{
  "id": 20130179,
  "title": "Why kimchi maker Daesang bets on movies",
  "url": "https://urgent.news/2026/11/15/why-kimchi-maker-daesang-bets-on-movies",
  "topic": "world",
  "section": "World",
  "published": "2026-11-15T07:02:03.000Z",
  "source": {
    "name": "The Korea Times",
    "slug": "the-korea-times",
    "url": "https://www.koreatimes.co.kr/business/companies/20261115/why-kimchi-maker-daesang-bets-on-movies"
  },
  "original_language": "en",
  "account": "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.\n\nThe 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.",
  "summary": "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…",
  "key_points": [
    "Daesang, a kimchi maker, launches Eat & Travel Film Festival.",
    "ETFF held in Europe for first time, with 48 participants.",
    "International students create films, locals enjoy Korean cuisine."
  ],
  "editors_take": "Leveraging film festivals to introduce Korean cuisine signals a shift toward experiential marketing that targets global audiences through cultural immersion rather than traditional food promotion methods.",
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}