[Edaily Reporter Kim Ji-woo ] Baek Jong-won, CEO of The BORN Korea, is accelerating the expansion of overseas sales channels for Korean sauces by personally conducting cooking demonstrations in the United States. This move is part of the company’s strategy to shift away from a business structure centered on restaurant franchises and cultivate the sauce business as a new growth engine.

#The BORN Korea announced on the 27th that CEO Baek recently held three TBK sauce product introduction and demonstration sessions during a business trip to the U.S. for executives from local food distribution companies, including JFC International (JFC) and Wizmetac Asian Foods (Wizmetac), to discuss potential future business collaborations.

These demonstrations are part of The BORN Korea’s strategy to expand its TBK sauce business as it seeks to transition from a business structure centered on restaurant franchises to become a global comprehensive F&F (food and beverage) company. CEO Baek introduced ways to use TBK sauces and showcased dishes to representatives from local distribution companies.

JFC is an Asian food distribution company affiliated with Japan’s Kikkoman Group. Through its distribution network across the United States, it supplies more than 15,000 varieties of Japanese and other Asian foods. It supplies products not only to specialty Asian food distribution channels and foodservice operators but also to the mainstream retail market, including major U.S. supermarkets.

Approximately 50 people attended the demonstration held at JFC’s headquarters, including on-site participants and representatives from other branches who joined via online video conference. CEO Baek personally demonstrated 12 dishes—including kimchi coleslaw, rosé tteokbokki, and spicy grilled chicken—using nine varieties of TBK sauces, such as galbi marinade, seasoned chicken sauce, tteokbokki sauce, and kimchi seasoning powder.

Following the demonstration, discussions were held with representatives from JFC, which manages major U.S. distribution channels, to explore the potential for TBK sauces to enter the local consumer market.

They also conducted a cooking demonstration for representatives from Wizmetac, which operates a distribution network across the United States. Wizmetac offered suggestions on developing Home Meal Replacement (HMR) products using TBK sauces and local marketing strategies. Based on this, The BORN Korea plans to explore future product development and distribution partnerships.

CEO Baek had previously visited Canada in August to sign a Memorandum of Understanding (MOU) with Sunray Group, a local hotel and real estate company, to collaborate on the foodservice business. The two companies are exploring plans to convert existing stores in the Greater Toronto Area to The BORN Korea brands and to open new locations using facilities owned by Sunray Group.

The BORN Korea aims to expand the scope of its global business by securing a sauce distribution network alongside the expansion of its overseas restaurant locations. In particular, the company is focusing on enhancing user convenience, such as by enabling local consumers to access a variety of Korean cooking recipes through QR codes attached to TBK sauce products.

A representative from The BORN Korea stated, “TBK sauces are products that embody the menu development and culinary know-how we have accumulated over the years, and they are receiving a positive response locally as well,” adding, “We will continue to expand cooperation with local companies in various countries and implement follow-up procedures for existing MOUs to achieve tangible business results in the global market.”