Cooking demonstrations and tastings highlight brand's push to expand food industry partnerships

Visitors sample products at The Born Korea's booth during the 2026 Food Week Korea expo. [The Born Korea]
Visitors sample products at The Born Korea's booth during the 2026 Food Week Korea expo. [The Born Korea]

The Born Korea announced it is participating in the 2026 Food Week Korea — the 21st Seoul International Food Industry Exhibition — held at COEX in Seoul's Samseong-dong through Saturday, presenting 11 products under its sauce brand TBK (THEBORN KOREA).

The event is a comprehensive food trade show covering food manufacturing and retail, restaurant solutions and food technology, now in its 21st year. The Born Korea is operating its TBK booth under the concept "SCAN & COOK," featuring 11 products including kimchi seasoning powder, seasoned chicken sauce and galbi marinade sauce. The booth also includes a cooking and tasting area where The Born Korea's chefs demonstrate recipes on-site.

TBK is a sauce brand built on the menu development and culinary expertise The Born Korea has accumulated through running its restaurant brands. It was designed to help overseas food service operators reproduce consistent hansik flavors. A QR code on the top of each product package links to standardized recipes and instructional videos.

The Born Korea has been expanding its sauce business. CEO Baek Jong-won held three TBK sauce demonstration sessions for executives at major US food retail companies during a business trip to the United States in October, presenting 12 dishes — including kimchi coleslaw, rose tteokbokki and spicy grilled chicken — using nine TBK sauces. The company also discussed potential partnerships covering B2B and B2C sauce supply, consumer-facing retail distribution and home meal replacement product development.

"We will promote TBK sauce's differentiated competitiveness while expanding opportunities for collaboration with companies," a company official said.


andy@heraldcorp.com