South Korean businessman Paik Jong-won expands his empire with the introduction of a new sauce label, TheBorn Korea, for a worldwide marketing campaign.

TheBorn Korea, led by celebrity chef and franchise mogul Paik Jong-won, has unveiled a new sauce brand named TBK. The move is a strategic response to the soaring global demand for Korean cuisine, addressing the lack of sauce-making capabilities abroad.

Paik, who is personally involved in the international product demonstrations, sees being on-site as crucial for streamlining the decision-making process and building trust more quickly with overseas partners. His presence symbolizes a fresh start and a humble approach, even as CEO.

TBK offers an integrated approach that allows international partners to introduce Korean menu items with consistency and efficiency. Each product features a QR code linking to quick recipe videos for easy local adaptation. The company's initial offering includes seven core varieties, such as kimchi and fried chicken-inspired flavors, with plans to expand to 11 by year-end.

The company's global strategy is built on a virtuous cycle, reinvesting domestic revenue into global expansion while channeling overseas earnings back into research and development at home. Paik pledged to build a stable foundation for long-term expansion, aiming to generate 100 billion won ($72 million) in overseas revenue by 2030.

TheBorn Korea seeks to secure the financial means to create a more sustainable, mutually beneficial relationship with its franchise partners through this approach. The company has already begun piloting this model in Europe, with a lineup of bibimbap dishes at a hypermarket in Wendel operated by Globus. A second location is currently under development in Eschborn, with further discussions underway to roll out Korean offerings to all Globus stores in Germany and other European markets.

Paik will pursue distribution deals, retail partnerships, and restaurant consulting during these international product demonstrations. The company mainly targets partnerships with large foodservice and franchise operators. Paik Jong-won, CEO of TheBorn Korea, stated that sauce is the backbone of any franchise business.

In addition, TheBorn Korea has begun testing its integrated kitchen solution focused on introducing Korean dishes with international partners, including companies in the United States, Europe, and Southeast Asia. The company aims to expand its food consulting model to other markets beyond Europe.

With TBK, TheBorn Korea is poised to revolutionize the way Korean food is enjoyed around the world, offering a solution that combines authentic flavors with the efficiency and consistency needed for successful global expansion.

South Korean businessman Paik Jong-won expands his empire with the introduction of a new sauce label, TheBorn Korea, for a worldwide marketing campaign.