Daesang │ Anuga │ Cologne, Germany
Design, Booth construction, Logistic, Manpower, Documentation and Branding
2025 Daesang Anuga
ANUGA 2025, recognized as the largest food exhibition worldwide, offers a key venue for identifying emerging trends and innovations across the global food sector. In 2025, the event reached an unprecedented scale, bringing together over 8,000 exhibitors from 118 countries and welcoming approximately 160,000 attendees. For the first time in the exhibition’s history, Korea was named the official Partner Country, reflecting the rising international interest in K-Food.
Daesang Marks Successful Debut at ANUGA 2025, Laying Groundwork for Expansion into Europe
Daesang successfully showcased its brands Jongga and O’food at ANUGA 2025, the world’s largest food trade fair, held from October 4 to 8 and attended by approximately 160,000 visitors. Throughout the five-day exhibition, the Daesang booth attracted up to 3,000 visitors daily, with three fusion-style dishes featuring Jongga Kimchi receiving particularly enthusiastic responses from attendees.
The booth drew widespread attention with its distinctive “Vibrant Bloom” design concept, which incorporated traditional Korean minhwa artwork. Reflecting Daesang’s corporate identity, the space featured a symbolic tree rising five meters from strong roots, creating a visually striking centerpiece. This creative fusion of Korean heritage and contemporary design not only highlighted the aesthetic appeal of K-Food but also significantly elevated Daesang’s brand presence.
More than a product exhibition, the booth conveyed Daesang’s 69-year legacy, brand philosophy, and elements of Korean culture, leaving a lasting impression on European consumers and local media alike.
