Baek Jong-won Introduces 'TBK Sauce' to U.S. Distributors, Accelerating North American Expansion

Baek Jong-won, CEO of The Born Korea, has actively promoted his self-developed 'TBK Sauce' to major food distributors in the United States.
 
The Born Korea announced that Baek held three TBK Sauce demonstration events recently for local food distribution companies, including JFC International and Wizmetak Asian Foods, to discuss potential business collaborations.
 
JFC, a subsidiary of Japan's Kikkoman Group, supplies Asian food products across the United States. Approximately 50 attendees participated in the demonstration at JFC's headquarters, including both in-person and online participants from various branches.
 
During the demonstrations, Baek showcased 12 dishes, including kimchi coleslaw, rose tteokbokki, and spicy grilled chicken, using nine varieties of TBK Sauce, such as galbi marinade, seasoned chicken sauce, tteokbokki sauce, and kimchi seasoning powder. He explained the characteristics and uses of the sauces while answering questions from attendees.
 
Following the demonstrations, discussions were held with key distribution channel representatives from JFC regarding the potential for selling products to general consumers. The Born Korea plans to explore opportunities for sauce supply between businesses and entry into U.S. distribution channels.
 
Demonstrations were also conducted for representatives from Wizmetak, who have a distribution network across the U.S. This session focused on developing home meal replacement products using TBK Sauce and local marketing strategies.
 
This visit to the U.S. is part of The Born Korea's ongoing strategy to expand its business in North America. In August, Baek signed a memorandum of understanding (MOU) with Canada's Sunray Group for collaboration in the restaurant business. The two companies are considering converting existing locations in the Greater Toronto Area to The Born Korea's brand and exploring additional openings.
 
The Born Korea is also pursuing plans to produce B2B sauces for Hong Kong Banjum in collaboration with global food companies in the U.S. The first item will be sweet and sour pork sauce, aimed at reducing logistics costs and supply times while securing a supply base in the North American market.
 
Last September, The Born Korea launched TBK Sauce with a goal of achieving 100 billion won in overseas sales by 2030. The strategy combines sauce sales, recipe provision, and food consulting to secure revenue sources beyond its existing restaurant franchise business.
 
A representative from The Born Korea stated, "TBK Sauce is a product that incorporates our accumulated menu development and cooking know-how, allowing users to easily follow various Korean recipes through the QR code on the packaging. We aim to expand collaborations with local companies and implement follow-up procedures from existing MOUs to achieve visible business results in the global market."