Rethinking Product Development Strategies for Entering the U.S. Market – U.S. Correspondence by Jay Lee (169)
- nofearljc
- Mar 30
- 3 min read
Sell “Why It’s Good” in the Language of U.S. Consumers—Ingredients Matter
Reframe Flavor Through Familiar Contexts Like BBQ Sauce and Everyday Eating
Avoid Information Overload and Awkward English—Design Products for the Right Channel
By Jongchan Lee, CEO of J&B Food Consulting
K-food is now one of the hottest categories in the global food industry. However, the traditional Korea-centric approach to product development and marketing is clearly reaching its limits. It is time to revisit the key principles that companies must address when entering the U.S. market.
With products like Buldak ramen going viral on TikTok and Bibigo dumplings dominating Costco’s frozen aisle, countless Korean food companies are knocking on the door of the U.S. market. Yet, many products that succeed in Korean convenience stores fail on Amazon, and domestic bestsellers often collapse in front of U.S. buyers with a simple comment: “This doesn’t fit our consumers.” The difference between success and failure lies in whether the product has been rewritten in the language of the American consumer.
First, companies must sell not just “taste,” but “why it’s good.” Nearly 48% of U.S. consumers check ingredient lists and nutrition facts before purchasing. If a product cannot quickly answer the question, “Why is this good for me?” it will not make it into the shopping cart.
Kimchi needs a probiotic story. Doenjang needs to be positioned as a fermented protein source. Black garlic requires an antioxidant narrative. However, since these fall under FDA-regulated structure/function claims, label review must be conducted carefully before market entry.
Second, companies must redefine the “landing point” of flavor. Gen Z and Millennials are already familiar with spice, fermentation, and umami. The issue is not intensity, but context. What works as a salty side dish eaten with rice in Korea may feel overwhelmingly salty when consumed alone as a snack in the U.S.
This is why gochujang-based sauces have succeeded when repositioned as BBQ sauces or burger spreads—such as the hit products at Trader Joe’s. The success came not from changing the flavor itself, but from changing the “eating story.”
Third, packaging is a three-second battle. On average, U.S. consumers spend just three seconds deciding whether to pick up a new product. A common issue with Korean packaging is information overload and unnatural English.
The front of the package should include only three elements: the product name, one key claim, and a clear usage image. Instead of “Serve with rice,” phrases like “Great on tacos, wings & noodles” create immediate connections to everyday American meals.
Fourth, distribution channels define product specifications. Deciding where to sell is not just a distribution strategy—it determines product design. Costco prioritizes bulk size and price competitiveness. Whole Foods requires clean labels and often Non-GMO certification. Amazon favors bundle strategies to increase average order value.
For new brands, a phased approach is more realistic: build references in Korean supermarkets first, then expand into mainstream retail. The correct sequence is to choose the channel first, then design the product accordingly.
K-food is entering an unprecedented era of opportunity, built on the cultural foundation established by K-dramas and K-pop. When genuine understanding of the American consumer is embedded into each product, Korean food will no longer be seen as an export—it will become part of everyday life on American dining tables.
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