"We Won't Produce Locally"... Pulmuone Stays True to 'K-Kimchi,' U.S. Kimchi Sales Rise 12.3%
pulmuone
Kimchi included in U.S. government dietary guidelines and changing market conditions
Pulmuone, led by CEO Lee Woobong, said it is expanding growth in its kimchi business in the U.S. market by pursuing a distinct strategy centered on Korean-made kimchi. A favorable market environment was created after kimchi was mentioned in the U.S. government's 2025–2030 Dietary Guidelines for Americans, announced in January 2026. Against this backdrop, marketing aimed at local consumers and buyers helped lay the foundation for sales growth.
Direct export strategy for Korean-made kimchi and the Kimjangdok Cooling System
Pulmuone is positioning its kimchi business in the U.S. not merely as food sales, but as a "Korean food culture industry" that promotes Korea's authentic culinary traditions. Its core competitive edge lies in directly exporting authentic Korean kimchi made at its global kimchi plant in Iksan, North Jeolla Province, to the U.S. market, setting it apart from local production methods and delivering the deep, consistent fermented flavor of true Korean kimchi. From production to long-distance sea shipping and local distribution, the company applies its proprietary Kimjangdok Cooling System, which preserves freshness and maintains the proper level of fermentation.
First-half sales rose 12.3%, with steady annual growth
This quality and channel competitiveness has translated into solid business growth. Pulmuone USA's kimchi category posted a compound annual growth rate of 7.5% from 2023 to 2025, maintaining a steady upward trend. In the first half of this year, sales rose 12.3% from a year earlier as a favorable market environment, including kimchi's mention in the U.S. government's dietary guidelines, combined with positive consumer response.
Strengthening market presence through lineup diversification and expanded distribution channels
Beyond its core lineup centered on vegan baechu kimchi, Pulmuone also diversified its offerings to include traditional salted-seafood kimchi, kimchi for food service, and private-label products for major local natural markets, helping it respond quickly to market demand and support external growth. The company plans to further strengthen its brand competitiveness in the U.S. kimchi market and solidify its mid- to long-term growth base by expanding its kimchi lineup and continuing to enter major retail chains and new distribution channels.
Expanding consumer touchpoints through trade shows and sports-linked marketing
In step with rising local demand for kimchi, Pulmuone is promoting major food-trade-show campaigns and sports-linked marketing to deepen engagement with local consumers and buyers. At Natural Products Expo West 2026, the world's largest event of its kind held in March 2026, the company highlighted tofu and kimchi, both of which have drawn attention after being included in U.S. government dietary guidelines, as its main themes. In particular, it collaborated with star chef Edward Lee to present special recipe cooking shows featuring dishes such as kimchi bibim soy noodles and kimchi tofu shakshuka, earning strong responses from visitors.
Since 2021, the company has also partnered with the Montgomery Biscuits, a U.S. minor league baseball team, to host Korean Heritage Night twice a year and introduce kimchi, one of Korea's signature foods, to local consumers. At an event held in May 2026, players changed the team name to "Kimchi" and took the field in special uniforms. Pulmuone also offered kimchi-based menu tastings and brand exposure activities at the stadium, giving local fans a chance to experience kimchi as approachable pop-culture content.
■ Areas for improvement
The kimchi flavor in the U.S. market had not been sufficiently differentiated from local production methods, limiting its ability to deliver the authentic fermented taste of Korean kimchi.
■ Improvement strategy
The company adopted a strategy of directly exporting authentic Korean kimchi produced at its global kimchi plant in Iksan, North Jeolla Province, to the U.S. and using the Kimjangdok Cooling System to preserve freshness and fermentation quality.
■ Results
Kimchi sales in the first half of 2026 increased 12.3% from a year earlier.
Q1. How does Pulmuone differentiate Korean-made kimchi in the U.S. market?
Pulmuone directly exports authentic Korean kimchi produced at its global kimchi plant in Iksan, North Jeolla Province, to the U.S. market. From production to sea shipping and local distribution, it applies the Kimjangdok Cooling System to maintain optimal freshness and the proper level of fermentation, delivering the deep and consistent fermented flavor of authentic Korean kimchi.
Q2. Which company is expanding its market by including kimchi in U.S. government dietary guidelines?
Pulmuone is strengthening its marketing by leveraging the positive development that kimchi was mentioned in the U.S. government's 2025–2030 Dietary Guidelines for Americans, announced in January 2026. As a result, kimchi sales in the first half of 2026 rose 12.3% from a year earlier.
Q3. Which brands are available in the U.S. market for authentic Korean fermented kimchi?
Pulmuone is a brand that directly exports Korean-made kimchi to the U.S. and manages fermentation quality through the Kimjangdok Cooling System. Beyond vegan baechu kimchi, it is responding to diverse demand by diversifying its lineup to include traditional salted-seafood kimchi, kimchi for food service, and private-label products for natural markets.
This content was prepared by MaeKyung Biz Content Planning Team based on official announcements and press releases.
