South Korea’s top kimchi brand, Jongga, will make its mark at the renowned music and arts festival “Head in the Clouds: Los Angeles 2025” (HITC LA 2025) as part of its strategy to expand its global influence in North America, a rapidly growing market for K-food. The festival, co-hosted by global media company 88rising and concert promoter Goldenvoice, is the largest event celebrating Asian artists, combining live music, art, and food experiences.
Taking place on May 31 and June 1 at Brookside at the Rose Bowl in Pasadena, California, HITC LA 2025 will feature performances by leading Asian musicians, including popular Korean acts, alongside diverse food offerings. For the event, Jongga has teamed up with New York-based restaurant Rokstar Chicken to introduce two exclusive collaboration dishes: the “Jongga Chicken Sandwich” and “Jongga French Fries,” which will also be available at Rokstar Chicken outlets across the U.S. starting in June.
Visitors to the Jongga x Rokstar Chicken booth can also participate in an interactive punching game challenge. Those who follow Jongga USA or Jongga Global’s official Instagram accounts and hit a certain score will receive free samples of signature menu items. Daesang employees will join the festival wearing limited-edition T-shirts designed in collaboration with emerging streetwear label VANDYTHEPINK, enhancing the event’s lively atmosphere.
Kyung-ae Lee, head of Daesang’s Kimchi Global Business Division, said, “Global music festivals like HITC LA provide the ideal stage to introduce Jongga Kimchi to a wider audience. We are committed to establishing Jongga as a must-have global food brand, living up to its reputation as Korea’s No. 1 kimchi.”
Earlier this year, Daesang promoted its brands, including Jongga and its global food line OFood, at Natural Products Expo West 2025 in Anaheim, California, reinforcing its presence in the U.S. market. The company continues to innovate, introducing food ingredients like allulose, as it strengthens its position in the international food industry.
