Daesang's Recipe for Global Dominance: The 'Korean Twist' Goes Global

SEOUL, South Korea – June 29, 2026 – While Korean food giant Daesang Corporation celebrates the 30th anniversary of its flagship domestic brand, Chung Jung One, the real story unfolding is not one of retrospection, but of aggressive global ambition. The company is leveraging decades of fermentation expertise to power its international brand, Ofood, turning a deep-rooted Korean culinary heritage into a formidable force in the global food market. This isn't just about exporting gochujang; it's a meticulously crafted strategy to integrate the essence of K-Food into kitchens across 81 countries, from North America to Europe.

From Domestic Powerhouse to Global Player

Daesang's journey began long before the current K-Food craze. Founded in 1956, its business was anchored by the iconic seasoning brand Miwon. Recognizing a shift in consumer consciousness, the company launched Chung Jung One in the 1990s to cater to a growing demand for healthier, natural foods. It quickly became a culinary powerhouse in South Korea, mastering the production of traditional fermented staples like soy sauce, gochujang (chili paste), and doenjang (soybean paste).

This 30-year legacy of quality and technological prowess now serves as the foundation for Ofood, Daesang's dedicated global spearhead. Launched in 2017 and strategically repositioned in 2022, Ofood represents a critical pivot from a traditional export model to a more nuanced, market-integrated approach. The brand's philosophy is encapsulated in its name: the 'O' signifies both 'Ongoing'—a continuation of Daesang's fermentation heritage—and 'Open,' symbolizing a commitment to embracing diverse food cultures. It’s a strategy that has already crowned Ofood's gochujang as the definitive global market leader in its category.

The 'Korean Twist': A Strategy of Authentic Adaptation

At the heart of Ofood's expansion is a philosophy the company calls the "Korean Twist." This isn't about diluting authentic flavors but rather reimagining them for global palates. It’s a delicate balancing act between maintaining the integrity of Korean cuisine and adapting it to fit seamlessly into diverse local food cultures. Instead of simply placing a jar of traditional gochujang on a foreign shelf, Ofood develops products meticulously optimized for how consumers in different regions cook and eat.

This approach moves beyond mere product development into creating new culinary experiences. The brand's success hinges on making Korean flavors approachable and innovative. The dynamic logo, inspired by the spreading motion of gochujang, visually represents this mission: propelling the vibrancy of Korean cuisine to every corner of the globe. This strategy of authentic adaptation is proving effective, allowing Ofood to establish a significant foothold in a competitive market by offering something more than just an ethnic food item—it offers a new component for everyday meals.

Riding the Crest of the Korean Wave

The timing of Ofood's global push could not be better. The brand is a key beneficiary of the 'Hallyu' or Korean Wave, the cultural phenomenon that has seen K-pop and K-dramas captivate global audiences. This cultural export has created a powerful tailwind for K-Food, with analysts noting a direct correlation between the rise of Korean entertainment and consumer interest in Korean cuisine. In North America, for instance, K-Food now draws more attention than any other element of Hallyu except for K-Pop.

This surging demand is backed by hard numbers. South Korea's K-Food exports hit $6.21 billion in the first half of 2024, with gochujang exports alone on a multi-year growth trajectory. The South Korean government is fanning these flames, aiming to expand the K-Food industry to a staggering 300 trillion won ($227 billion) by 2027 through global certification drives and promotional campaigns. Ofood is strategically positioned at the forefront of this movement, transforming cultural curiosity into tangible market share.

Investing in a Global Kitchen

Daesang is backing its global ambitions with substantial capital investment in manufacturing and distribution. The company is building a global production network to support its 'Korean Twist' strategy, ensuring products are made closer to its consumers. In 2022, it opened a 20 billion won kimchi factory in Los Angeles and followed up by acquiring U.S. food company Lucky Foods, with plans to double the production capacity of its popular "Seoul Kimchi" brand.

Europe is the next frontier. A new, state-of-the-art kimchi factory is nearing completion in Krakow, Poland, a joint venture designed to supply the entire European continent with an initial annual capacity of 3,000 tons. Meanwhile, a 30 billion won investment in its Vietnamese plants has significantly boosted production of high-demand items for the Southeast Asian market. These investments are crucial as Daesang competes with other Korean food giants like CJ CheilJedang, whose Bibigo brand dominates the U.S. dumpling market, and Samyang Foods, whose viral Buldak Ramen is a global sensation. The race is on, and Daesang is clearly building the infrastructure to win.

"Chung Jung One's evolution into Korea's leading food brand over the past 30 years is a direct result of our consumers' trust, fueled by our relentless innovation and uncompromising quality philosophy," said Daesang CEO Jungbae Lim. "Going forward, we will continue to introduce new K-Food experiences that harmonize with diverse cultures and lifestyles, while extending the authentic flavors and values of Korea to consumers around the world."