The dining specialist corporation Theborn Korea is launching a global distribution business based on the export of global sauces. It has set a goal to achieve 100 billion won in overseas sales by 2030.
On the 3rd, Theborn Korea held a demonstration for the global B2B sauce launch of 'TBK (The Born Korea)' at the Shilla Hotel in Jung-gu, Seoul, and announced its global distribution business strategy. The TBK sauce is developed with the concept of sharing the authentic flavors of daily life in Korea with the world under the slogan 'Starting with taste, Theborn.'
Initially, seven types will be released, including seasoned chicken sauce, spicy stir-fry sauce, soy sauce for stir-frying, soybean paste stew sauce, kimchi seasoning powder, tteokbokki sauce, and pickled soy sauce. Four additional types including ssamjang sauce, spicy stew sauce, LA galbi sauce, and jajang sauce will be added by the end of the year.
The sauce packaging has introduced a 'QR code recipe.' The QR code contains recipe videos averaging around one minute in length. It detailed the ingredients and cooking procedures so that local chefs can easily follow along with various Korean menu recipes.
Theborn Korea also announced that it will officially begin a new overseas business model called 'global food consulting' alongside the TBK sauce launch. This new type of global B2B (corporation-to-corporation) business model suggests cooking methods and recipes optimized for local environments around the world, based on the sauces developed by Theborn Korea.
The emphasis is not merely on supplying sauces but also includes recipe provisioning and menu expansion consulting tailored to the needs of local stores. It offers a one-stop structure, providing everything from cost prediction, waste reduction, cooking efficiency, HACCP and ISO certification-based quality assurance, to chef training alongside the sauces.
Paik Jong-won, CEO of Theborn Korea, said, "While maintaining existing B2C (business-to-consumer) finished goods exports and master franchise-oriented overseas expansion methods, I will aggressively implement a differentiated overseas sales strategy unique to Theborn Korea through global food consulting, maximizing various Korean menus and cooking consulting know-how."
The global food consulting business has already tasted success. In July, it developed a 'bibimbap and rice bowl' menu for the food court at the Markthalle hypermarket located in the St. Wendel region, where the German retail giant Globus is headquartered. They simultaneously developed Korean menu offerings using local ingredients, ensured flavor homogenization through key sauces, and provided consulting on kitchen cooking equipment.
A representative from Theborn Korea noted, "The response has been positive, so we are pursuing a second store in the Eschborn area of Germany. If everything goes as planned, it is expected to open within this year." Furthermore, this representative stated, "Starting next year, we are discussing the introduction of Korean menu offerings at all locations operated by Globus in Germany and in nearby European countries like the Czech Republic." Theborn Korea believes that based on this, collaboration with major retail companies in France, the UK, and others will also be possible.
Theborn Korea aims to achieve 100 billion won in sales by 2030 through the full-scale global expansion of TBK sauce. They plan to implement a phased localization strategy focusing on major bases in Asia, America, and Europe, and expand collaboration with large retail companies and local restaurants. CEO Paik said, "To ensure the successful establishment of global B2B sauces, we plan to operate direct sauce demonstrations starting in the United States, followed by Europe, Taiwan, and China this year."
The areas of focus for business vary slightly by region. In the U.S., they are seeking cooperation opportunities with local distributors through demonstration marketing activities of sauces, while in Europe, they will focus on sales of menu consulting targeted at Korean restaurants based in Germany and France. In Taiwan, they are dedicating efforts to cooperating with large retailers such as Carrefour and Costco. In China, they are exploring opportunities to provide sauces and cooking consulting for Korean menu offerings to corporations and hospitals.
CEO Paik stated, "TBK is not just a simple product export but a distribution brand that provides recipes and global food consulting together," and added, "We will establish a virtuous cycle structure that connects the revenue generated in the domestic market with global investment and development, and return the achievements obtained in the global market back to domestic research and development (R&D) to lay a solid foundation for stable growth."