Amplify and Jongga Kimchi Bring Tastes of South Korea to London with Pop Up Exhibition

Global creative agency Amplify has cooked up an immersive experience with Korea’s no.1 Kimchi brand, Jongga, set to open in London this autumn. 

From 16th September – 8th October, Londoners can take their taste buds on a journey to 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. The pop-up, which is free to visit, is closed on Mondays. 

The Jongga Flavourverse is comprised of different rooms each offering immersive and experiential moments, 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 taste buds in Kimchi Alley, as Jongga has partnered with three London restaurants who will each be taking up a week’s residency where they’ll serve up flavourful bites using Jongga Kimchi. The A-list line-up is comprised of 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 finally innovative chef Robin Gill, and his restaurant, Darby’s.

Through partnerships and programming, bringing some of London's most exciting food brands together with Jongga for limited edition Kimchi collabs, the Jongga Flavourverse showcases the amazing versatility of kimchi as a culinary ingredient, helping the brand reach and resonate with a key demographic of foodie Londoners in the process.

Menu highlights include creamy mac and cheese Kimchi noodles, mouth-watering 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. 

Simon Richardson, strategy director at Amplify, said, “Introducing one of Korea's most loved brands to one of the world's best food cities was a really rewarding creative challenge to take on. The Jongga Flavourverse ticks all the boxes, showcasing why Jongga Kimchi is an ever-present ingredient in kitchens across Korea. Being able to build out the Jongga world and tell the brand's story in a completely new and audience-first way, speaking to their love of travel and taste exploration by transporting them to the vibrant streets of Seoul, was a pleasure for the entire team. Through collabs with some of the city's best food pop-ups and institutions, we hope the experience converts the curious and surprises seasoned kimchi fans in equal measure.”

Amplify executed the project, developing it from concept to completion, while collaborating with Hunter PR as Daesang’s public relations partner. 

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 z's. 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 three 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.