The ‘2025 Jongga Kimchi Cook Off,’ jointly hosted by Target Corporation, renowned culinary school Le Cordon Bleu, the France-based AMA Association, and SF Globalize, was successfully held in England and France, drawing enthusiastic participation and garnishing acclaim.
This international culinary event aims to bolster Korea’s status as the homeland of kimchi and to showcase the excellence of Jongga Kimchi worldwide. Since its inception in 2019 through collaboration with Le Cordon Bleu’s headquarters in France, the competition has grown annual participation across Europe, featuring innovative kimchi recipes from contestants representing diverse cultures and backgrounds. It has become a prominent K-food initiative across Europe.
The UK leg of the contest took place at Le Cordon Bleu campus in London on the 17th (local time). Out of 326 applicants competing for the title, a rigorous selection process took place, with the final round featuring the top 10 participants. The event drew a particularly young demographic, especially contestants in their 20s and 30s, demonstrating the rising popularity of kimchi and K-food in Europe. Judges consisted of Le Cordon Bleu London’s Director, Chef Emil Minev; Department Head Chef Loic Malfait; and culinary instructor Chef Eric Bediat, who evaluated based on creativity, presentation, and harmony with kimchi.
The top prize was awarded to Belinda Yip, who works in marketing, for her ‘Kimchi Trio’. The second place went to chef Akash Panicker with ‘Kimchi Symphony: Roulade, Cream & Crunch,’ and third to graphic designer Erica Ho with ‘Kimchi Borek with Kimchi Labneh Dip’. The ‘Jongga Award,’ a special prize, was given to sommelier Jiachen Lu for his ‘Baekkimchi and Egg Yolk Raviolo.’
Meanwhile, the French competition held earlier on the 10th in Paris saw 332 participants competing fiercely with approximately a 33:1 ratio. Final rounds were hosted at Le Cordon Bleu Paris, judged by Deputy Principal Fabrice Daniel and culinary instructor Fabrice Debois.
Target plans to continue the ‘Jongga Kimchi Cook Off’ in the United States this September at the Institute of Culinary Education (ICE) in New York, in collaboration with the Korean Cultural Center and SF Globalize. Future plans include expanding the contest internationally to promote kimchi’s quality and innovative potential, further strengthening K-food’s global influence.
Lee Kyung-ae, Head of Kimchi Global Business at Target Corporation, expressed, “The annual Jongga Kimchi Cook Off is meaningful in raising worldwide awareness of kimchi's魅力.” She added, “We will lead the global promotion of kimchi as a top-tier Korean brand.”
Target is actively expanding its export markets to meet surging global demand by localizing strategies. Currently, Jongga Kimchi is exported to over 80 countries, including North America, Europe, Taiwan, and Hong Kong, with exports increasing more than threefold from $29 million in 2016 to over $93 million in 2023. In 2022, Target established Korea’s first large-scale kimchi factory in the U.S., and plans are underway to expand production facilities in Europe, notably in Poland. The company aims to solidify its leadership position in the global kimchi market by delivering authentic Korean taste to tables worldwide.
