Rethinking Product Development Strategies for Entering the U.S. Market – U.S. Correspondence by Jay Lee (169)
- nofearljc
- 6 days ago
- 3 min read
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 principles that must be addressed for successful entry into the U.S. market.
With 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, products that dominate Korean convenience stores often fail on Amazon, and domestic bestsellers still collapse in U.S. buyer meetings with a single comment: “This doesn’t fit our consumers.” The key to success 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 making a purchase. 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 narrative. Doenjang should be positioned as a fermented protein source. Black garlic requires an antioxidant story. However, since these fall under FDA-regulated structure/function claims, proper label review must be conducted prior to launch.
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 excessively salty when consumed alone as a snack in the U.S.
This explains why gochujang-based sauces have succeeded when repositioned as BBQ sauces or burger spreads—such as 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 persistent issue with Korean food packaging is information overload and awkward English phrasing.
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 large pack sizes and price competitiveness. Whole Foods requires clean-label positioning and often Non-GMO certification. Amazon benefits from bundle strategies that increase average order value.
For new brands, a phased approach is realistic: first build references in well-known Korean supermarkets, 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 created by K-dramas and K-pop. When a genuine understanding of American consumers is embedded into each product, Korean food will no longer be perceived as an import—it will become part of everyday life on American dining tables.
Tags: #ProductDevelopment
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