[Cover Story] K-food trend ② by reporter Sue Suomi Succeeded through
fermentation research and development of packaging technology, recently attracted attention for its immunity enhancement

'Taste Kimchi', the most visited Jongga restaurant overseas. Jonggajip has taken the lead in the'globalization of Korean kimchi' by researching lactic acid bacteria that improve the taste of kimchi and developing new packaging technologies.

The popularity of Korean traditional fermented food'Kimchi' is soaring around the world. In recent years, amid growing interest in foods that enhance immunity from Corona 19, kimchi exports recorded a record high. According to statistics on import and export trade of the Korea Customs Service, Korea's kimchi exports amounted to $144.5 million last year, an increase of more than 80% compared to 2016.

This increase in exports is led by Daesang's kimchi brand'Jonggajip'. Among the total kimchi exports, the proportion of Jonggajip is 41%. The export value of kimchi at Jonggajip was $59 million last year, more than double that of 2016.

The fact that Korean kimchi is gaining popularity as a leader in Jonggajip kimchi seems to have an impact on the results of research by experts on the immunity-strengthening effect of kimchi. In particular, in July 2000, the research team of Professor Emeritus Jean Busque of Montpellier University published a paper that analyzed the relationship between the number of COVID-19 deaths and differences in dietary habits by region, drawing attention. This thesis revealed that'the countries that mainly eat fermented cabbage have a common point with a small number of deaths', and emphasized the importance of'fermented cabbage (kimchi)' that Koreans eat. Professor Jang Busuke is a world-renowned authority in the field of respiratory and allergies, who served as the president of the World Federation for the Fighting of Chronic Respiratory Diseases (GARD). In Korea, since last year, the research team of Dr. Min-Sung Kwon of the World Kimchi Research Institute has been conducting research on the'antiviral efficacy of kimchi against Corona 19'.

Jonggajip logo with a tile drawing.

'Jonggajip' is Korea's first packaged kimchi brand. Ahead of the 1988 Seoul Olympics, the need to'commodify' emerged in order to promote kimchi, the representative Korean food, to the world. Above all, it needed a packaging technology that maintains the taste over time for standardization that does not differ in taste no matter where and when it is eaten and exports abroad. In 1988, a standardized recipe was developed with advice from Kimchi experts, such as Hwang Hye-sung, a culinary researcher, the late National Important Intangible Cultural Property, who was the master of Joseon's royal food. Also, for effective packaging, experts gathered to commercialize kimchi. The brand name was set as'Jonggajip' in the sense of'standardizing hand taste that has been passed down from generation to generation'. A tiled roof was drawn on the logo of the Jonggajip. Jonggajip was the first packaged kimchi, which contributed greatly to the formation and growth of the market.

Jonggajip kimchi has also been patented for its packaging technology. The biggest challenge in commercializing kimchi for the first time was to catch carbon dioxide. During the fermentation and aging process, the packaging material swelled due to the generation of carbon dioxide gas due to the characteristics of'breathing' kimchi. In 1989, Jonggajip succeeded in developing a technology to put a gas absorbent that traps carbon dioxide in the kimchi packaging. It was a new technology that could maintain the packaging shape and prevent damage in the distribution process without affecting the taste and quality of kimchi. In 1990, this technology was registered as a patent, and the following year, it acquired the KS mark for the first time in the industry. In 1995, it acquired the traditional food quality certification mark and was selected as a world-class product.

Meanwhile, Jonggajip developed canned kimchi so that it can be eaten as easily as canned food. In addition, a packaged kimchi using PET containers has also been released so that consumers do not have to transfer kimchi to a container. PET packaging that considers convenience beyond simple plastic packaging has expanded to export, and now in Japan, packaged kimchi in plastic containers accounts for more than 80% of the sales.

Jonggajip started researching kimchi lactic acid bacteria in 2001 and succeeded in cultivating the kimchi lactic acid bacteria called'Ryukonosstock DRC0211' four years later. Kimjang kimchi, which is usually marinated at home and buried in the ground, has a cool and deep taste, but the problem is that after a certain period of time, the lactic acid bacteria suddenly decrease and the taste of kimchi quickly becomes sour. Jonggajip took this into consideration and isolated 500 kinds of lactic acid bacteria from kimchi, which tasted best, and succeeded in finding long-lasting lactic acid bacteria while producing good taste. And they started commercializing this lactic acid bacteria by grafting it into Jonggajip's kimchi.

