Very Sweet Jeju Gamgyul

Korean Franchise _ Kkongdon Barbecue
to evaluate WEDO’s dishes in terms of taste and hygiene.
After passing the test in 2004, the company has
been supplying the meat dishes to the US Army and
analyzing the preferences they have for each menu.
Ahead of advancing in the Singaporean market,
WEDO designated one of its franchisees in Seoul as a
pilot restaurant targeting Southeast Asian consumers.
This helps the company learn about the tastes of the
local consumers and educate the Singaporean staff it
brought to Korea to experience operating the pilot
restaurant. In addition, WEDO has dispatched its
WEDO runs another
franchise
“Kkongdon
restaurant” in
Korea
Barbecue are pork belly, pork ribs, beef belly, and
beef ribs. The dishes are made with meat and vegetables
that are supplied from the local markets, but kimchi,
red pepper powder, and all the sauces needed to
workers to franchisees that will soon open in
Washington D. C. and Singapore in order to pass
down the specifics of Korean tastes to local employees.
Although WEDO has just started making inroads
into overseas markets, it has set an ambitious goal: by
Buyers are
participating in
a tasting event
of “Kkongdon”
in Singapore
exhibition
make the dishes come from Korea.
the beginning of next year, it wants to make total
What differentiates Kkongdon Barbecue is the
sales of KRW10 billion through the operation of
chewy texture of its meat dishes. Behind the taste is a
overseas franchisees. The company is currently nego-
fermented marinade sauce made of medicinal herbs
that are mentioned in “Dong-Ui-Bo-Gam” (The
tiating contracts to open franchisees in the Philippines
and the western part of the U.S. Many Southeast
Precious Mirror of Oriental Medicine, a comprehen-
Asian companies are also showing their interest, so
sive medical book written in 1613 by Hu Jun). This
the sales goal seems attainable.
sauce, known to be a part of royal cuisine, removes
Jeon Young-min, CEO of WEDO, said that the
unpleasant food odors and makes the texture of the
company is planning to target the Chinese market
meat more tender and chewy. WEDO sends the fer-
next year. He added, “we will continue trying to let
mented sauce to overseas restaurants from Korea in
the world learn about Korean culture by spreading
the form of concentrate. Other self-developed sauces
Korean dishes.”
also add flavor to meat dishes. For example, there is a
chili sauce made by mixing pure lime juice with
tomato. During the Singapore exhibition, the sauce
drew a lot of attention from local consumers who like
spicy food.
Recruitment of Local Workers and
Glocalization Efforts
While preparing for exports, WEDO has put a lot
of effort into adjusting the taste of its dishes to the
preferences of local customers. In one such attempt,
WEDO approached an American military base located
in Korea and asked the administration of the base
The CEO of WEDO, Jeon Young min, is negotiating contract
with local buyers in overseas exhibition
Inquiries WEDO Co., Ltd. Tel +82-2-848-9900 Fax +82-2-848-5300 Website www.kkongdon.co.kr
40 Korea AgraFood
Issue194 Nov. 2011
41