WithLike Selected for LIPS II Program to Expand IP-Based K-Food Overseas

A brand-commerce company that builds products around content intellectual property has been selected for a government-backed support program, expanding its platform for growth.

WithLike said it was finally selected for the 2026 Innovative Small Business Investment-Linked Support Program (LIPS II) run by the Small Enterprise and Market Service. The program, operated by an agency under the Ministry of SMEs and Startups, supports commercialization by selecting small businesses that have attracted private investment and show growth potential and market viability.

LIPS II links funding needed for expansion, including product development, brand upgrades and overseas entry. The ministry has broadened a model that combines private investment with policy funding to help small businesses scale up, and has recently included more content- and brand-based companies among key targets.

WithLike was selected based on a business model that uses content IP from influencers and chefs, the company said. It has worked with Heebab, Jeong Ji-seon and Myeong Hyeon-man to plan and distribute K-food products such as ready-to-eat meals, meal kits and ramen. The food industry has increasingly adopted “IP commerce” strategies that pair well-known figures’ recognition with their content reach.

The company has also posted results overseas. WithLike placed products in H Mart, an Asian grocery distribution channel in the United States, and ran local promotions to secure sales performance. H Mart, which has grown on demand for Korean and other Asian foods in North America, is often used by South Korean food companies as a foothold for overseas expansion.

Demand for K-food has been rising globally, led by ramen and ready-to-eat meals. According to the Ministry of Agriculture, Food and Rural Affairs and other sources, South Korea’s food exports have steadily shifted toward a higher share of processed foods, with ready-to-eat meals and ramen established as major export items. As a result, more small and midsize food companies are attempting overseas expansion by combining content and branding.

WithLike said it plans to use the selection to broaden its product lineup, strengthen brand competitiveness and expand overseas distribution. The company said it will continue to build differentiated product-planning capabilities through its IP-based collaboration model.

A company official said the selection reflects recognition of the growth potential of its business structure combining content IP and food, adding that WithLike plans to accelerate product development and expansion in global markets.



* This article has been translated by AI.

Copyright ⓒ Aju Press All rights reserved.