At Daesang Europe, we believe that Korean cuisine is more than just food—it’s a living expression of culture, identity, and connection. As the European branch of Daesang Corporation, Korea’s leading food company, our mission extends beyond introducing Korean products to new markets. We see food as a bridge: one that brings cultures closer, encourages curiosity, and nurtures mutual understanding.
Embracing Korean Culture in Europe
The global rise of Korean culture—known as Hallyu or the Korean Wave—has become a transformative force across Europe. From K-pop and K-dramas to Korean cuisine, this cultural movement has captivated a diverse and engaged audience. In countries like the Netherlands, where multiculturalism thrives, Korean food and traditions are becoming vibrant parts of everyday life.
But Hallyu isn’t just a trend. It’s a celebration of creativity, wellness, and togetherness. Through the taste of authentic kimchi, the ritual of Korean cooking, and the stories behind each dish, we invite Europeans to experience Korea in their own kitchens and communities.
At Daesang Europe, we aim to educate, engage, and enrich. We don’t just sell food—we grow culture.
Building Cultural Bridges Through Food and Education:
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Our Roots in the Netherlands
Based in the Netherlands since 1994, Daesang Europe B.V. is more than a food brand—it’s a cultural ambassador. Here, we actively collaborate with communities, schools, and institutions to bring Korean culinary culture to life.
As we welcome 2025, we look back at some of our most inspiring moments that reflect how brands can truly enhance foreign culture through meaningful initiatives.
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Supporting Korean Language Learning
Language is one of the deepest connections to culture. Since February, we’ve supported Korean language schools in cities like Eindhoven and Rotterdam where students of all ages are learning to speak, read, and connect with Korean culture.
To encourage their journey, we curated Korean culture gift boxes featuring our most iconic products:
- Jongga kimchi – Europe’s favorite Korean fermented dish
- O’food snacks and sauces – a delicious taste of Korean tradition
These products offer not just taste, but also a cultural experience—bringing Korea closer with every bite.
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Partnering with Leiden University’s Korean Language Contest
In April, we proudly sponsored the Korean Language Contest at Leiden University—a cornerstone event for Korean studies in the Netherlands. This contest celebrates linguistic achievement and reflects the growing interest in Korean heritage across Europe.
As part of our support, we gifted winners exclusive sets of premium Korean food products, turning recognition into a moment of shared celebration and flavor.
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Bringing Korean Street Food to Amsterdam
In May, we brought Korean street food to the city of Amsterdam, with the help of our sister-brand – O’food. At our Korean O’food corn dog tasting event at Shilla store in Amsterdam Zuid, local visitors got to try one of Korea’s most beloved snacks—crispy, savory, and full of flavor.
This interactive event offered more than food; it was a sensory introduction to Korean street culture, inviting food lovers to experience Korean cuisine in a personal, joyful way.
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Expanding Our Audience at Lepeltje Lepeltje
What is more? From 6th to 9th June, we will be participating in Lepeltje Lepeltje, one of the Netherlands’ beloved cultural food festivals. Surrounded by a vibrant mix of music, arts, and world cuisines, our Jongga booth will introduce thousands of attendees to the rich flavors of Korea—many for the very first time. By serving Jongga kimchi, we aim to connect with a broader European audience that’s increasingly curious about Korean cuisine. As we continue to grow, our focus is shifting to engage not only Korean food lovers but also curious Europeans who are discovering Korean culture through taste, story, and experience.
Don’t miss it out and find us at Lepeltje Lepeltje in Amsterdam.
Growing Culture, One Bite at a Time
As we step into 2025, Daesang Europe is excited to keep building bridges through Korean food and culture. From kimchi pop-ups to language partnerships and community events, we are committed to making Korean culture accessible, inspiring, and educational for all.
Follow us on @jongga_eu and discover more ways we’re shaping the Korean food story in Europe.
