The Korea Agro-Fisheries & Food Trade Corporation (aT) recently hosted a series of kimchi promotional events across four international branches—New York, Los Angeles, Shanghai, and Italy—with the objective of promoting Korean kimchi and enhancing its global appeal. This event served to illustrate the growing popularity of Korean culture and the increasing interest in K-food worldwide.

From June 16 to August 8, the aT New York branch collaborated with the “Skyview High” K-culture event, held on June 16 and July 28 at The Shops at Skyview, to host a kimchi recipe contest. The competition attracted considerable public interest, resulting in a 30% year-over-year increase in U.S. kimchi exports. To promote the contest nationwide, aT utilized a variety of social media platforms and disseminated event details through the CIA Culinary School and on bulletin boards at Eastern college campuses. From the 50 participants, three final recipes were selected and invited to the official contest on July 28. During the event, contestants prepared their unique kimchi-based dishes on the spot, with a jury and an audience panel of 50 casting votes to determine the winner. The winning recipe, “Kimchi rice grit with slow-roasted beef,” combined Southern-style grits with kimchi to create a distinctive and harmonious fusion, earning high praise from the judges. This event showcased the versatility of kimchi, transforming it from a traditional side dish into a unique culinary feature that resonated with a diverse audience and expanded its culinary appeal.

The Los Angeles branch collaborated with the University of Arizona to organize an online and on-campus kimchi recipe contest on September 26. The contest was open to university students and staff, and submissions were accepted via both online and in-person channels. Simultaneously, a kimchi seminar led by experts from the World Institute of Kimchi and renowned kimchi chefs highlighted the health benefits and cultural significance of Korean kimchi to local consumers. Pre-event promotions and email invitations to the campus community resulted in 32 contestants submitting their kimchi-inspired recipes. The final round featured eight contestants whose creations were evaluated based on kimchi’s distinctive properties, cost-effectiveness, and ability to be adapted to local preferences. The winning recipe, a Kimchi Empanada, a fusion of traditional Spanish pastry and kimchi, earned its creator a USD 1,500 scholarship. The winning recipe was also shared on Instagram as a recipe card to inspire a wider audience.
The Shanghai branch organized a kimchi recipe contest at ABC Cooking Studio from July 10 to July 27. The event showcased the diversity of kimchi and Korean culinary culture to food enthusiasts and consumers interested in Korean cuisine. The event was held at ABC Cooking Studio, a members-only cooking facility with 1.6 million members worldwide, which provided an ideal venue for the occasion. A total of 79 participants entered the contest, with 12 finalists selected through online preliminaries. These finalists then competed in an on-site cook-off featuring their original kimchi recipes. The top prize was awarded for a dish called “Spicy Kimchi Pan-Seared Chicken,” and the winner received a travel package to Korea.

In response to the growing interest in Korean agro-foods across Europe, the Paris branch collaborated with a network of Italian chefs to promote the use of Korean ingredients, such as kimchi, through an online and in-person cooking class held at La Signature Suite in Milan on September 27. The event targeted members of the FIPPC, an association of Michelin-starred chefs and high-end private catering professionals, introducing them to Korean ingredients such as kimchi, samgyetang (ginseng chicken soup), sauces, and Korean alcoholic beverages. Both the online and in-person cooking classes included live social media broadcasts, extending the reach of Korean recipes and strengthening Italy’s culinary connection with Korea. Additionally, the Paris branch shared recipe content online to promote Korean agro-food products, successfully fostering interest and trust in Korean foods among Italy’s culinary professionals.
Each aT branch has promoted kimchi through various events, and plans are underway to launch a Korean kimchi festival in Russia. In celebration of Kimchi Day on November 22, a large-scale kimjang (traditional kimchi-making) event and master classes will be held at a major shopping mall in Moscow to share kimchi recipes and culture. The festival aims to highlight kimchi as a trending topic in Russia, building on the growing popularity of the Korean Wave in the region.