Why kimchi maker Daesang bets on movies

Korea's renowned kimchi and condiment manufacturer, Daesang, is diversifying its approach to expand its global reach by entering the film industry. Instead of relying on traditional food marketing strategies, Daesang has established the Eat & Travel Film Festival (ETFF) to showcase its products on a larger scale. The sixth edition of the ETFF took place in August, and it has already garnered significant attention from both international participants and overseas consumers.

This year marked a historic milestone for the ETFF as it was held for the first time in Europe, in the vibrant city of Budapest. The festival brought together 48 students, half of whom hailed from 24 different countries. For two weeks, these participants immersed themselves in the local culture, engaging with both residents and tourists while promoting the festival and serving complimentary Korean dishes prepared using Daesang's products.

Eo Ho-kyung, the brand communication team manager at Daesang Holdings responsible for coordinating the festival annually, has observed a remarkable shift in the perception of foreigners towards Korean cuisine and Korean culture during this year's event. She noted the growing interest among the international students who participated in the festival, who utilized their smartphones to create short films.

Additionally, Eo highlighted the positive response from local residents who not only enjoyed watching the films but also savored the unfamiliar Korean dishes offered at the festival.