CJ CheilJedang announced on August 7 that its product, "Crazy Spicy Kimchi(습김치)," has received the main prize in the "Brand and Communication Design" category at Germany's prestigious "2025 Red Dot Design Award."
The Red Dot Design Award is organized by the Design Zentrum Nordrhein Westfalen in Germany and is one of the top three design awards globally, annually selecting entries that combine innovation and creativity from over 7,000 submissions. It comprises three categories: Product, Concept, and Brand & Communication, making it one of the most respected accolades in the design industry.
Winning for its "Crazy Spicy Kimchi," this spicy and addictive Silbi Kimchi product was highly rated for its branding strategy tailored to the Millennial and Gen Z demographics and digital consumption trends.
The product breaks free from traditional food package design by prominently featuring a Korean logo with a bold and witty name. Its minimalistic packaging design effectively communicates the product's attributes, leaving judges with a fresh impression.
The name "Crazy Spicy(습)" is inspired by the sound one makes when eating something spicy, and since its launch in April, it has gained significant attention, primarily through social media. This viral success translated into sales, with cumulative sales reaching approximately 75,000 units by the end of July. Building upon this success, the brand recently expanded its lineup with the launch of a new "Crazy Spicy Green Onion Kimchi."
A CJ CheilJedang representative commented, "This award is significant as it recognizes not only the product packaging but also our unique brand identity and cultural creativity on an international level. It will serve as an example of introducing Korea's distinctive spicy flavor culture to the global stage in a creative manner."
