This New Take on a Korean Pantry Staple Has Changed the Way I Cook

I pretty much always have gochujang, a Korean chili paste and pantry staple, in my fridge. Think of it as a sort of tomato paste or harissa: Add a little bit to a pasta, a soup, a stew, or even a batch of eggs, and it delivers a unique depth of flavor, and some spice to go along with it.

Mine always came from H-Mart (I live close to one — yes, I’m bragging), in the little red square container. I thought it was fine, but I didn’t really know what to expect. But recently, I discovered a new brand that completely changed the way I think about the staple. It tastes so much better than any other gochujang I’ve ever had in the U.S.

Potluck Gochujang

Potluck’s gochujang comes in a 7.4-ounce jar that to the undiscerning eye (read: in my partner’s opinion), may look like edibles. I can’t blame her for thinking that: After all, the way the logo wraps the jar, all you can see in one quick glance is big bold lettering that reads “POT.” 

According to the founder, Jen Arsenault, the jars were originally supposed to be toothpaste-style tubes like the ones tomato paste or harissa come in. But there was one problem: Unlike those two staples, gochujang is a fermented product, and one day she returned to find all of the tubes exploded in her home. So back to the jars she went. 

This is all to say, the packaging is cute, could be cuter, but the flavor is what you’re here for. And that’s evident from the very first taste. It’s all at once spicy, sweet, and funky, something I’ve never experienced with my H-Mart gochujang, which tastes more like hot sugar paste in comparison.

And this is no mistake. It turns out that H-Mart gochujang, and most gochujang available in the U.S., hasn’t changed since the 1970s. Look closely, and you’ll see that these red jars are filled with preservatives and added sugars that dull the taste. 

Potluck’s approach couldn’t be more divergent. Arsenault tells me that Potluck’s gochujang is made by small producers throughout South Korea, and has no preservatives or added sugars. Of course, doing it this way means the price is much more expensive — $18 to H-Mart’s $5 — but the difference in flavor couldn’t be clearer.

Potluck’s gochujang is a sweet, tangy, and spicy product that when tried side-by-side with the gochujang I’ve been using for years, is far superior. And this isn’t just seen during a taste-test either, it’s clear when cooking with it, too. When using Potluck, my pastas came out more flavorful and my stews had more depth of flavor. In fact, it wasn’t even close. When I schmeared it on salmon and baked it, the crust on top was a little less caramelized — there is less sugar, so this makes sense — but still, the end result was much more complex and far more interesting. 

Put simply, it’s like making a cup of pour-over coffee with artisanally-roasted beans versus one with Folgers. No shade to Folgers, but what do you want to drink every single morning, if money is no object? 

Potluck Ssamjang

The brand doesn’t just make gochujang, though. Potluck also makes a delicious ssamjang, a barbecue-style sauce that doesn’t need to be cooked. It has a delicious fishy flavor to it and is perfect for dipping vegetables, marinating meat, or, hear me out, mixed with mayo and spread on sandwiches. 

Bottom line: Once you get a taste of Potluck’s jangs, you’ll never go back to the old stuff. I know I won’t be anytime soon. 

Potluck Combo