In recent years, kimchi has grown increasingly popular globally as a fermented food packed with probiotics and vitamins, supporting gut health. This has placed South Korea on the global stage as a culinary and cultural hotpot, with its intrinsic ties to the entertainment industry through how kimchi is marketed internationally via celebrity endorsements and consumption. Its intersections with the rise of K-pop and dramas have inspired many to become invested and interested in having their own experiences and encounters with what the nation offers, whether through making or trying kimchi within their local restaurants and stores or households.

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According to the Korea Customs Service, there has been a significant boom in the popularity of kimchi, depicted through the number of export markets, with the largest being Japan, the United States, the Netherlands, the United Kingdom, Hong Kong, Australia, and Canada. In an effort to capitalize on the growing global interest and attention kimchi possesses and further its expansion, W Korea 2024 worked with the Ministry of Agriculture, Food and Rural Affairs, and Korea Agro-Fisheries & Food Trade Corporation to launch the Korea Kimchi Festival in Los Angeles, London, Sydney, and New Delhi. Other partners and collaborators include the Korean Culture Centre, e.g., the Korean Culture Centre India, local creators within each host city, and local kimchi brands, e.g., Quickimchi and Sing Sing Plus Kimchi.