[News Space=Reporter seungwon lee] Pulmuone USA, the American subsidiary of Pulmuone, announced on the 4th that it will be conducting a plant-based food campaign to celebrate Earth Month in April and to spread awareness of a sustainable eating culture for the health of both the earth and the planet to local consumers.

Amid the K-food craze and growing interest in plant-based foods for health in the U.S., Pulmuone USA is working to raise awareness of sustainable eating habits among local consumers by applying limited edition packaging designs to its key plant-based products, including tofu and kimchi, to celebrate Earth Month and releasing a campaign promotional video featuring brand ambassador Chef Edward Lee on the campaign website.

First, we will apply bright and vibrant illustration designs containing the beauty of nature to the packages of major products such as tofu and kimchi and sell them for the month of April. There are a total of 13 products available as limited editions, including Extra Firm tofu, Super Firm tofu, and Mild kimchi. The limited edition package design contains messages suggesting sustainable lifestyles that can be practiced in everyday life, such as planting trees, enjoying outdoor activities, and practicing a plant-based diet, for each product.

In addition, a QR code linking to the campaign website was inserted into the product packaging, allowing consumers to easily access information about Pulmuone's sustainable values, healthy eating habits for the environment, and various plant-based food recipes.

Chef Edward Lee, Pulmuone Brand Ambassador who participated in this campaign, said, “I am very happy to be able to work with Pulmuone in pursuit of the value of sustainability,” and “I hope to pass on a better world to the next generation through sustainable food that is considerate of health and the environment.”

“We planned this campaign to widely inform that practicing a sustainable diet can bring about positive changes not only to personal health but also to the global environment,” said Ellen Kim, team leader of Pulmuone USA’s marketing communications team. “Pulmuone USA plans to introduce Pulmuone’s plant-based foods to more American consumers through continuous new product launches and active consumer communication.”

Meanwhile, Pulmuone has been leading the growth of the local tofu market by continuously releasing innovative products tailored to the tastes and needs of American mainstream consumers, and as a result, has maintained the top spot in the U.S. tofu market share for 10 consecutive years since 2016.

Last year, tofu sales grew by about 12% year-on-year, reaching an all-time high. Representative products include 'High Protein Tofu' with 1.8 times more protein content than regular products, 'Super Firm Tofu' with firmness 2-4 times higher than domestic tofu, seasoned tofu with no fishy soybean smell, and topping tofu cut into cubes ready to eat.