Daesang’s global kimchi brand Jongga has launched a gourmet kimchi line in the United States in collaboration with Michelin 3-star chef Corey Lee. The special edition, named San Ho Won Kimchi, introduces two premium varieties developed in partnership with Chef Lee and his acclaimed restaurant San Ho Won, and the products are gaining strong popularity across the U.S.
Chef Corey Lee, the first Korean to receive three Michelin stars, is internationally recognized for his culinary innovation. He operates the fine-dining restaurant Benu and the casual Korean eatery San Ho Won in San Francisco, both of which have earned global acclaim with three and one Michelin stars, respectively.
This collaboration is part of Daesang’s effort to bring the depth and versatility of kimchi to more people in the rapidly growing U.S. market, with the premium line debuting this past January. Combining Jongga’s 38 years of fermentation expertise with Chef Lee’s deep-rooted belief in kimchi as a cornerstone of Korean cuisine, this collaboration delivers a uniquely refined and elevated culinary experience.
The San Ho Won Kimchi line debuts with two distinct varieties. Original Kimchi features a deep, savory flavor profile elevated by cheonggak (a vitamin- and mineral-rich seaweed) and a vegetable-based broth, delivering the bold, spicy taste of traditional kimchi with added richness and depth. Baek Kimchi (white kimchi) is made with a low-fermentation method that allows for slow aging. This version offers a refreshing, mildly tangy broth and crisp vegetable texture, balanced by a subtle sweetness from apple. Both products are pre-cut for easy serving and come in 680-gram resealable pouches for convenient refrigeration and storage.
To mark the launch, a behind-the-scenes promotional video capturing the development of the gourmet edition San Ho Won Kimchi was recently released, highlighting the inspiration behind the product and the use of fresh ingredients to underscore the culinary value of kimchi. The video is available on the official O’Food and Jongga YouTube channel, Ask.Savorista (https://www.youtube.com/@AskSavorista/videos).
San Ho Won Kimchi will replace the current house kimchi served at San Ho Won restaurant and is now available at H Mart locations across the U.S., with plans to expand to major online platforms in the near future.
Chan-ki Jeong, Head of Global Kimchi Marketing at Daesang, commented, “As kimchi consumption continues to surge in the rapidly growing U.S. market, we planned this special collaboration to widely promote the appeal and value of kimchi,” adding, “Through this partnership with a star chef, we aim to elevate Jongga’s standing in the U.S. and hope it serves as a catalyst for positioning kimchi as a premium culinary ingredient and enhancing the value of K-food.”
With global interest in kimchi on the rise, Daesang is accelerating its export and localization efforts through targeted regional strategies and expanded global initiatives. Jongga Kimchi is now distributed in over 80 countries, including regions across the Americas and Europe, as well as markets in Asia such as Taiwan and Hong Kong. Daesang’s kimchi export revenue has more than tripled, from $29 million in 2016 to $93.9 million in 2023, driving the growth of the global kimchi market. In 2025, the brand is projected to become the first single kimchi brand to surpass $100 million in export volume.
In 2022, Jongga became the first Korean food brand to establish a large-scale kimchi production facility in the U.S., enabling local manufacturing. The company is also moving forward with plans to build a new production base in Poland to support expansion into the European market.
