Kimchi as a Health Solution, Bulgogi as a Protein Option Positive Signs of Mainstreaming Into Everyday Food Categories The Less Explanation Needed, the Stronger the Cultural Influence By Jongchan Lee, CEO of J&B Food Consulting Over the past several years, the letter “K” has served as one of the most powerful marketing engines in the world. Labels such as K-pop, K-food, and K-beauty instantly differentiated Korean products and cultural content in global markets. The prefix “K

Health Image Aligns with Local Needs… Rising Exports of Ramen, Snacks, and Sauces △ Jay Lee, CEO of J&B Food Consulting During a recent business trip to Chile, I was struck by the sight of long lines of young people outside a Korean instant ramen shop in Santiago. They were waiting to enjoy ‘Han River–style ramen’ using instant cooking machines—a scene that was truly surprising. Korean restaurants have also increased in number, and in many cases, local Chileans outnumber Kore