The global food and biotech firm said Japan’s kimchi consumption is shifting from lightly seasoned, non-fermented varieties towards traditionally fermented kimchi, boosting interest in Korean staples such as kimchi and gochujang.
Japan is widely regarded as one of the most mature markets for fermented foods, with products such as miso and natto already embedded in everyday diets. This familiarity with fermentation creates a favourable environment for Korean fermented products, particularly when they are adapted to local taste preferences.
For Korean food companies, success in Japan can also serve as a strategic springboard for wider international expansion, as Japanese retail markets are known for stringent quality standards and discerning consumers.
According to Daesang, its fermented food portfolio was well received at the Supermarket Trade Show (SMTS) 2026, held in Chiba Prefecture in February.
Fermented vegetables in Japan and Korea
Fermented and pickled vegetables in Japan are commonly referred to as tsukemono, while kimuchi is a Japanese adaptation of Korean kimchi that is typically milder and less fermented.
Traditional Korean kimchi is made with napa cabbage seasoned with chili flakes, garlic, fermented shrimp and fish sauce before undergoing fermentation for one to two days.
Fusion pairings target Japanese taste buds
At the show, Daesang introduced kimchi and gochujang pairings with ready-to-eat and ready-to-cook dishes commonly found in Japanese supermarkets.
These included stir-fried kimchi egg gimbap, water parsley gochujang shrimp gangjeong, kimchi tuna mayo sandwich, and gochujang nikujaga.
The umami profile of kimchi and gochujang is familiar to Japanese consumers, who already consume fermented vegetables and soybean-based foods.
Chiharu Asao, a Japanese food influencer who developed the tasting menu, commented that the fusion pairings highlighted the compatibility of kimchi and gochujang with Japanese staples.
“We created a fusion dish by adding kimchi to tamagoyaki, a familiar Japanese egg dish, ensuring that the spiciness and umami of Ilpum Kimchi harmonised with the soft texture of the egg,” said Asao.
“Although some visitors were initially unfamiliar with the idea of kimchi in a sandwich, they were pleasantly surprised by how well the flavours complemented each other after tasting it.”
Beyond taste, fermented foods are known to have health benefits – a major draw for the wellness-focused market in Japan.
Banking on health benefits of fermented foods
A recent study found fermented foods account for roughly one-fifth of the total dietary intake of Japanese adults, contributing significantly to nutrient consumption.
The researchers noted that fermented foods – defined as foods produced through microbial growth and enzymatic processes that improve shelf life – enhance flavours and can modify nutritional properties.
The growing interest in kimchi also reflects broader global momentum behind fermented foods, which have gained attention for their potential links to gut health and overall wellbeing.
Brands worldwide are increasingly positioning fermented products not only as traditional staples but also as modern functional foods that fit into everyday diets.
For companies such as Daesang, this trend presents opportunities to expand fermented Korean foods beyond Korean community markets and into mainstream retail channels in Japan.
Lim Jung-bae, CEO of Daesang Corporation, said participation in SMTS reaffirmed the market potential for fermented Korean foods in Japan.
“Our participation in SMTS 2026 served as an important opportunity to reaffirm the status of fermented foods – the core of K-food – in the Japanese market and to expand our local distribution network. Moving forward, we will continue to introduce innovative products tailored to the lifestyles of local consumers, led by Jongga and O’food, to further strengthen our presence in Japan.”
The tasting event featured Jongga’s traditional kimchi and O’food’s gochujang, two brands Daesang is positioning for further expansion in Japan as it explores partnerships with global retail chains such as Aeon and Costco.
