# Kimchi-Focused Branding Initiatives SF Globalize Organized the JONGGA Kimchi Cook-Off By Kalin Ned | Published 2025-12-03 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/kimchi-cookoff References: [prnewswire](https://www.prnewswire.com/news-releases/global-kimchi-boom-finds-its-center-in-the-jongga-kimchi-cook-off-302630285.html)  The [JONGGA](https://www.trendhunter.com/trends/jongga-flavourverse) Kimchi Cook-off is a culinary competition focused exclusively on the Korean fermented dish. Organized by SF Globalize, this initiative is highlighted as a significant catalyst in the food's increasing international popularity. The JONGGA Kimchi Cook-off event, which partners with several prestigious cooking schools, has expanded to multiple global cities and attracts a wide array of participants beyond professional chefs. This activity is concurrently linked to a recent civic proclamation in Paris establishing an official day of recognition for kimchi, which is framed as an unprecedented European cultural endorsement. Kimchi Day — or Journée du Kimchi — is slated to be observed on November 22nd. The branding narrative positions the sponsoring brand, JONGGA, as a foundational force in standardizing and exporting kimchi globally, while Sang Tae JU, the founder and executive producer of the Kimchi Cook-off, has stated that "kimchi is now a cultural icon co-created by the world." Image Credit: JONGGA ## Trend Insights (Trend Hunter) - Score: 5.2/10 - Popularity: 50% | Activity: 53% | Freshness: 54% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Culinary Competitions as Cultural Diplomacy:** Culinary events like the JONGGA Kimchi Cook-off serve as powerful platforms to elevate and globalize national dishes, fostering cultural connections and international dialogue. - **Rise of International Food Events:** The proliferation of food-focused events in diverse cities around the world underscores the growing trend of using gastronomy to explore and celebrate cultural diversity. - **Brand Influences on Global Food Cultures:** Brands like JONGGA are increasingly pivotal in shaping and introducing traditional foods to new markets, creating opportunities for cultural exchange and cross-cultural cuisine innovations. ### Sectors Adopting This - **Global Culinary Arts:** The global culinary arts industry is experiencing a surge in events that highlight traditional foods, offering new avenues for chefs and food artisans to showcase their skills and innovations. - **Food Branding and Marketing:** As traditional foods enter new markets through strategic branding efforts, the food branding and marketing industry is poised to develop fresh strategies for cross-cultural product positioning. - **Cultural Event Management:** Event management in the cultural sector is evolving to encompass international festivals and days honoring specific foods, potentially driving growth in tourism and cultural engagement. ## Related on Trend Hunter - [Asian Cuisine-Celebrating Global Campaigns](https://www.trendhunter.com/trends/lee-kum-kee1.md) - [Instant Korean Cuisine Noodles](https://www.trendhunter.com/trends/namdong-instant-noodles.md) - [Seasoning-Brand Travel Exclusives](https://www.trendhunter.com/trends/kikkoman-teriyaki-that.md) - [Fermented Festive Season Foods](https://www.trendhunter.com/trends/sprout-kimchi.md) - [Functional Health-Focused Packaging Aesthetics](https://www.trendhunter.com/trends/cleveland-kitchen1.md) - [Mediterranean-Style Kimchis](https://www.trendhunter.com/trends/mediterranean-kimchi.md) - [Korean Cuisine Soccer Snacks](https://www.trendhunter.com/trends/la-galaxy-and-nongshim.md) - [Fermented Condiment Hybrids](https://www.trendhunter.com/trends/kraut-chi.md) - [Michelin-Level Premium Kimchi Lines](https://www.trendhunter.com/trends/premium-kimchi-line.md)