Daesang opens Jongga kimchi pop-up store in London

South Korean food maker Daesang Corp. has launched a pop-up store for its kimchi brand called Jongga in London, UK, the company announced on Wednesday.

According to the statement, the pop-up store will operate from September 16 to October 8 in Covent Garden, London. The store will run for about three weeks.

The concept of the pop-up store is "Flavourverse," which is a combination of Flavour and Multiverse.

The aim is to provide a space where the global MZ generation (people born between the early 1980s and the early 2000s) can explore a diverse world of flavors and experience what the Jongga brand has to offer.

To commemorate the opening of the pop-up store, Daesang will also broadcast advertisements about the Jongga brand and the pop-up store on the electronic billboard in London's Leicester Square.

Daesang plans to strengthen its connection with the MZ generation in Europe, starting with the UK, through this offline pop-up store.

In the UK, the Royal Borough of Kingston upon Thames in London designated "Kimchi Day" for the first time in Europe in July.

"Europe is considered a new frontier for the global kimchi market. Following Japan, the US, and Hong Kong, the Netherlands and the UK are included among the top five countries importing kimchi from Korea," said a representative of Daesang.

The company also explained that since 2017, the amount of Korean kimchi exported to Europe has been growing at an average rate of over 17% per year.

Write to Kyeong-je Han at hankyung@hankyung.com