The Localization and Global Branding of Kimchi

Kimchi, the tangy fermented vegetable dish, is now being made and sold around the world.

South Korea’s kimchi export value has risen dramatically in the past few years, going far beyond Asia. And it's consumed by not only overseas Koreans but by the locals too.

While kimchi remains a distinctly Korean dish, in recent years, those with little to no connection to the country have been producing and selling kimchi.

What is behind the rise?

In this edition, David Cann looks into the growing popularity of the dish; speaking to kimchi experts, traders and producers.

Presented and produced by David Cann.

(Picture: Kimchi being made at a traditional market in Seoul, South Korea. Credit: Reuters/Kim Hong-Ji)