[Edaily Reporter Shin Su-jeong] #TheBonKorea is ramping up operations of its YouTube channel, TBK, to target the overseas Korean sauce market. The strategy aims to leverage the influence of CEO Baek Jong-won’s content by linking sauce products with recipe videos, and to expand sales channels targeting overseas foodservice operators and distributors.

The Bon Korea announced on the 10th that it has revamped its YouTube channel “TBK,” dedicated to promoting Korean cuisine globally, and unveiled its sauce recipe content series, “TBK Secrets.” The channel introduces the 11 varieties of TBK QR Sauce developed by The Bon Korea and operates by providing cooking instructions and video demonstrations of dishes using the products via QR codes embedded on the packaging.

In the first video of “TBK Secrets,” CEO Baek personally appeared to demonstrate a recipe for stir-fried pork using TBK sauces. The Bon Korea has added English subtitles to the channel’s content, targeting overseas chefs, restaurant operators, and representatives from local food and distribution companies as its primary audience.

TBK QR Sauces is a line of sauces for the overseas market first introduced in September of last year. At that time, The Bon Korea initially released seven varieties and announced plans to launch additional products. Currently, select products such as tteokbokki sauce, pickled vegetable sauce, and jajang sauce are available for purchase on the TBK online store.

Since the launch of TBK QR Sauce last year, The Bon Korea has been actively pursuing sales to overseas companies. The company explained that it is currently receiving requests for product samples from the U.S., five European countries, and two Asian countries. Sales on Amazon U.S. began last April, and offline sales in Canada are set to launch in mid-June.

In conjunction with the TBK channel revamp, The Bon Korea is also hosting a product trial event for domestic consumers. Until the 19th, the first 500 customers on The Bon Mall will receive three varieties of sauce: doenjang jjigae sauce, spicy stir-fry sauce, and spicy stew sauce.

A The Bon Korea representative stated, “While we have been promoting the TBK QR Sauce business to local companies overseas, our goal is to expand our business reach to users and chefs worldwide by leveraging the YouTube TBK channel.” They added, “We will implement a global expansion strategy by combining sales activities targeting overseas companies led by our Overseas Business Division with sales approaches targeting individual overseas users utilizing CEO Baek Jong-won’s IP, such as YouTube.”