Daesang Jongga to Participate in London's Premier Music Festival 'APE 2025'.. Targeting the European Market

[Financial News] Daesang's kimchi brand Jongga announced on the 19th that it will participate in 'All Points East 2025 (APE)' held at Victoria Park in London, UK, as part of the global kimchi event 'Kimchi Blast'.
APE is a popular music festival in London that attracts more than 200,000 visitors annually. It is a comprehensive cultural event that combines performances by world-renowned artists with various cultural contents such as film screenings, street performances, and markets for local residents.
Daesang Jongga will present the 'Kimchi Blast' event, which has been conducted close to the daily lives of locals through pop-up events or food trucks, in major cultural and artistic venues in the UK in a more expanded form.
They plan to allow people to experience the charm of kimchi from various angles in spaces where festivals, performances, and local communities are combined, beyond simple product tasting.
The Jongga booth is composed of various experience spaces such as an experience zone, tasting zone, and game zone where you can see, feel, and taste kimchi under the concept of 'Feel the Ferment'.
Lee Kyung-ae, head of Daesang's Kimchi Global Business Division, said, "We will solidify the position of Jongga kimchi in the UK, a key base for K-food's entry into Europe, and target the European market with differentiated strategies such as developing localized products and holding Kimchi Blast events."


ssuccu@fnnews.com Kim Seo-yeon Reporter