Daesang Corp. is leveraging the expertise of three-Michelin-starred chef Corey Lee to expand its presence in the booming US kimchi market, where Korean fermented vegetable exports have surged 20% in the first half of 2023.
The South Korean food maker partnered with Lee, owner of San Francisco’s acclaimed restaurants Benu and San Ho Won, to develop a premium line of kimchi under the San Ho Won brand. The products will be distributed through H-Mart and other major US retailers.
The collaboration comes as Korean kimchi exports to the US reached 6,600 tons in the first six months of 2023, according to Korea Customs Service data. Daesang’s Jongga brand currently dominates the market with a 75% share of Korean kimchi exports to the US.
The new product line features two varieties – original spicy and white kimchi – packaged in 680-gram resealable pouches. Lee, known for his innovative approach to Korean cuisine at his fine-dining establishment Benu and more casual San Ho Won restaurant, brings his culinary expertise to the mass market through this partnership.
While Daesang aims to capitalize on growing American interest in Korean cuisine, the success of this premium offering will depend on US consumers’ willingness to pay more for chef-endorsed fermented vegetables.
