Jongga, Korea’s no.1 Kimchi brand since 1987, is opening an immersive experience, the Jongga Flavourverse, to London this autumn.
From 16th September – 8th October (closed Mondays), Londoners can travel with their tastebuds and discover the sights, sounds and flavours of South Korea right in the heart of Covent Garden at The Stables Gallery, next to Seven Dials Market.
Comprised of different rooms each offering everything from taste tests to a Kimchi lab, the exhibition gives visitors the opportunity to walk through time and learn about the rich history and heritage of Jongga Kimchi.
Guests will also get to tantalize their tastebuds in Kimchi Alley, as Jongga has partnered with three of London’s hottest restaurants, each taking up a week’s residency where they’ll serve up flavourful bites using Jongga Kimchi. The A-list line-up includes South Korean chef, Judy Joo, who will kick off the event with her restaurant, Seoul Bird, followed by cult favourite, Bad Boy Pizza Society, and innovative chef, Robin Gill, and his restaurant, Darby’s.
Menu highlights include deliciously creamy mac & cheese Kimchi noodles, mouthwatering Bibim-inspired kimchi pizza slices, smoky short rib and kimchi slaw buns, and more.
The flavour exploration doesn’t end there as Londoners can enjoy these Jongga Kimchi specials, plus a brand-new dish, at each of the chef’s restaurants for 20 days following their residency:
Seoul Bird, 25th September – 14th October
Bad Boy Pizza Society, 2nd October – 22nd October
Experimental Sandwich Shop (brought to you by Bad Boy Pizza Society), 3rd October – 22nd October
Darby’s, 11th October – 29th October
The pop-up comes after research from Jongga Kimchi found Britain is a nation of daring eaters with 80 per cent considering themselves ‘adventurous’ with food. Over half (54 per cent) want to travel more to experience authentic international foods, but the cost-of-living crisis is proving to be the largest barrier to travel, with 54 per cent citing it as the main reason for not being able to jet away. This rises to almost two thirds (62 per cent) for Gen Zs. The Jongga Flavourverse will give visitors the chance to experience the sights, sounds and authentic tastes of Seoul without setting foot in an airport.
Jennifer Lee, Head of Global Food Business Unit, Daesang, for Jongga, said: “We’re thrilled to be launching the Flavourverse in London this September. It’s an incredible opportunity for visitors to experience South Korean culture like never before. We hope guests will come away knowing more about Kimchi, including its versatility and gut-health benefits, and ultimately feel more confident to cook with it at home as part of their everyday meals. While we know travel is off the cards for many, this experience will bring a slice of Seoul to London – no passports required.”
The Jongga Flavourverse will open its doors to the public on Saturday 16th September for 3 weeks. Guests are encouraged to book their spot via Eventbrite so they don’t miss out, but walk-ins are available on a first come first served basis. Keep an eye on the brand’s IG page @jongga_global for more details on when the tickets will be released and a link to book.
