Daesang Positions Itself as a Global Food Industry Leader at THAIFEX-Anuga Asia 2026

Seoul, South Korea — Daesang will participate in THAIFEX-Anuga Asia 2026, a leading exhibition in the Asian food industry, held from 26–30 May in Bangkok. Organised by Thailand’s DITP and TCC, alongside Koelnmesse, this year’s exhibition is the largest in its history, spanning 140,000 square metres, featuring 3,300 exhibitors and 88,000 buyers.

At the event, Daesang will present four flagship product categories—kimchi, seaweed, sauces, and home meal replacements (HMR)—as part of its strategy to strengthen global expansion. Leveraging decades of experience in Indonesia and Vietnam, Daesang relies on its localisation advantages to increase international market penetration. This effort will be reflected in an integrated pavilion that combines three of Daesang’s main brands, asserting the company’s heritage and identity on the global stage.

Led by the number one kimchi brand, Jongga, alongside the global food brand Ofood and the Indonesian local brand Mamasuka, Daesang will present a range of premium products from each line. Mamasuka’s flagship products have established a strong presence in the Indonesian market and are expected to be a major attraction for exhibition visitors. The halal-certified Hotlava sauce offers versatility for various dishes, from dipping to stir-fries, while GimBori seaweed—popularly eaten with fried rice—provides a practical and crunchy snack for modern households.

Daesang will also present popular products manufactured in Vietnam, such as Jongga Mat Kimchi and Ofood Cup Tteokbokki, while demonstrating its local market potential through various menu creations. To attract buyers, Daesang will host tasting sessions featuring dishes such as Mat Kimchi Seafood Salad, which highlights the signature crunchy texture of Jongga Mat Kimchi, as well as Tteokbokki and Hotlava Beef Stir-Fry. Through these direct experiences, Daesang aims to demonstrate the superiority and competitiveness of its products to industry players.

The design of the Daesang booth will celebrate the cultural diversity of Southeast Asia through the visual presentation of the Jongga, Ofood, and Mamasuka product lines, while highlighting the company’s strengths, ranging from local production capabilities to international quality certifications. This approach serves as a way for Daesang to assert the strength of its global brand portfolio, which maintains its core identity while evolving in harmony with local culinary tastes and cultures.

To enrich the visitor experience, Daesang will feature interactive touchscreens throughout the exhibition area and provide dedicated consultation spaces involving professionals. These facilities are intended to encourage more intense interaction and open opportunities for business cooperation with buyers.

Jungbae Lim, CEO of Daesang, stated, “Our participation in THAIFEX-Anuga 2026 is a significant momentum to demonstrate our brand competitiveness to global buyers. Daesang’s localisation strategy in Southeast Asia, including Indonesia and Vietnam, will continue to strengthen the position of K-Food in the world market.”