# Michelin-Level Premium Kimchi Lines Jongga Brand Collaborates with Chef Corey Lee By Kalin Ned | Published 2025-06-30 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/premium-kimchi-line References: [prnewswire](https://www.prnewswire.com/news-releases/daesangs-jongga-partners-with-michelin-3-star-chef-to-launch-hit-gourmet-san-ho-won-kimchi-302493995.html)  [Daesang Corporation’s](https://www.trendhunter.com/trends/kimchi-ramyun) [Jongga](https://www.trendhunter.com/trends/kimchi-cookoff) brand has introduced a premium kimchi line in the U.S. market. The launch was developed in collaboration with [Michelin](https://www.trendhunter.com/trends/carnal-umami-cut-beef-jerky) three-star chef Corey Lee, who is known for his acclaimed restaurants Benu and San Ho Won. The new premium kimchi line includes San Ho Won Kimchi in two distinct varieties — a robust and spicy Original Kimchi enhanced with nutrient-rich seaweed and a vegetable broth, and a milder Baek Kimchi, which undergoes a slow fermentation process to achieve a crisp texture and subtly sweet flavor profile from apples. The involvement of a high-profile chef like Corey Lee adds credibility and culinary prestige. Both options are packaged in resealable pouches for convenience and are designed to appeal to gourmet food enthusiasts and health-conscious consumers alike. Image Credit: Jongga ## Trend Insights (Trend Hunter) - Score: 1.8/10 - Popularity: 6% | Activity: 7% | Freshness: 42% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Premium Fermented Foods:** The introduction of specialty kimchi by Jongga, developed with the expertise of a Michelin-starred chef, signifies a growing consumer interest in gourmet fermented ingredients. - **Celebrity Chef Collaborations:** Collaborations between established food brands and high-profile chefs, such as the partnership between Jongga and Corey Lee, are elevating product prestige and consumer appeal. - **Convenient Gourmet Packaging:** The use of resealable pouches in gourmet products like premium kimchi represents an industry shift towards combining convenience with upscale offerings. ### Industries Being Reshaped - **Gourmet Food Sector:** As evidenced by the premium kimchi line developed with Chef Corey Lee, the gourmet food industry is increasingly focusing on high-quality, chef-endorsed offerings to differentiate products in a competitive market. - **Health-conscious Consumer Goods:** By leveraging ingredients like nutrient-rich seaweed and offering low-fermentation options, the health-conscious consumer goods industry is embracing innovative ways to balance flavor and nutrition. - **Culinary Collaborations:** The partnership between Jongga and Chef Corey Lee underlines how food brands can leverage culinary expertise to create unique product lines that resonate with discerning consumers. ## Related on Trend Hunter - [Kimchi-Focused Branding Initiatives](https://www.trendhunter.com/trends/kimchi-cookoff.md) - [Flavofrul Kimchi Ramyun Lineups](https://www.trendhunter.com/trends/kimchi-ramyun.md) - [Experiential Kimchi Pop-Ups](https://www.trendhunter.com/trends/jongga-flavourverse.md) - [Delicate Flavor Kimchis](https://www.trendhunter.com/trends/mild-white-kimchi.md) - [British Kimchi Condiments](https://www.trendhunter.com/trends/fermented-kimchi.md) - [Authentic Kimchi Pastes](https://www.trendhunter.com/trends/authentic-kimchi-paste.md) - [Korean Cuisine Condiment Expansions](https://www.trendhunter.com/trends/cleveland-kitchen-kimchi-pickles.md) - [Korean Cuisine Cheesesteak Sandwiches](https://www.trendhunter.com/trends/kimchi-cheesesteak.md) - [Crunchy Kimchi Pickles](https://www.trendhunter.com/trends/kimchi-pickles.md)