Daesang’s JONGGA Kimchi brand reaffirmed its international popularity by attracting enthusiastic attention from festival-goers at the recent HEAD IN THE CLOUDS Los Angeles 2025 (HITC LA 2025), held in Los Angeles from May 31 to June 1.
HITC LA 2025 is a large-scale festival jointly hosted by the global media company 88Rising and concert promoter Goldenvoice. The event aims to showcase Asian artists’ music and culture, drawing a diverse audience to celebrate Asian entertainment and cuisine. This year's festival featured top-tier Korean and renowned Asian musicians, along with various Asian food and beverage brands that enhanced the vibrant atmosphere.
In collaboration with popular New York restaurant Rokstar Chicken, Daesang presented two special menu items that spotlighted JONGGA Kimchi. One of the highlights was the ‘JONGGA Chicken Sandwich,’ which combined crispy chicken patty with spicy kimchi, receiving great acclaim from attendees. Another popular item was the ‘JONGGA French Fries,’ flavored with a special kimchi sauce, which quickly became the best-selling item at the event. These dishes will also be available at Rokstar Chicken locations in June.
Throughout the event, the ‘JONGGA X Rokstar Chicken’ booth saw long lines of festival-goers eager to sample the offerings. A participatory punching machine game also attracted many visitors. In addition, a promotional campaign encouraged attendees to follow the official JONGGA USA and JONGGA Global Instagram accounts and complete an ‘888 Points’ mission. Participants who succeeded received free JONGGA brand bags and special menu items.
The booth staff wore exclusive ‘JONGGA X Rokstar Chicken’ collaboration T-shirts designed by the renowned streetwear designer VANDYTHEPINK, adding a stylish touch to the event.
Kang Ae-ye, Head of Kimchi Global Business Division at Daesang, remarked, “At this international music festival gathering consumers from around the world, JONGGA Kimchi received tremendous attention, confirming its growing global stature.”
