Withlike Achieves Success at New York Fancy Food Show with Heebab and Chef Jung Jisun

Withlike, a K-food-based content startup led by CEO Kim Namyoung, demonstrated its potential for global market growth by participating in the largest food expo in North America, the 2025 New York Fancy Food Show (Summer Fancy Food Show), held in New York, USA, from June 29 to July 1, 2025.

Withlike has differentiated itself from large corporations by targeting the global market from the outset, instead of the highly competitive domestic market, and by establishing a unique competitive edge through its "companion brand strategy." This strategy involves collaborating with celebrities throughout the entire process, from product planning and development to marketing and distribution.

At this expo, Mukbang YouTuber Heebab and Chef Jung Jisun?who gained attention as the "Queen of Dim Sum" through the Netflix cooking competition program [Culinary Class Wars]?participated and presented a cooking show and mukbang live session for about two hours. Their event drew high interest and participation from visitors, demonstrating the synergy between K-food and K-content.

Beomhan, a singer and influencer active in the United States, hosted the event, increasing local engagement with K-food content and strengthening the brand experience through a natural cultural connection.

Through this exhibition, Withlike secured purchase orders (PO) worth approximately $300,000 (about 400 million KRW). Buyers from major North American distributors such as Costco and H Mart visited the booth and showed strong interest in the products. After the exhibition, Withlike is keeping the possibility open for additional orders through sample shipments and follow-up negotiations.

The new products showcased at the event included gluten-free rice ramen, seafood jjajang, and jjamppong co-developed with Heebab, as well as premium dim sum, Chinese noodles, and fried rice planned by Chef Jung Jisun. Unlike traditional celebrity marketing, this "participatory brand model"?where chefs and influencers are directly involved in every stage from product development to distribution and promotion?has attracted significant attention in the market.

Meanwhile, during the expo, Withlike signed a memorandum of understanding (MOU) with The Touch On, led by CEO Chris Kim, which holds exclusive distribution rights for the Hangang Ramyeon Cooker in the United States. The two companies plan to jointly launch an integrated K-food brand by combining The Touch On's hardware with Withlike's software through the "Ramyun.Zip" and "Bunsik.Zip" brands, accelerating their expansion into the global market.

CEO Kim Namyoung stated, "The combination of The Touch On's hardware and Withlike's software will serve as a catalyst to spread K-food and content worldwide," adding, "Starting with this New York Fancy Food Show, we will further strengthen the presence of K-food in the global market."