30s Korean-American Entrepreneur Who Promoted Kimchi Popularity in the US Dies After Being Attacked by Black Man in Apartment

Deceased Mr. Choi and his mother [Image source = Screenshot from Choi's Kimchi Instagram]

[Asia Economy Reporter Choi Eun-young] A Korean-American entrepreneur in his 30s, who gained fame for popularizing kimchi in the United States, was killed in an attack by a Black assailant.

According to the Oregon State Police, at around 2 a.m. on the 25th, Matthew Choi (33), co-founder of the Portland-based company "Choice Kimchi," was fatally attacked by a Black man who broke into his apartment.

Choi, a graduate of the University of Oregon, started producing and distributing kimchi in 2011 in Gresham with his mother, Choi Jong-sook, under the brand "Choi's Kimchi." He began selling kimchi at the Portland Farmers Market and gradually expanded his business by introducing the taste and benefits of Korean kimchi to the public.

Starting with homemade and packaged kimchi showcased at the market, "Choice Kimchi" now supplies over 100 stores in the Northwest region, including major supermarket chains such as New Seasons Market and Whole Foods Market. He was also a pioneer in teaching how to make kimchi and was recognized as a successful Korean-American entrepreneur who popularized kimchi in the U.S.

[Image source = Capture from Choi's Kimchi Facebook]

On the day of the incident, the police stated that the murder suspect is a Black male of average build, between 5 feet 8 inches and 5 feet 11 inches tall, wearing black clothes and a blue mask at the time of the crime. They also noted that the apartment where the incident occurred is secured and does not allow outsiders to enter, and an investigation is underway to determine how the suspect gained access.

The sudden death of Mr. Choi shocked not only his family and friends but also the Korean community. On the 27th, the Oregon Food Innovation Center called it "a senseless loss to the food entrepreneur community" and started a fundraiser for his funeral expenses. The fundraiser, organized in mourning of Choi’s death, raised $37,348 (approximately 42.36 million KRW) within a day.

A friend of Choi, who led the fundraising, expressed grief, saying, "It is heavy on my heart to share the news of my beloved younger brother’s death. A stranger who broke into the apartment while Matthew was asleep took his life."

Choice Kimchi stated, "Matthew successfully grew the kimchi business from a humble booth at the Portland Farmers Market to a company whose products are sold in restaurants and stores throughout the Northwest in just nine years," and added, "We will carry on his legacy and continue the kimchi business he built."