Korean cuisine, known as K-Food, is striving to establish a stronger foothold in the US market. Chef Han Song Kim, a prominent figure in New York, has highlighted that K-Food’s popularity and market share remain significantly lower than Japanese cuisine, despite increasing export figures. Kim’s efforts focus on building sustainable systems for K-Food expansion, including B2B logistics and franchise development. His work also aims to support young Korean chefs and entrepreneurs seeking to enter the global market.
The main stakeholders impacted by these initiatives are Korean food exporters, franchise operators, young chefs, and US consumers interested in diverse cuisines. Kim’s projects include the Seoul Pride Chicken (SFC) franchise, which operates multiple locations in New Jersey and Texas, and the K-Food Bridge consulting firm established in 2024. These ventures provide menu development, site selection, and export consulting for Korean businesses entering the US. The SFC franchise has also gained traction among Muslim communities due to halal certification and social initiatives supporting refugees.
Since opening his first Manhattan restaurant in 2018, Kim has expanded his activities to include large-scale B2B exports of Korean sauces and mentoring programs for young entrepreneurs. The COVID-19 pandemic posed significant challenges, but Kim adapted by supporting local communities and continuing to innovate. In 2024, the launch of K-Food Bridge and collaboration with the DDJ Project in Gyeongju further strengthened support systems for Korean startups. These efforts are ongoing, with new franchise locations and consulting projects in development.
Frequently asked questions include the current status of K-Food in the US and strategies for sustainable growth. Kim notes that K-Food’s search volume and market presence are still limited compared to Japanese cuisine, emphasizing the need for scalable logistics and consistent branding. He advises that US market entry requires localized strategies, clear brand positioning, and data-driven decision-making. Another common question is about supporting young chefs, to which Kim responds that structured mentorship and incubation programs are now available to guide overseas expansion.
Chef Han Song Kim’s efforts highlight the importance of building scalable systems and support networks for K-Food’s international growth. His combination of franchise expansion, B2B logistics, and consulting addresses the structural weaknesses that have hindered Korean cuisine’s market share in the US. The focus on mentorship and social value also sets a precedent for future K-Food entrepreneurs. These strategies, grounded in data and local adaptation, are essential for sustainable and impactful K-Food exports.