Pulmuone said on the 26th that kimchi sales at its U.S. unit rose 12.3% in the first half of this year from the same period a year earlier. The company is strengthening its push into the U.S. market under a strategy to develop the kimchi business as a "cultural business" that promotes Korean food culture, rather than simply selling food products.
Pulmuone directly exports Korean-made kimchi produced at its global kimchi plant in Iksan, North Jeolla Province, to the United States. Unlike locally produced products, it supplies kimchi manufactured in Korea, differentiating itself through the taste and fermentation characteristics of authentic kimchi. From production through long-distance sea transport to local distribution, the company applies its proprietary fermentation management technology, the "Kimjangdok Cooling System," to maintain freshness and an optimal fermentation state.
Backed by this strategy, kimchi sales at the U.S. unit grew at an average annual rate of 7.5% from 2023 to 2025. This year, the company said, the growth momentum expanded further as the U.S. government mentioned kimchi in dietary guidelines released in January, and interest among local consumers increased.
The company is also continuously broadening its product range. Centered on its existing vegan whole-cabbage kimchi, it has expanded its lineup to include traditional jeotgal (salted seafood) kimchi, foodservice-only products, and private-brand (PB) products for local natural markets, responding to diverse demand.
Local marketing is also active. In March, Pulmuone collaborated with star chef Edward Lee to showcase kimchi-based menu items at the "Natural Products Expo West 2026" in the United States, and it continues to hold "Korean Heritage Night" events with the U.S. minor league baseball team, the Montgomery Biscuits. At this year's event, the company ran various programs to promote Korean food culture, including players taking the field in uniforms bearing the word "kimchi."
Pulmuone plans to further strengthen its push into the U.S. market. It intends to expand its presence in large distribution chains and new sales channels, while also adding product lines that reflect local consumer tastes, such as kimchi hot sauce and seasonings that can be used with hot dogs, chips and desserts, to boost the competitiveness of the kimchi category.
"Since the U.S. government released its dietary guidelines, interest in kimchi, a traditional fermented food, has grown even more," said Cho Gil-soo, head of Pulmuone's U.S. unit. "We will expand our lineup to include not only kimchi but also sauce products, and broaden our distribution network to strengthen our position as a leading brand in the U.S. kimchi market."