In 2011, Chinese cabbage was fermented to make'vegetable lactobacillus fermentation liquid ENT', a natural antibacterial agent. This lactic acid bacteria, which has been patented, has a strong antibacterial effect that protects food from substances produced by harmful microorganisms, and can extend the shelf life of food by 50% or more by inhibiting microorganisms that cause spoilage. Currently, it is widely used not only in fresh foods such as kimchi, tofu, and fish cake, but also in beverages, confectionery, health functional foods, and cosmetics, and is evaluated for expanding the area of application of kimchi lactic acid bacteria.

In 2017, the research on kimchi lactic acid bacteria was carried out in collaboration with the Ministry of Agriculture, Food and Rural Affairs to develop'Kimchi fermented seed bacteria DRC1506' with excellent fermentation ability. This was named'Ryukonosstock Mecenteroides Jonggajip Kimchi Eye' and registered a patent. This fermented seed was also published in the international Journal of Microbial Systematic Classification (IJSEM), a renowned academic journal, and has been used in Jonggajip kimchi since February 2017.

The kimchi that is currently most popular in Jonggajip, a brand with the largest market share of packaged kimchi in Korea, is'pogi kimchi'.

The kimchi that is currently most popular in Jonggajip, a brand with the largest market share of packaged kimchi in Korea, is'pogi kimchi'. Kimchi made with cabbage as it is, and you can enjoy a crispy and cool taste based on the seasoning of the central region based in Seoul and Gyeonggi area. In addition, Jeolla-do kimchi, a rich seasoned kimchi made with salted anchovies from Namhaean, has quickly become known as the representative kimchi of Jonggajip within half a year of its launch, thanks to the response of consumers. The most popular products next to Bogi Kimchi are Kimchi, Yeolmu Kimchi, and Chonggak Kimchi, which are the most sought after in foreign countries. These four types have been halal certified and are exported to Arab countries, including Indonesia and Malaysia.

Participated in the Kimchi Cooking Contest at Jonggajip in France in January 2021.

Jonggajip kimchi is currently in 40 countries around the world, including Asia, the Americas, and Europe, including Taiwan, Hong Kong, and Japan. Now, the locals consume more than 90% of exports to Japan and more than 80% of exports to Asian countries such as Hong Kong, Taiwan and Singapore. In recent years, the number of locals looking for kimchi in western countries such as the Americas and Europe is on the rise. It is also advancing to remote regions such as Africa and South America.

A commemorative photo taken at the Kimchi Cooking Contest at Jongga House in November 2020.

In particular, the increase in exports not only in Asia but also in North America is remarkable. Until now, Daesang has sold Jonggajip Kimchi to various distribution channels in the United States. From 2019, the demand for kimchi in the US is increasing, and stores are expanding to major hypermarkets. Amid the growing number of Asian food outlets, Korean kimchi is also becoming more representative of Asia.

An official of Jonggajip said, "Up to 5-6 years ago, more than 90% of the customers who purchased kimchi in the US were Koreans, but the rate of purchase by locals is increasing rapidly." As for the reason, “In the past, most of the cases were purchased through word-of-mouth of people whose friends or acquaintances were Koreans, or those who tasted kimchi through a trip to Korea. Recently, as the number of young people sharing K-pop content through YouTube and the like has increased, and Korean star fans such as BTS and Ryu Hyun-jin have formed, interest in the representative Korean food, Kimchi, has increased.”

On the other hand, in Asia, sales of kimchi at local close-up restaurants in China increased significantly. Sales jumped mainly at large club stores (membership marts) such as Costco, and the sales range is expanding from large cities to small and medium-sized cities. Jonggajip has also established an overseas factory to establish its status as a global kimchi brand. In China, a new plant in Lianyungang began operating in October last year to produce kimchi locally. The US is also promoting the establishment of a kimchi production plant with the goal of operating this year.

Jonggajip is the first in the domestic industry to acquire the'Kosher' certification mark, which is regarded as a food safety reliability standard in North America and Europe, and is adding strength to the export of kimchi. An official of Jonggajip said, “We plan to export kimchi to the Kosher market worth about $250 billion, which aims not only for Jews and Muslims, but also for vegetarians and well-being.”