DBK Korea is set to penetrate the global sauce market using a new approach that combines YouTube and QR codes. The strategy aims to assist overseas consumers and restaurant professionals in easily implementing Korean dishes by providing recipes and cooking tips.
On June 10, DBK Korea announced the launch of its Korean cuisine-focused YouTube channel, 'TBK,' targeting international markets.
The TBK channel is centered around the 'TBK QR Sauce,' developed for global B2B use. Scanning the QR code embedded in the product with a smartphone allows users to access recipe videos and cooking methods. This feature enables overseas restaurants and chefs to prepare consistent quality Korean dishes without additional training.
On the same day, DBK Korea unveiled new content titled 'TBK Secret,' featuring CEO Baek Jong-won. The first video introduces a recipe for stir-fried pork and explains the channel's purpose and how to use TBK sauces. Additionally, a short video series titled 'TBK New Sensation' showcasing Baek's overseas sauce sales efforts was also released.
The channel's slogan is 'Scan & Cook! One QR, Anyone can be a Korean Chef.' It targets chefs and restaurant operators interested in developing Korean menus, as well as local food and distribution industry professionals, and offers English subtitles.
Since launching the TBK QR Sauce in September 2025, DBK Korea has been expanding its sales efforts to overseas companies. Currently, requests for product samples are coming from the United States, five European countries, and two Asian countries. In April, sales began on Amazon in the U.S., and the company plans to enter Canadian brick-and-mortar stores by mid-June.
The TBK sauce line, branded with the slogan 'The Start of Flavor, DBK,' aims to introduce everyday Korean tastes to the global market. The lineup includes 11 products, featuring flavors such as seasoned chicken sauce, spicy stir-fry sauce, soy sauce stir-fry sauce, soybean paste stew sauce, kimchi seasoning powder, tteokbokki sauce, pickled soy sauce, ssamjang sauce, spicy stew sauce, LA galbi sauce, and jjajang sauce.
During the TBK global B2B sauce launch event in September 2025, CEO Baek Jong-won set a goal of achieving 100 billion won in overseas sales by 2030.
A DBK Korea representative stated, "While we have previously focused on local companies abroad, we plan to expand our business to chefs and consumers worldwide through the TBK channel. We will strengthen our global business using Baek Jong-won's IP and various digital content."
* This article has been translated by AI.
Copyright ⓒ Aju Press All rights reserved.