at the forefront of promoting the excellence and legitimacy of kimchi to the world.” We will develop various global activities so that ‘Kimchi for everyone’ can be positioned as ‘Kimchi for everyone’.”

By Yu Sung-hee, reporter (contact japan@hani.co.kr)