Baek Jong-won launches 'TBK' YouTube channel to drive global sauce business

Theborn Korea announced Wednesday it will launch a dedicated overseas hansik YouTube channel, the TBK, built around CEO Baek Jong-won's intellectual property to target the global sauce market.

The TBK channel showcases the 11 QR sauces Theborn Korea has developed, with QR codes embedded in each product linking viewers to recipe videos and cooking tips. The channel's slogan is "SCAN & COOK! One QR, Anyone can be a Korean Chef." Its target audience spans chefs interested in developing hansik menus, food-service operators and executives at local food and retail companies. English subtitles are available.

Theborn Korea uploaded short-form footage of Baek conducting overseas sauce sales calls alongside new recipe content under the "TBK Secret Recipe" corner. Baek appears in the videos himself, demonstrating a jeyuk-bokkeum recipe using TBK sauces.

To mark the channel's launch, the company is running a first-come, first-served event through June 19, offering the first 500 subscribers three free products — doenjang jjigae sauce, spicy stir-fry sauce and spicy jjigae sauce — through its Theborn Mall online store.

Meanwhile, the TBK QR sauces, launched in September last year, have been drawing steady sample requests from five European countries and two Asian markets, with the United States leading interest. The line went on sale through Amazon in the US in April, and offline sales in Canada are set to begin in mid-June.

"We have been pursuing the sauce business targeting overseas companies, but going forward we plan to use the TBK YouTube channel to expand our business reach," a company official said. "We will also broaden our social media strategy across platforms such as TikTok and Instagram as we roll out more content."