Daesang's Jongga Joins HITC LA 2025, Showcasing Kimchi's Global Appeal

- Jongga × Rokstar Chicken booth to pop up May 31–June 1 at Brookside at the Rose Bowl in Pasadena

- Two exclusive kimchi-inspired dishes and on-site giveaways to highlight brand presence

SEOUL, South Korea, May 28, 2025 /PRNewswire/ -- Daesang's global kimchi brand Jongga is set to make a flavorful appearance at Head in the Clouds: Los Angeles 2025 (HITC LA 2025), an international music and arts festival.

Hosted by global media company 88rising and concert promoter Goldenvoice, HITC LA is one of the largest festivals spotlighting Asian artists, drawing global attention through its blend of music, art, and culinary experiences. This year's festival will take place from May 31 to June 1 at Brookside at the Rose Bowl in Pasadena, California, featuring performances from top Korean acts and celebrated artists across Asia, as well as food booths designed to appeal to international palates.

As part of the festival, Daesang will partner with New York-based eatery Rokstar Chicken to launch two collaborative menu items made with Jongga Kimchi: the Jongga Chicken Sandwich, featuring a crispy chicken patty paired with the spicy-savoriness of Jongga Kimchi, and the Jongga French Fries, topped with a generous helping of Jongga Kimchi and a custom house sauce for a creative twist on classic comfort food. Those menu items will be available at Rokstar Chicken locations in June.

Visitors to the Jongga × Rokstar Chicken booth can also take part in an interactive punching game challenge. Those who follow the official Jongga USA or Jongga Global Instagram accounts and hit a score of 888—a playful reference to 88rising—will receive a Jongga string bag and complimentary samples of both signature dishes.

To add even more style to the booth, staff will be outfitted in custom-designed Jongga x Rokstar Chicken T-shirts created in collaboration with rising streetwear designer VANDYTHEPINK, giving the booth a fashionable edge on the festival grounds.

Kyeong-ae Lee, Head of Daesang's Global Kimchi Business Division, shared, "This global music festival is the perfect platform to let more people experience Jongga Kimchi," adding, "We're proud to showcase our brand here and will continue working to make Jongga kimchi a true global staple, worthy of its No. 1 position in the world."

About Daesang Corporation 

Founded in 1956, Daesang Corporation has been one of the world's largest producers of fermented food products for over 60 years, and has grown to be the global leading Korean based food company by operating global brands such as Jongga, and O'Food which provides sauce, ready-to-eat meals, and many more products. Headquartered in South Korea, the company has also manufacturing subsidiaries in United States, Poland, China, Indonesia, and Vietnam. Visit www.daesang.com/en for more information. 

About Jongga 

In Korean, the word 'Jongga' refers to the careful craft and mastery of passing down authentic recipes from one generation to the next. Since 1956, Daesang Corporation has been a leader in Korean pantry staples, and its Jongga brand has been the number one producer of authentic kimchi in Korea since 1987. As the first brand to commercialize packaged kimchi globally, it is also the leading imported Korean kimchi brand in the United States. 

Jongga Kimchi products are made with quality ingredients, are plant-forward, gluten-free, probiotic-rich, and are available across the world. Since developing the starter bacteria to control the vegetable fermentation process, Jongga Kimchi encourages lactic acid and bacteria while discouraging other microbes, making the fermentation process safe and stable, delivering high quality kimchi with deep flavor. This also makes kimchi a probiotic-rich dish with many health benefits, helping to balance the immune system, offering antiviral effects. 

SOURCE Daesang Corporation