Theborn Korea to globalize Korean cuisine with signature sauces

Theborn Korea CEO Paik Jong-won speaks during a press conference about the company's new TBK sauces in Seoul, Wednesday. Courtesy of Theborn Korea

By Ko Dong-hwan

• Published Sep 3, 2025 3:46 PM KST

Paik Jong-won attributes irregularity allegations to franchise expansion

Major restaurant and food franchise company Theborn Korea on Wednesday launched a globalization campaign to promote Korean cuisine with a new lineup of signature sauces and simplified recipes.

CEO Paik Jong-won, a celebrity restaurateur, unveiled seven all-purpose sauces, with four more set for release later this year.

The sauces, branded TBK, represent the company’s bid to effectively globalize Korean foods by making recipes easier. The business-to-business products are for local distributors of food products.

Paik called the global sauce market a “Pandora’s box,” citing Korea Customs Service data showing Korean sauce exports have risen steadily since 2020 to $400 million last year, with an average annual growth rate of 5.5 percent.

“Franchise restaurants serving Korean foods must realize consistent quality regardless of who are running the business. A key to do so is sauce. This is especially helpful for foreigners who aren’t familiar with recipes for Korean foods,” Paik said during a press conference in Seoul.

“Some large companies outside Korea wanting to introduce Korean foods of their own refuse to run our company’s franchise brands through a master-franchise deal. They want to introduce their own brands. Our new sauces can help them.”

Paik said each sauce container features a QR code that links to video clips with recipes using the product.

“The sauce containers are not disposable, as the QR code videos will be continuously updated,” he said.

“The code links to our online platform where the sauces can be purchased, and customers can also contact our recipe developers for consultations,” Paik said. “The QR codes can be shared on YouTube, TikTok and Meta Shops, and they are really the core of our new sauces.”

Large grocery distributors and major restaurant franchise operators overseas are Theborn Korea’s main targets. The new sauces include Korean fried chicken, Korean soy stir-fry, kimchi, soybean stew and soy-pickled flavors.

Paik said the sauces and Theborn Korea’s support for their users can replace conventional master-franchise deals between overseas companies and Korean brands. He said the measure can minimize investment costs and create better recipes to localize Korean food with consistency in quality.

According to Paik, major German grocery distributor Globus in Sankt Wendel has begun selling its own bibimbap — a bowl of steamed rice with vegetable toppings — after consulting Theborn Korea on its sauces. He added that another Globus store in Eschborn, Germany, will introduce new dishes using the sauces later this year.

“TBK is directly targeting overseas markets, including the United States, Germany, France, the United Kingdom and China. We expect sales to reach at least 100 billion won by 2030,” Paik said.

Paik, who faces multiple allegations of irregularities related to his franchising and food businesses, acknowledged that his aggressive brand expansion and limited media engagement contributed to the criticism.

During the press conference, Paik said he plans to meet with journalists more frequently to maintain transparency in Theborn Korea’s operations amid ongoing scrutiny.

Last month, Chungnam Provincial Police referred Theborn Korea to prosecutors over alleged violations of the Farmland Act. In June, the National Agricultural Products Quality Management Service’s police unit also referred prosecutors to the company for its alleged breach of the Act on Origin Labeling of Agricultural and Fishery Products. Paik faces additional allegations of violating the country’s Food Sanitation Act.

“People keep misunderstanding me and largely accuse me because of my strategy to diversify franchise brands,” said Paik, whose company currently operates 25 brands across restaurants, cafes and snack bars.

“But what else does a franchise company do? We have been rather timid in our communication with the public, keeping our operations mostly hidden except when launching new products or services. From now on, we will hold more meetings with the media and share more of our business processes.”