Amplify and Jongga set up kimchi pop-up in Covent Garden

Amplify and Jongga have created the "Jongga Flavourverse" to raise awareness of kimchi and the South Korean food brand in the UK.

Located in The Stables Gallery in Covent Garden, guests will be able to eat from a kimchi-inspired menu from 16 September to 8 October.

Three London restaurants will each take up week-long residencies during the experience. South Korean chef Judy Joo and her restaurant Seoul Bird will set up shop first, followed by Bad Boy Pizza Society and finally Robin Gill and his restaurant Darby’s.

The menu includes mac-and-cheese kimchi noodles, kimchi pizza slices and kimchi slaw buns.

Through a back door in the pop-up, visitors can learn about the history of Jongga, including the moment when the brand transcended the earth’s atmosphere and was flung into space.

There’s also a model of a small village illustrating the traditional kimchi-making process, showing the ingredients being prepared and the holes being dug for the kimchi barrels.

Guests can also make their way into an immersive room that recreates the environment of kimchi making from 60 years ago.

Finally, visitors can walk through a set of "fridge" doors and into a special Jongga store, where they can buy the brand’s original kimchi, as well as spreads and win Jongga merchandise.

The experience was executed by Amplify, which collaborated with Hunter PR, the public relations partner of Jongga's parent company Daesang.

Simon Richardson, strategy director at Amplify, said: “Being able to build the Jongga world and tell the brand's story in a completely new way – speaking to the audience's 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.”

The chefs’ Jongga kimchi specials will be available at their restaurants for 20 days after their residencies at the event.

Jennifer Lee, head of global food business unit at Daesang for Jongga, said: “We hope guests will come away knowing more about kimchi – including its versatility and gut-health benefits – and feel more confident to cook with it at home as part of their everyday meals.”

To read the full article, visit Campaign.