Introduction to Kimchi’s Popularity
Kimchi, a staple in Korean cuisine, has a per capita consumption of 40 kg per year in South Korea. Japan is the second-largest market for kimchi, highlighting its global appeal.
China’s Growing Kimchi Market
In China, often referred to as “pao cai” (韩式泡菜), kimchi generated USD 870 million in revenue in 2024. This market is projected to reach USD 1,185 million by 2030. The demand is driven by the health benefits of kimchi and its versatility in various dishes.
Major Players in the Kimchi Market
The largest producer of kimchi in South Korea is CJ CheilJedang, with their popular brand, bibigo. Bibigo kimchi has gained international recognition and is trademarked. CJ CheilJedang has been producing kimchi in Vietnam since 2016, using a special fermentation method and patented lactobacillus.
Bibigo Kimchi sold in Japan. The product is an import, although most Kimchi sold in Japan is domestically produced.
The on pack claim is “tasty”, “sweet and hot balance”
Expanding Globally
Additionally, A-BEST Company Limited has partnered with CJ CheilJedang to officially launch the bibigo brand in Thailand, bringing over 100 authentic Korean taste products, including kimchi, to the Thai market.
Is there a consistent theme for promoting Kimchi?
I think not.
Korea has actively promoted kimchi through various initiatives and advertising slogans.
These have included:
1. “Kimchi: Your Passport to Korean Culinary Delight”: Emphasises the cultural and culinary experience that kimchi offers.
2. “Taste the Tradition, savour the Kimchi”: Highlights the unique taste and traditional aspect of kimchi.
3. “From Korea With Love: Authentic Kimchi”: Emphasises authenticity and the love involved in making kimchi.
4. “Experience the Magic of Kimchi on Your Taste Buds”: Encourages people to try kimchi and discover its flavours.
5. “Kimchi: Your Taste Buds Will Thank You!”: Focuses on the health benefits and positive impact on taste buds.
In my local Japanese supermarket there are over 10 varieties of Kimchi!
What is the best way to promote Kimchi in the big European and American markets?
Personally I think the Bibigo name is quite nice, it’s quite short, easy to pronounce and has Korean overtones. I think the challenge is the message. Is Kimchi about taste, perhaps spiciness in particular? Or is it about fermentation or functionality? Others might think the superfood route is best, but is that territory appealing beyond health gurus?
What do you think?