Daesang announced on February 23 that it successfully participated for the first time in Supermarket Trade Show 2026 (SMTS 2026), Japan’s largest food and retail exhibition, held from February 18 to 20 in Chiba Prefecture.
Hosted by the New Supermarket Association of Japan, SMTS is a key annual event that highlights food and retail trends across the country. Marking its 60th edition this year, the exhibition recorded its largest scale to date, with more than 2,200 companies from 16 countries and approximately 83,000 visitors in attendance.
At the event, Daesang showcased its flagship kimchi brand Jongga and global food brand O’food, underscoring the competitiveness of Korean food products and reinforcing its standing as a comprehensive food company.
The company’s booth attracted more than 10,000 visitors during the exhibition. Daesang held business consultations with major Japanese retailers including Aeon, Costco and Ministop, generating tangible commercial outcomes.
With rising interest in kimchi and traditional Korean sauces, Daesang noted a shift in Japan’s kimchi consumption trend from non-fermented varieties to fermented products. Reflecting this change, the company received distribution inquiries for its premium Ilpum Kimchi. O’food Gochujang, produced using traditional manufacturing methods, also drew significant attention.
One of the highlights of the exhibition was a tasting program tailored to local food culture. Daesang introduced “delica”-style menu items—ready-to-eat dishes popular in Japanese supermarkets—such as stir-fried kimchi egg gimbap, minari gochujang shrimp gangjeong, kimchi tuna mayo sandwich and gochujang nikujaga. These dishes, made with kimchi and gochujang, were well received for offering accessible and trendy recipes. A total of 2,400 servings of the four tasting menus, along with an additional 2,600 servings of mat kimchi and tofu kimchi, were completely distributed during the event.
Japanese food influencer Asao Chiharu said visitors responded more positively than expected to kimchi-based sandwiches, noting that the combination of kimchi with familiar Japanese ingredients such as rolled egg created a harmonious and novel flavor.
Daesang’s booth design also drew attention. Inspired by tree rings, the space featured a large LED screen and incorporated Korean mother-of-pearl craftsmanship into brochures and tasting containers. Visitors commented that the red color scheme evoked kimchi and that the traditional design elements effectively conveyed Korean identity.
Lim Jung-bae, CEO of Daesang, said participation in SMTS 2026 reaffirmed the status of K-food—particularly fermented products—in the Japanese market and provided an opportunity to expand local distribution networks.
Daesang entered the Japanese market in 1978 by establishing its local subsidiary Daesang Japan. The company currently exports a range of products to Japan, including kimchi, seasonings, sauces and ready-to-eat foods. In 2023, it launched Daesang Food Japan to strengthen local production capabilities. Last year, it further expanded consumer engagement by hosting the “Kimchi Blast Tokyo 2025” pop-up event in Shibuya, Tokyo.
