Daesang Gains Retail Traction in Japan with Fermented Food Push
Event summary
- Daesang participated in SMTS 2026, Japan's largest food and retail exhibition, for the first time, attracting approximately 10,000 visitors.
- The company focused on promoting its Jongga and O'food brands, highlighting its kimchi and traditional Korean sauce offerings.
- Discussions with retailers like AEON, Costco, and Ministop resulted in tangible progress toward new supply agreements.
- Four tasting menus featuring kimchi and gochujang were fully sold out, demonstrating consumer interest in fusion Korean-Japanese cuisine.
The big picture
Daesang’s foray into the Japanese market, particularly its focus on fermented foods, aligns with a broader trend of consumers seeking umami-rich and globally-inspired flavors. The company’s strategy of blending Korean traditions with Japanese culinary preferences appears to be resonating, but sustained success hinges on securing distribution agreements and navigating potential competitive responses. The move represents a significant step in Daesang’s broader ambition to strengthen its global competitiveness, following prior investments in local production and marketing.
What we're watching
- Distribution Agreements
- The success of initial discussions with major retailers like AEON will determine the speed and scale of Daesang’s market penetration in Japan.
- Consumer Adoption
- Whether the demonstrated consumer interest in fusion Korean-Japanese cuisine translates into sustained demand for Daesang’s products remains to be seen.
- Competitive Response
- Japanese food companies will likely respond to Daesang’s success with their own fermented food offerings, potentially intensifying competition.
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