K-Food and Film: Daesang’s New Recipe for Cultural Diplomacy

BUDAPEST, Hungary – August 19, 2026 – As the lights dimmed in a Budapest screening room on August 16, the air was thick with more than just anticipation. It was scented with kimchi jeon and savory kimchi bossam, a fitting atmosphere for the culmination of the 6th DAESANG Eat & Travel Film Festival (E.T.F.F.). On the surface, it was a celebration of student filmmaking. But beneath the surface, the event reveals a masterfully constructed system of modern cultural diplomacy, one where a South Korean conglomerate is building a global brand not just by selling products, but by exporting an experience rooted in its core value: "Respect."

Hosted by Daesang Group, a major South Korean food conglomerate, the festival is an intricate piece of a much larger global strategy. By bringing 48 university students from a record 25 countries to a historic European crossroads, the company is doing more than fostering young talent. It’s methodically weaving its Jongga kimchi brand into the fabric of a global cultural conversation, using the accessible mediums of food and smartphone film to build bridges—and markets. This year's European debut wasn't just a change of scenery; it was a declaration of intent.

A New Stage for Soft Power

The choice of Budapest was deliberate. Known as a city where Eastern and Western cultures have long intersected, its vibrant student community and rich architectural tapestry provided the ideal backdrop for a program designed to spark creative collaboration. For nearly two weeks, eight international teams explored the city, tasked with producing a five-minute short film on the theme of food using only their smartphones.

This framework transforms the city itself into a character. Participants were immersed in local Hungarian culture and cuisine, a process designed to foster inspiration and cross-cultural dialogue. The festival’s structure is a microcosm of globalization in action: diverse individuals collaborating on a common project, navigating differences in language and perspective to create something new.

The final screening event was a sensory showcase of this philosophy. As the student films flickered to life, guests were served a variety of K-Food dishes like kimchimari guksu and kimchi gimbap, all featuring Daesang’s flagship Jongga kimchi. One attendee remarked on the unique experience of enjoying kimchi dishes while watching films made by a global cohort, praising the kimchi bossam. This fusion of film and food is a powerful tool. It moves kimchi from a product on a shelf to the centerpiece of a cultural celebration, associating it with creativity, youth, and internationalism.

From Jakarta to the Danube: The Evolution of a Global Platform

This sophisticated operation didn't materialize overnight. The E.T.F.F. has been carefully cultivated over six years, evolving from a modest bilateral exchange into a significant global event. Its journey maps Daesang's expanding international focus. The first edition in 2019 involved only students from Korea and Indonesia. By 2024, it had expanded to include Vietnam, and the 5th edition in Bali hosted students from 17 countries, earning a Gold Award at the 2026 MUSE Creative Awards for its innovative event design.

This year's leap to Europe, with 48 students from 25 nations across four continents, represents a major scaling of the program's ambition. The impact on participants is profound. One student from the Budapest festival called it "one of the most memorable experiences," noting that the opportunity to collaborate with passionate individuals from around the world was the "grand prize" itself. This sentiment is echoed by past participants, who consistently highlight the skills gained in international teamwork and creative problem-solving. These festivals serve as crucial incubators, providing a space for experimentation free from commercial pressures and offering invaluable networking opportunities.

The Grand Prize of KRW 10 million was awarded to Team "ONEderful" for their film Colors of Budapest. Shim Hee-jun of Korea University, a member of the winning team, explained their artistic vision: "Rather than focusing on discrimination and hatred, we wanted to portray the process of respecting and understanding one another in a warm and heartfelt way through the themes of color and love." This theme perfectly mirrors the festival's mission and Daesang's stated corporate value.

The System Behind the Story: Kimchi, Culture, and Corporate Strategy

The E.T.F.F. is a textbook example of strategic brand alignment. It perfectly integrates Daesang’s commercial interests with its corporate social responsibility initiatives. The global kimchi market, valued at approximately USD 5.4 billion in 2025, is projected to grow to USD 8.1 billion by 2033, fueled by the "Hallyu Wave" and a rising global interest in the health benefits of fermented foods. Daesang, whose Jongga brand is a dominant player in this market, is not just riding this wave; it's actively helping to build it.

The festival acts as a powerful, non-traditional marketing engine. By positioning its products within a context of cultural exchange, creativity, and youth, Daesang elevates its brand beyond a simple commodity. It's a long-term investment in building brand affinity with a future generation of global consumers and creators.

This strategy is proving effective. Daesang's products are now in over 80 countries, and its Jongga brand holds a commanding 32% of kimchi exports to the United States. Choi Sung-soo, CEO of Daesang Holdings, directly connected the festival's success to the company's business objectives. "It was especially meaningful to see consumers from around the world enjoying a variety of kimchi dishes, reaffirming kimchi's growing prominence on the global stage," he stated. "Going forward, we will continue to support young people around the world as they develop into globally minded individuals who embody the value of 'Respect.'"

The Pocket-Sized Studio: Democratizing Cinema

Underpinning the entire festival is a key technological choice: the smartphone. By mandating its use, Daesang levels the playing field and taps into a powerful trend that is democratizing filmmaking. The high-quality cameras now standard in personal devices have dismantled the financial and technical barriers that once guarded the film industry, empowering what some believe is an era where "anyone could be a filmmaker."

This approach has gained professional legitimacy, with critically acclaimed feature films like Sean Baker's Tangerine and Steven Soderbergh's Unsane shot entirely on iPhones. Daesang's festival leverages this accessibility to unearth raw talent from every corner of the globe, focusing on the power of story over the expense of equipment.

The artistic success of this model was evident in the winning film. Judge Um Tae-hwa, the acclaimed director of Concrete Utopia, praised Colors of Budapest for its "clever direction, capturing the fleeting moment of falling in love through vivid colors." He highlighted the film's visual language, noting how "the striking contrast between the green backdrop and the red rose brilliantly visualizes the characters' emotions." This proves that a compelling narrative, artfully told, transcends the limitations of its recording device. Through this festival, Daesang is not only promoting its products but is also investing in the next generation of storytellers who will shape our shared global culture.