Jongga Kimchi, a household name in fermented delights, unveiled SEVENTEEN‘s Hoshi as their latest brand ambassador. This renowned brand, known for its diverse range of products, celebrated the news with a photoshoot in Vogue Korea. Netizens found the news amusing and endearing. They congratulated Hoshi on becoming a successful fan of kimchi.
Soul food
The global acclaim that kimchi relishes today can be attributed significantly to Jongga. They made packaged kimchi in response to the Korean government’s initiative to commercialize the iconic dish before the 1988 Seoul Olympics. In 1987, experts crafted a standard recipe, ensuring consistent taste regardless of when and where it’s consumed. The brand name “Jongga” has to do with the Korean tradition of passing down recipes through generations, symbolizing a rich heritage and the joy of Korean cuisine.
Hoshi‘s association with Jongga Kimchi seems almost serendipitous. Known for his profound love for kimchi, he never misses an opportunity to have it as a side dish. In a conversation with Vogue Korea, he said, “Kimchi is my soul food. There are so many people around me who cook better than I do, so I haven’t felt the need to cook seriously yet. But I plan to challenge myself in the future. I want to ‘master’ kimchi stew first, which can be useful anytime, anywhere.”
The Vogue photoshoot creatively incorporated elements of kimchi. Hoshi was surrounded by a mist of powder reminiscent of the pepper flakes used in kimchi seasoning. He also wore red leather gloves, a nod to the traditional rubber gloves used in kimchi preparation. When asked about the shoot, Hoshi said, “I loved all the outfits with a red point. Especially the tight red top caught my eye. It looked good even with sunglasses. Throughout the summer, I enjoyed wearing thin shirts or long-sleeved t-shirts with shorts that came just below the knee. It made me feel the new season.”
Why Hoshi is perfect for the role
Jongga Kimchi’s influence is spreading. In 2021, over 40 countries, including the Americas, China, Japan, Europe, Oceania, and Singapore, imported 67 million USD worth of Jongga Kimchi. This marked a 131% increase from 29 million USD in 2016. Moreover, the first quarter of 2022 saw a dramatic 50% sales surge in Hong Kong, likely driven by the demand for anti-viral foods amidst the COVID-19 fifth wave.
The brand’s growth in Asia and North America is noteworthy. In the U.S., major distributors like Costco and Walmart have seen a significant uptick in sales. Interestingly, just five to six years ago, over 90% of kimchi buyers in the U.S. were local Koreans. But with the rising influence of Korean culture, more locals, including other Asians, are buying kimchi. Daesang recently inaugurated a large-scale factory in Los Angeles to cater to the growing demand, marking its 10th international production base and first outside Asia.
Given all these factors, Hoshi emerges as the ideal ambassador for Jongga Kimchi. His global fame and love for kimchi make him the perfect fit for the role. – K-Pop News Writer
Featured Image: Hoshi loves kimchi so much he calls it his ‘soul food.’ Source: Vogue Korea.
