Why kimchi maker Daesang bets on movies
Korea's kimchi and traditional sauce giant Daesang is thinking outside the box to promote its products globally — turning to movies instead of conventional food marketing. The company's Eat & Travel Film Festival (ETFF), which held its sixth edition in August, is attracting growing interest from international participants and overseas consumers. Held for first time in Europe this year, the…
Korea's renowned kimchi and sauce manufacturer, Daesang, is taking a novel approach to expanding its market presence overseas – the film industry. Instead of relying on traditional food promotion methods, Daesang has launched the Eat & Travel Film Festival (ETFF), which is gaining traction among global audiences. This year marked the festival's sixth edition, held in Europe for the first time, and it saw an impressive turnout of 48 participants, including students hailing from 24 different countries.
The festival's manager, Eo Ho-kyung, has observed a shift in how foreigners perceive Korean cuisine and Korea itself. The international students, who contribute to the festival by creating short films using their smartphones, have been particularly enthusiastic about the experience. Simultaneously, the positive response from local residents in Budapest who have enjoyed the films and sampled unfamiliar Korean dishes has been noteworthy.
Written by urgent.news from The Korea Times's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
