[딜사이트 김민희 기자] Dongwon Home Food is accelerating its full-fledged global expansion with Vivid Kitchen at the forefront. As the influence of K-food is expanding in the global market, it is interpreted as a strategy to increase volume by continuously expanding the product lineup using Korean-style fermented foods. Through this, Dongwon Home Food aims to achieve sales of 20 billion won in the Vivid Kitchen export sector alone by next year.
Dongwon Home Foods, the No. 1 condiment food company in Korea’s B2B (business-to-business), launched Vivid Kitchen, a sauce brand, in 2020. The purpose was to reduce dependence on B2B and expand the business into B2C (business-to-consumer) business. Since then, Vivid Kitchen has grown in size by securing specialized target groups such as dieters by promoting low-sugar and low-calorie sauces.
According to Dongwon Home Food, Vivid Kitchen’s sales in the first half of this year are understood to have grown 2.5 times compared to the same period last year. Since its launch in 2020, annual sales have increased by an average of 170% per year, and monthly production, which was initially at 30 tons, is currently maintained at 120 tons, which is more than four times more.
The market believes that the reason Vivid Kitchen was able to grow quickly was because it successfully targeted the healthy pleasure trend. In fact, during the COVID-19 pandemic, the low-sugar and low-calorie market is in the spotlight as the trend of focusing on health spreads. Dongwon Home Food has been steadily launching new products targeting the relevant market and has raised the awareness of Vivid Kitchen. This year alone, three types of low-sugar chicken breast burritos and low-sugar ssamjang sauce were released.
Thanks to the growth of its domestic business, Dongwon Home Food has begun targeting the global market in earnest this year. The company has launched Vivid Kitchen in the United States and Australia since last May, and has now expanded into Vietnam and Hong Kong.
In particular, exports are expected to gain further momentum in the future as Korea’s ‘jang-making culture’ was registered as a UNESCO intangible cultural heritage in December. In fact, Vivid Kitchen is promoting products such as ‘Kimchi Chipotle Mayo’, ‘Kimchi Salsa Sauce’, and ‘Korean Ssamjang BBQ’ using Korean sauces such as red pepper paste and soy sauce as the leader in exports.
Dongwon Home Food plans to accelerate global expansion by continuing to expand its product lineup using Korean-style fermented foods. We plan to expand our export channels to North America, including Canada, Japan, and Europe by adding low-sugar sauces as well as home meal replacement (HMR). The company has set a goal of achieving sales of 20 billion won in the export sector alone by next year.
An official from Dongwon Home Food said, “We confirmed the consumer demand for low-sugar and low-calorie sauces and the market’s interest in K-food, so we decided to export overseas.” He added, “In the future, we will focus on low-sugar and low-calorie fermented foods, including not only sauces but also convenient foods. “We plan to export a variety of products,” he said.
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How is Dongwon Home Food leveraging its existing B2B expertise to effectively market Vivid Kitchen to individual consumers in the global market?
## World Today News Interview: Dongwon Home Food’s Vivid Kitchen Goes Global
**Introduction:**
Welcome viewers to World Today News’ exclusive interview, where we delve into the exciting global expansion of Dongwon Home Food’s Vivid Kitchen. Joining us today are two esteemed guests: [Guest 1 Name], a leading food industry analyst specializing in Asian markets, and [Guest 2 Name], a consumer trend expert with a keen interest in health-focused dietary choices.
**Part 1: The Rise of Vivid Kitchen**
* **Host:** Let’s begin by understanding the success story of Vivid Kitchen. [Guest 1], Dongwon, traditionally a B2B powerhouse, took a bold step venturing into B2C with Vivid Kitchen. What strategic factors contributed to this decision, and has it proven successful?
* **Host:** [Guest 2], Vivid Kitchen’s focus on healthy pleasure seems to resonate strongly with consumers. How significant is this trend, particularly since the onset of the COVID-19 pandemic? Do you see this impacting the food industry long-term?
**Part 2: Global Expansion and the K-FoodWave**
* **Host:** Dongwon Home Food has ambitious plans to take Vivid Kitchen global. [Guest 1], what opportunities and challenges do you foresee for Korean food brands expanding into international markets?
* **Host:** [Guest 2], how might the UNESCO recognition of Korea’s ‘jang-making culture’ influence consumer perception and preference for Vivid Kitchen’s products overseas?
**Part 3: Innovation and Future Outlook**
* **Host:** Vivid Kitchen is expanding its product lineup beyond sauces to include HMR. [Guest 1], what other product innovations might we expect from Vivid Kitchen in its push for global growth?
* **Host:** [Guest 2], Dongwon aims to achieve significant export sales for Vivid Kitchen. What are the key factors that will determine the brand’s success in capturing market share in these new territories?
**Closing:**
* **Host:** Thank you both for insights into this exciting journey. Vivid Kitchen’s story is a testament to the power of innovation and market adaptability. It will be fascinating to witness its continued growth and global impact.
**Outro**
We hope you found this interview insightful. For more coverage on the evolving landscape of the food industry, stay tuned to World Today News.
