KIMCHEERS opens offline premium kimchi store targeting savvy domestic and foreign consumers

By Kim Joo-heon Posted : March 13, 2024, 17:47 Updated : March 13, 2024, 21:06
Courtesy of KIMCHEERS
[Courtesy of KIMCHEERS]

SEOUL -- KIMCHEERS, an innovative kimchi maker, has opened its first premium offline store to attract young consumers and foreign tourists with creatively designed bottles containing kimchi that retains the authentic flavors of traditional Korean pickled vegetables, reminiscent of recipes passed down by seasoned kimchi masters.

Kimchi, a traditional Korean side dish, is typically crafted by fermenting cabbage or radish with a blend of red chili powder, garlic, and ginger. Its global popularity soared, owing to exposure in South Korean films and dramas. Once predominantly found in Korean and Asian markets, kimchi is now readily available at mega-stores like Walmart and Costco in the United States. According to data released by South Korea's customs office, the country's kimchi exports increased 10.5 percent year-on-year to $155.6 million in 2023.

KIMCHEERS' first offline store in Seoul's southern district of Secho offers over 30 varieties of kimchi. "We are committed to expanding our online and domestic presence, as well as exploring international markets to make kimchi accessible worldwide," stated KIMCHEERS CEO Jun Yong-beom in an interview with Aju Korea Daily on March 12. The company produces kimchi in a manufacturing facility certified with a hazard analysis critical control point (HACCP), ensuring adherence to global food safety standards.

30 types of kimchi are available at KIMCHEERs offline store Courtesy of KIMCHEERS
[Courtesy of KIMCHEERS]

"We have plans to penetrate markets in the U.S., Southeast Asia, and Europe," added Jeon. Data from the Korea Customs Service reveals that kimchi was exported to 92 countries in 2023, with Japan, the U.S., the Netherlands, and Britain emerging as significant importers.

Kimchi's unique fermentation process poses export challenges due to gas buildup within the packaging. KIMCHEERS addressed this issue by introducing specially designed plastic bottles with valve-installed aluminum caps. These valves release gas to prevent bottle pressure build-up, ensuring product integrity. Additionally, KIMCHEERS' eye-catching labels, adorned with vibrant colors, appeal to younger consumers.

Furthermore, KIMCHEERS has expanded its product range to include Korean pickled vegetables tailored to foreign tastes. "To captivate international kimchi enthusiasts, we've introduced new pickled vegetable varieties featuring onions, tomatoes, and kale, commonly found in foreign cuisines," stated the CEO. KIMCHEERS aims to attract customers through popular global e-commerce platforms, further broadening its reach.
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