Daesang Corporation announced on May 28th that it will participate in the upcoming THAIFEX-Anuga Asia 2025, Asia’s largest food exhibition, held in Bangkok from May 27th to 31st. The company will prominently showcase its flagship brands — Jongga, O’food, and MamaSuka — as part of its strategy to expand its presence in the global food market.
This year marks the 21st edition of the event, which is jointly organized by the Department of International Trade Promotion (DITP) under Thailand’s Ministry of Commerce, the Thai Chamber of Commerce (TCC), and Koelnmesse. It is expected to host approximately 3,100 companies from over 50 countries, attracting more than 90,000 industry buyers and visitors. The theme for this year is “Beyond Food Experience,” emphasizing innovative and experiential aspects of the food industry.
At the exhibition, Daesang has designated four product categories as its core focus: kimchi, dried seaweed (gim), sauces, and convenient meals (HMR). The company aims to highlight the excellence of its products and successful localization through its brands, Jongga, O’food, and MamaSuka.
Particularly, Daesang will feature its traditional Korean kimchi products such as Baechu kimchi and MatKimchi, along with a variety of other kimchi varieties developed to suit local tastes, garnering significant attention. Additionally, halal-certified products including gochujang (red pepper paste), kimchi, and beverages like Hongcho (a traditional Korean fruit punch) are positioned as key offerings targeting global consumers.
The exhibition also showcases locally adapted products such as cup tteokbokki (spicy rice cake snack) and seasoned gim produced in Vietnam, as well as MamaSuka’s tteokbokki, fish cakes, seasoned gim, and sauces made in Indonesia. These products have successfully been localized to appeal to Southeast Asian markets, with MamaSuka seasoned gim notably gaining popularity and ranking as a top snack option in Indonesia.
During the event, Daesang plans to provide product tastings and distribute promotional items and samples at its booth to enhance brand recognition. Dedicated category managers are actively engaging in product demonstrations and business consultations, aiming to create new export contracts and strengthen partnerships.
Lee Kyung-ae, head of the Kimchi Global Business Division, stated, “This exhibition presents a valuable opportunity for Daesang to showcase its global brand competitiveness to the worldwide food industry. We also plan to continue tailoring our strategies and innovating products to strengthen our foothold not only in Southeast Asia but also in European and Middle Eastern markets.”
