# Experiential Kimchi Pop-Ups The Jongga Flavourverse is an Immersive Destination Devoted to Kimchi By Laura McQuarrie | Published 2023-09-19 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/jongga-flavourverse References: [lbbonline](https://www.lbbonline.com/news/amplify-and-jongga-kimchi-bring-tastes-of-south-korea-to-london-with-pop-up-exhibition)  For a limited time in September, Korea's top kimchi brand, Jongga, will be welcoming people in London into the pop-up [Jongga Flavourverse](https://www.trendhunter.com/trends/kimchi-cookoff) to share an immersive, experiential journey with kimchi. Guests will get to learn about the rich history and heritage of Jongga kimchi and delight their taste buds at the site's [Kimchi Lab](https://www.trendhunter.com/trends/sprout-kimchi). Kimchi boasts a bold, tangy taste with a crunchy, crisp texture that can certainly be appreciated on its own, but those who want to deepen their experience with a staple food in Korean cuisine can venture into Kimchi Alley. In partnership with three London restaurants, Jongga features a selection of bites made with its kimchi. The weekly residency is kicking off with South Korean chef Judy Joo of [Seoul Bird](https://www.trendhunter.com/trends/bulgogi-kimchi-cheeseburger). ## Trend Insights (Trend Hunter) - Score: 5.8/10 - Popularity: 70% | Activity: 86% | Freshness: 18% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Key Themes Behind This Trend - **Experiential Kimchi Pop-ups:** Immersive kimchi pop-up experiences are becoming popular, allowing customers to learn about the history and heritage of kimchi while delighting their taste buds. - **Kimchi-focused Culinary Collaborations:** Kimchi brands are partnering with restaurants to offer kimchi-infused dishes, providing customers with a selection of bites made with kimchi. - **Exploring Kimchi's Bold Flavors:** Food enthusiasts are seeking out kimchi to experience its bold, tangy taste and delight in its crunchy, crisp texture. ### Where This Applies - **Food and Beverage:** The food and beverage industry can leverage the growing interest in immersive kimchi pop-ups and create unique culinary experiences that highlight the flavors of kimchi. - **Hospitality and Tourism:** The hospitality and tourism industry can incorporate experiential kimchi pop-ups as a unique attraction for visitors, offering them a chance to explore the rich heritage of kimchi. - **Culinary Education:** The culinary education industry can develop programs and workshops that educate aspiring chefs and food enthusiasts about the history, flavors, and uses of kimchi. ## Related on Trend Hunter - [Kimchi-Focused Branding Initiatives](https://www.trendhunter.com/trends/kimchi-cookoff.md) - [Michelin-Level Premium Kimchi Lines](https://www.trendhunter.com/trends/premium-kimchi-line.md) - [Convenient Store-Themed Pop-Ups](https://www.trendhunter.com/trends/lee-kum-kee.md) - [British Kimchi Condiments](https://www.trendhunter.com/trends/fermented-kimchi.md) - [Experiential Alcohol Pop-Ups](https://www.trendhunter.com/trends/cheoreom-x-krush-somaek.md) - [Fermented Festive Season Foods](https://www.trendhunter.com/trends/sprout-kimchi.md) - [Laid-Back Fan Experiences](https://www.trendhunter.com/trends/buldak-couch-time.md) - [Snackable Kimchi Crisps](https://www.trendhunter.com/trends/kimchi-crisps.md) - [Immersive Night-Market Skincare Events](https://www.trendhunter.com/trends/night-market-popup.md)