Jung Festival London: Korean Food, Culture and Jang

Jung Festival was an unforgettable experience.

Seeing so many people come together in London to celebrate Korean food and culture was deeply moving. The festival attracted people of different ages and backgrounds, including visitors from outside London, elsewhere in the UK and even overseas.

One woman told me that she had flown from Germany specifically to attend. There were reports of extraordinarily long queues, yet people still waited because they wanted to experience the food, meet the makers and take part in the celebration.

As someone who remembers a time when very few people in Britain knew much about Korea, the warmth and curiosity shown throughout the festival meant a great deal to me.

Remembering when Korea was less familiar

When my family moved to Birmingham during the cold, dark winter of 2001, many of the people we met knew very little about Korea. Those who had heard of the country often associated it only with North Korea.

When people asked where I was from and I answered “Korea”, I was sometimes met with the question: “Which part of China is that?”

Twenty-five years is a long time, and the change since then has been remarkable. From PSY’s “Gangnam Style” in 2012 to BTS, BLACKPINK, Korean film, television, beauty and food, people around the world have developed a much broader appreciation of Korean culture.

Jung Festival seemed to bring that change together in one place. People from many different walks of life came with a genuine interest in Korea and its food.

“The warmth, curiosity and appreciation people showed for Korean culture was something I could hardly have imagined when we first arrived in the UK.”

Korean food in all its forms

The food at Jung Festival reflected many different sides of Korean cuisine. Visitors could discover traditional favourites such as sundae and yakgwa, as well as contemporary creations including gochujang cookies and cauliflower kimchi.

I already knew that people enjoyed Korean food. What I did not know was how strongly they would respond to traditionally made jang, or how interested they would be in the families who have dedicated generations to preserving these methods.

Discovering traditionally made jang

So many visitors wanted to learn about the stories and history behind the producers represented by Jungdam.

Some tasted artisanal gochujang and immediately compared its depth of flavour with the mass-produced versions they had at home. Others smiled as they experienced the rich, complex taste of five-year-aged jinjang for the first time.

These reactions were especially meaningful because Jungdam was created to share more than a finished product. We want people to encounter the knowledge, patience and human stories behind Korea’s traditional foods.

At the festival, that purpose felt real. Visitors were not simply tasting jang. They were connecting with a living part of Korea’s culinary heritage.

Conversations that stayed with me

I met many thoughtful and passionate people over the course of the festival.

One visitor made her own yakgwa and asked me to compare it with the traditional yakgwa shared by Jungdam. I have to say, hers was very good, and far better than many of the industrially produced versions commonly found in both the UK and Korea.

I also met a family with a lovely young daughter who spoke with me about checking the ingredients and production methods of gochujang for halal suitability. It was a valuable reminder that food goes beyond just eating, and can hold a very important place in our values.

Another visitor was so passionate about rice that they wanted to pursue a PhD in the subject. Every conversation revealed a different connection with Korean food.

The community behind the festival

I am also deeply grateful to the other independent brands and stallholders who took part.

There was a genuine spirit of support. People worked hard, shared what they had and wanted those around them to succeed. Their energy made spending around 12 hours on my feet for four days not only bearable, but memorable and enjoyable.

This was my first time running a festival stall, and it was something of a baptism of fire. I managed it with the kindness of the people around me.

Someone found cable ties to help hang the Jungdam banner. Another person shared a tablecloth. Others kept me hydrated with refreshing sujeonggwa and sikhye. These small acts of generosity became an important part of my memories of the event.

Was it worth it?

Was it tough? Yes.

Was it worth it? Absolutely.

Thank you to everyone who visited Jungdam and showed such kindness, interest and support.

Thank you to the stallholders who worked together to make the festival such a welcoming experience, and to the organisers who made the event possible while dealing with the many unexpected challenges that arose at the venue.

Most of all, thank you to everyone who came to celebrate Korea. Seeing so many people connect with its food, craftsmanship and heritage is something I will remember for a very long time.