K-Food Brands Expand Abroad With Franchises and Trade Fairs

Korean food and restaurant companies step up overseas push in Mongolia, Thailand, and Mexico

Franchise openings and trade shows reach local consumers and global buyers

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Korea’s restaurant and food manufacturers are expanding overseas through new franchise outlets and major trade fairs to reach consumers and buyers in Asia and Latin America. Recent announcements highlight moves by The Born Korea, Daesang, and Binggrae in Mongolia, Thailand, and Mexico.

The Born Korea announced on the 18th that it opened the first Hong Kong Banjeom outlet in Ulaanbaatar, Mongolia. The brand focuses on Korean-style Chinese dishes such as jjajangmyeon and jjamppong, targeting local demand for noodles and spicy flavors. The company already operates its Saemaeul Sikdang brand in Mongolia and is adding another concept to deepen its market presence.

Daesang announced it will participate in a major food trade fair in Thailand to expand its presence in Southeast Asia. The company is showcasing products such as kimchi, seaweed snacks, and ready-to-eat meals that have traction with local consumers. Daesang also aims to increase sales in the broader ASEAN region over the medium term by strengthening ties with regional distributors and retailers.

Binggrae, known for flavored milk and ice cream, participated in a food exhibition in Mexico to tap into demand in Latin America. The company is using the event to introduce key brands to buyers and explore new retail channels. Its participation focuses on building brand awareness and testing local responses to Korean-style beverages and desserts.

Together, these moves show Korean food and restaurant companies using franchise openings and international trade shows to broaden their overseas footprint. Rather than relying solely on exports from home, they seek local partners, adapt menus and product lineups to each market, and use exhibitions to secure distribution and long-term growth opportunities.

By Min Byung-kwun, KDFN

kdf＠kdfnews.com