Why kimchi maker Daesang bets on movies

Korea's kimchi and traditional sauce giant Daesang is thinking outside the box to promote its products globally — turning to movies instead of conventional food marketing. The company's Eat & Travel Film Festival (ETFF), which held its sixth edition in August, is attracting growing interest from international participants and overseas consumers. Held for first time in Europe this year, the festival brought together 48 students, half of them from 24 countries, who spent two weeks engaging with locals and tourists in Budapest while promoting the event and serving free Korean dishes made with Daesang's products. Eo Ho-kyung, brand communication team manager at Daesang Holdings who coordinates the festival every year, has renewed her perception of foreigners’ positive reception of K-food and Korea during this year's event. She pointed to not only the growing interest among international students participating in the festival, where they produce short films using smartphones, but also to the positive response from local residents who enjoyed the films and Korean dishes unfamiliar to West