Sell “Why It’s Good” in the Language of U.S. Consumers—Focus on Ingredients Reframe Flavor Through Familiar Contexts Like BBQ Sauce and Everyday Eating Avoid Information Overload and Awkward English—Design Products by Channel By Jongchan Lee, CEO of J&B Food Consulting K-food has now become a global hotspot in the food industry. However, the traditional Korea-centric approach to product development and marketing has clear limitations. It is time to revisit several key princip