Kimchi brings both health and beauty, according to devotees trying to promote South Korea's most famous food, a pickled and fermented vegetable dish, to the wider world.
"You know why there are so many beautiful women in Korea and Korean women have such smooth skin? It's because they have been grown on kimchi," claims Kim Sung-Hoon, who chairs an upcoming Gwangju Kimchi Festival.
"If you want to age gracefully and have beautiful skin, eat Korean kimchi," said Kim, a former agriculture minister.
Such assertions are not new given kimchi's iconic status, it has its own museum in Seoul and was blasted into space with the country's first astronaut in 2008.
There have even been claims, unsupported by scientific evidence, that it can ward off bird flu and Severe Acute Respiratory Syndrome.
But some experts agree that substances in the side dish, which is eaten with just about every meal, may delay skin ageing.
"I would like to say to foreigners: eat Korean kimchi a lot," said Professor Song Yeong-Ok of the Kimchi Research Institute at Busan National University.
Lactic acid bacteria and plant chemicals may help retard skin ageing and reduce cholesterol levels, she said.
Kimchi is made from various fermented vegetables including cabbage, radishes and cucumbers.
"The calorie content is very low and it's full of fibre and vitamins," Song told AFP at a recent promotion attended by European diplomats for this autumn's festival.