[Edaily Reporter kim mi-kyung ] Pulmuone Corporate is accelerating its push into the U.S. market by prioritizing its “authentic Korean kimchi” strategy. Thanks to a combination of this strategy and localized marketing efforts—such as the U.S. government’s inclusion of kimchi in its official dietary guidelines—the company’s kimchi sales in the U.S. surged significantly in the first half of this year.

Pulmuone Corporate(017810)The company announced on the 26th that sales from its U.S. kimchi business in the first half of this year increased by 12.3% compared to the same period last year.

According to Pulmuone Corporate, the key to this growth lies in its export strategy of “authentic Korean kimchi,” which sets it apart from locally produced alternatives. The company is pursuing a differentiated strategy of directly exporting Korean kimchi produced at its Global Kimchi Factory in Iksan, North Jeolla Province, rather than manufacturing it locally. The company explains that its competitive edge lies in maintaining optimal fermentation conditions and freshness by applying its proprietary “Kimjang-dok Cooling System” throughout the entire process—from manufacturing to ocean transport and local distribution.

Financial performance is also showing steady growth. Kimchi sales at Pulmuone Corporate’s U.S. subsidiary grew at an average annual rate of 7.5% from 2023 to 2025, and in the first half of this year, the growth rate expanded to 12.3% due to increased interest following the inclusion of kimchi in the U.S. government’s “Dietary Guidelines for Americans 2025–2030,” combined with the effects of local marketing efforts.

Analysts note that diversifying the product lineup and expanding distribution channels have also contributed to this growth. The company has broadened its offerings beyond its existing lineup centered on vegan whole-head kimchi to include traditional jeotgal kimchi, kimchi exclusively for foodservice, and private-label products for local natural food markets, while continuing to expand its presence in major retail chains.

The company is also strengthening its local marketing efforts. Last March, at “Natural Products Expo West 2026”—the largest natural foods trade show in the U.S.—it hosted a cooking show featuring kimchi in collaboration with star chef Edward Lee. Additionally, in partnership with the Montgomery Biscuits, a U.S. minor league baseball team, it organized a “Korean Cultural Heritage Night” event, featuring kimchi tastings and brand experience programs.

Pulmuone Corporate plans to expand its lineup of localized products tailored to U.S. consumers’ tastes. The company’s strategy is to broaden its product range into the sauce category—including kimchi hot sauce and seasonings—and strengthen its position in the U.S. kimchi market by expanding its presence in major retail chains and new distribution channels.

Cho Gil-soo, CEO of Pulmuone Corporate USA, stated, “Local interest in and demand for kimchi have increased significantly since the U.S. government released its dietary guidelines,” adding, “We will continue to accelerate the expansion of our sauce category and entry into new distribution channels to solidify our position as the leading brand in the U.S. kimchi market.”