Korean food powerhouses Jongga and Nongshim Farmer’s Heart have appointed local celebrity chef Datuk Dr. Chef Wan as its first Malaysian brand ambassador at Malaysia’s first Kimchi Festival held at The Curve, Mutiara Damansara on November 26, 2022.
Jongga and Nongshim Farmer’s Heart are best-selling kimchi brand and ramyun noodle brand in Korea, respectively. The two renowned brands were introduced to Malaysians by KMT Jaya Sdn Bhd, the exclusive distributor of the Korean national brands.
Datuk Dr. Chef Wan was appointed as their brand ambassador for one year to frontline these major brands with the intention of raising awareness among Malaysians while establishing Kimchi as a versatile component in every meal – be it for breakfast, lunch, or dinner.
At the event hosted by K PLUS Food Market, Chef Wan was also certified as a kimchi expert by the Seoul Kimchi Academy after undergoing intensive Kimchi-Making Specialist Course in Seoul, South Korea.
He has returned to Malaysia to introduce Korean-Malaysian fusion dishes to all Malaysians such as the Kimchi Mee Goreng, among others.
Chef Wan’s first stint as the new brand ambassador of Jongga and Nongshim Farmer’s Heart saw him putting on a show at the Kimchi Festival to demonstrate his kimchi making skills by preparing traditional kimchi, kimchi pancakes, and his creative use of kimchi in Malaysia’s favourite dish Mee Goreng.
“I am sincerely delighted to have been given this opportunity to represent both Jongga and Nongshim Farmer’s Heart as a brand ambassador. Many people do not know how kimchi can be integrated into a variety of both local and international dishes.
“After learning how to make Kimchi professionally, things have not been the same as I now have a deeper appreciation for the traditional Korean staple dish, and I have begun experimenting and incorporating it into a multitude of local dishes.
“With that, I look forward to sharing my profound love for Kimchi with Malaysia, so that they are able to experience Kimchi as I have,” said Chef Wan.
The Kimchi Festival held from November 20-27, 2022 outside the K PLUS Food Market premises featured different types of kimchi, as well as imported Korean ingredients that are used to make them.
Visitors from all walks of life were able to discover Korean traditions through a hands-on cultural experience.
Many activities such as traditional Korean games, Korean food competitions were organized in the spirit of commemorating the tradition of making kimchi.
Classes hosted by a Korean chef to educate the public on how to prepare kimchi were also held for 40 participants on the first and last day of the Kimchi Festival.
“There is no one more suitable than Datuk Dr. Chef Wan to be the face of these Korean powerhouses, Jongga and Nongshim Farmer’s Heart with the knowledge and experience he has in the food industry.
“We trust that all Malaysians are able to connect with local food through our brilliant brand ambassador and fall in love with Kimchi too,” said KMT Jaya Sdn. Bhd founder and chairman Datuk Matthew Lee.
