Introduction of the "Global Food Consulting Franchise" Model
Discussions Underway with the Czech Republic, the United Kingdom, and France
Development of 11 Export Sauces Nearing Completion
Theborn Korea announced on July 10 that it has officially launched its "Bibimbap and Rice Bowl" menu at the Markthalle hypermarket food court in Sankt Wendel, where the headquarters of the major German retail group Globus is located.
This is the first time that Korean cuisine has been introduced to a hypermarket food court operated by Globus, with Theborn Korea's bibimbap and rice bowls taking the lead. Globus is a large retail group generating approximately 13 trillion won in sales in Europe. It operates 77 hypermarkets in Germany and the Czech Republic, as well as 90 DIY stores in Germany and Luxembourg. It is regarded as one of the most beloved brands among German consumers in terms of fresh food quality and customer trust. Starting with Sankt Wendel, Theborn Korea plans to gradually expand its launch to other hypermarkets operated by Globus in different regions.
Theborn Korea supplies the core sauces for bibimbap and rice bowls developed in Korea, while also providing menu development and cooking guide consulting. Following Theborn Korea's consulting, Globus plans to have local cooks at the food court prepare bibimbap using German ingredients and serve it to local customers.
This entry into Germany is significant as it marks Theborn Korea's first attempt at a "global food consulting franchise" model. Unlike the traditional master franchise (MF) approach, this new overseas business model proposes cooking methods and recipes optimized for local environments around the world, all based on sauces developed by Theborn Korea. The aim is to minimize store and personnel risks while spreading standardized Korean menus that can deliver the same taste anywhere in the world.
Theborn Korea is also conducting strategic discussions with local distributors to expand into the Czech Republic, France, and the United Kingdom in the future.
Development of B2B export sauces is also in its final stages. Theborn Korea has completed development of seven out of eleven export sauces, including kimchi seasoning powder, soybean paste stew sauce, seasoned chicken sauce, tteokbokki sauce, spicy stir-fry sauce, soy stir-fry sauce, spicy stew sauce, ssamjang sauce, pickled soy sauce, black bean sauce, and LA galbi sauce, with the remaining four sauces nearing completion.
Baek Jongwon, CEO of Theborn Korea, stated, "Exporting the standards of Korean cuisine centered on menus and sauces, without operating stores, is a new attempt and will become a new paradigm for the globalization of Korean food. Starting with our collaboration with Globus, we will accelerate the global popularization of Korean cuisine throughout Europe through Theborn Korea's unique cooking expertise and flavors."
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