[Provided by The Born Korea]
[Provided by The Born Korea]

The Born Korea said Thursday that CEO Paik Jong-won visited local restaurants in the United States to introduce TBK Sauce and menu ideas to chefs and explore partnership opportunities.

Paik visited a restaurant called Oshigye in Los Angeles to present a lineup of 11 sauces and the dishes they can be used to make. After reviewing the restaurant's menu structure, kitchen setup and cooking staff, he exchanged views on which sauces would suit the venue's operating conditions, along with standardized recipes and preparation methods.

The visit is part of an effort to extend the company's business-to-business outreach to local restaurants abroad. The strategy is to tailor menu and cooking recommendations to each venue's conditions, then broaden the scope into consulting on staffing, ingredient supply and taste standardization.

TBK Sauce is a B2B product developed to replicate hansik flavors overseas. The lineup spans 11 varieties — including kimchi powder sauce, seasoned chicken sauce and galbi marinade sauce — and each product carries a QR code linking to standardized hansik recipes and preparation instructions.

Paik's latest moves follow through on overseas business plans he outlined at a TBK Sauce launch briefing in September last year, when he said he would visit markets abroad to introduce the products and propose menus and cooking methods using local ingredients.

Since then, Paik traveled to Thailand, Taiwan, China, the United States and Canada over roughly two months — from September through November — to discuss product supply and business cooperation. In Thailand, he held talks with a local food distribution company on supplying TBK Sauce. The Born Korea is also reviewing a plan to offer hansik menu items using TBK Sauce at food courts inside stores run by a global retail company.

In Taiwan, the company held a product briefing for a rest-stop operator, proposing sauce supply for its food courts. In China and the United States, Paik conducted product demonstrations and held business discussions with food-service operators.

Talks have advanced considerably in North America and Thailand, particularly on the scope of product supply, distribution methods and menu applications. The Born Korea plans to finalize detailed business terms and assess the possibility of signing MOUs, then move ahead in earnest with TBK Sauce supply and business cooperation through local distribution networks.

"CEO Paik Jong-won is visiting overseas markets in person to introduce TBK Sauce to local companies and food-service businesses and gauge market demand and partnership potential," a company official said. "We will work to advance discussions with companies in the United States, Thailand and other markets, while also broadening our reach to individual restaurants to explore how the sauces, recipes and preparation methods can be put to use together."


andy@heraldcorp.com