The Born Korea Launches YouTube Channel with QR Code Strategy to Expand Global B2B Food Market

The Born Korea, a South Korean food company, has unveiled a new YouTube channel paired with QR code technology to bolster its global B2B food distribution strategy, according to a company statement. The initiative aims to simplify access to Korean cuisine for international chefs and restaurant operators by linking product packaging to instructional videos, as reported by Ajou Economic.

How TBK QR소스 Works

The company’s “TBK QR소스” system allows users to scan a code on product packaging with a smartphone to access recipe videos and cooking instructions. This eliminates the need for in-person training, enabling global restaurant operators to replicate Korean dishes with consistent quality. The YouTube channel, “TBK,” features content such as “TBK비책,” a series hosted by CEO Baek Jong-won, which demonstrates recipes like bulgogi, and “TBK 새로본능,” a series documenting his international sales efforts.

Global Expansion and Product Lineup

The Born Korea has targeted markets including the U.S., five European countries, and two Asian nations, with product samples already requested. The company launched U.S. sales on Amazon in April and plans to enter Canadian offline stores in mid-June. Its product line includes 11 Korean food sources, such as spicy chicken sauce, kimchi seasoning, and tteokbokki sauce, under the slogan “The Start of Flavor, The Born.”

Strategic Goals and Market Impact

Baek Jong-won outlined a goal of achieving 100 billion won in overseas sales by 2030 during a global B2B product launch event in September 2022. The company emphasized leveraging its CEO’s brand recognition and digital content to strengthen international market penetration. A spokesperson noted, “We aim to expand our reach beyond B2B clients to global chefs and consumers through the TBK channel.”

Target Audience and Accessibility

The YouTube channel targets professional chefs, restaurant operators, and food industry professionals, offering English subtitles to cater to non-Korean speakers. The “Scan & Cook! One QR, Anyone Can Be a Korean Chef” slogan underscores its accessibility focus, aligning with the growing global demand for Korean cuisine driven by K-pop and K-drama popularity.