Kwangcheon Kim boasts 50 years of expertise in making Korean seaweed and is now expanding this traditional K-food through local factories in the U.S., China, Europe, and Indonesia.
Exports of Korean food are tremendous and continue to grow every year, along with the increasing appetite from Western consumers. What will be the key factors for the continuous growth and long-term sustainability of K-food’s global exposure?
First of all, Korean food is incredibly healthy. On top of that, the global rise of K-pop has significantly elevated the visibility and status of Korean cuisine worldwide.
For example, I believe gim, or seaweed, are a great example of healthy Korean food. It’s low in calories, delicious as a snack, and not too salty because it contains very little salt. It’s also a natural product harvested from the sea. When paired with sesame oil, it develops a rich, nutty flavor, which makes it even more enjoyable and nutritious. The sesame oil coating, in particular, is also very healthy, adding to the overall benefits of gim.
This is actually a great combination, healthy food blended with the global love for K-pop and Korean culture. We’re seeing more and more Americans and even Europeans becoming enthusiastic about Korean cuisine. However, there is something unique about these new consumers: they are not familiar with traditional Korean ingredients or ways of eating. You have operations in both the U.S. and Europe, how do you approach Western consumers? Why do you believe they will embrace gim?
We currently operate two factories in the United States, one in Los Angeles and another in Baltimore. The reason we decided to establish local production goes back to a personal experience I had. While I was in the U.S. having a beer, I noticed people around me backing away because I smelled of garlic. I felt a bit self-conscious, so I started offering some gim that I had brought with me. To my surprise, people loved it and even began lining up for more. That’s when I realized: many Americans drink beer without snacks, and gim could fill that gap. It was a turning point for me. I thought, “Americans might not know gim yet, but if they try it, it has real potential.” That moment led to the decision to build our first U.S. factory.
It’s been around seven or eight years since we started production there, and it hasn’t always been easy, we’ve faced many challenges. But today, gim is widely recognized in the U.S., to the point that people now pack it in their lunchboxes. That early glimpse of potential is what convinced us to invest in the American market.
What are the major differences between how Koreans consume gim and how Americans consume it? With seven or eight years of experience in the U.S. market, what are the most noticeable trends you’ve seen?
In Korea, gim is traditionally eaten wrapped around rice. In contrast, in the United States, it’s enjoyed more as a healthy, low-calorie snack. That’s why, in Korea, we typically use a bit more oil to pair well with rice. But for American consumers, we’ve found it’s best to reduce the oil and salt content so that the gim feels light in the mouth and aligns with their preferences for healthier snacks.
From what I understand, in the U.S. you position your brand more as a snack. What kinds of flavors or innovations have you introduced for these consumers?
We’ve been actively developing a wide range of flavors tailored to Western tastes, wasabi, Korean barbecue, kimchi, original, chicken, butter, truffle, and many more. We’re constantly innovating. For instance, we’ve already launched flavors like spicy buldak (fire chicken), consommé, and sriracha, probably around 20 different flavors in total. We're always working on new creations that suit the unique tastes of consumers in each country.
Usually, when Americans purchase their products, they do so with intent, they are consciously replacing their usual barbecue sauce with a Korean alternative. In your case, what have been the key marketing factors that have persuaded American and European consumers to buy your products?
We conduct blind taste tests in each country before launching any new product. After developing a product, we first have employees at our U.S. factory participate in a blind tasting. If the feedback is positive and we receive the green light, we move forward with the official launch.
We also actively participate in trade shows to promote our products. At these events, we present a variety of flavors to buyers and let them select their favorites. Whether it's Walmart or Costco, once buyers choose a particular flavor, we proceed to launch that specific product.
Established in 1970, Kwangcheon Kim is South Korea’s largest manufacturer of gim products. Its portfolio includes dried gim, seasoned gim, gim powder, and frozen gim rolls. From the local Kwangcheon Cave Salted Shrimp Market to dinner tables around the world, Kwangcheon Kim has become a brand synonymous with taste and tradition. What makes Kwangcheon Kim stand out within Korea’s food industry ecosystem?
What sets us apart most is that we are the first gim company in Korea to be operated by three generations. My father started the wholesale business back in the 1970s. I became the second generation when I began roasting gim myself in 1998. Now, my son has taken over the reins, making us a third-generation family-run business, something quite rare in this industry.
This long-standing tradition is a testament to our commitment to maintaining the highest standards in both quality and flavor. We place a strong emphasis on consistency and safety, and we’re continuously expanding our production facilities globally to better serve the international market.
One of the most critical factors in producing good gim is the harvest. The key season is between December and January, and you are competing with many other companies for high-quality seaweed. How do you personally identify premium seaweed?
I personally attend seaweed auctions across Korea. I travel to various auction sites and oversee the selection process myself. I look for seaweed with vibrant color, a broad surface area, and a natural sweetness when chewed. Only the best makes it through. In fact, to take part in seaweed auctions, you need at least 15 to 20 years of experience. It’s not something that just anyone can do. The process requires deep knowledge and a trained eye.
Another critical factor in producing high-quality gim is the manufacturing process. You’ve established factories in Korea, the U.S., and Europe. What are the benefits of processing gim locally in these international markets?
When gim is processed into snacks, it contains oil, which can oxidize and become rancid over time. This oxidation process can be accelerated during shipping, especially in full containers, and it produces an unpleasant odor. To ensure freshness and food safety, we made the decision to establish overseas production facilities.
Currently, we operate factories not only in the U.S. and Europe but also in China and Indonesia. Another reason for local production is cost-efficiency in distribution. A single container of our product is valued at over $300,000. By offering pallet-level sales in local markets, we enable buyers to purchase smaller amounts, such as $10,000 or $20,000 worth, rather than committing to a full container. This flexibility helps us respond to market needs more effectively.
There’s also a cultural consideration. In markets like the U.S. and Europe, Korean products can still feel unfamiliar to many consumers. We believed that producing locally would help overcome this barrier, making our product feel more like a local snack and encouraging more people to try it.
Interestingly, while some customers specifically look for products made in Korea, many American consumers prefer items made and certified in the U.S. because they trust local certifications more. We’ve taken that into account in how we position our products.
Is that certification information something you provide only to partners and distributors in the U.S., or is it also communicated directly to consumers through your packaging?
It’s clearly communicated to consumers as well. The packaging explicitly states that the product is made in America, which helps build trust and transparency with local customers.
One of the unique aspects that differentiates Kwangcheon Kim is your ability to collaborate with restaurants, distributors, and hospitality providers to innovate. When partners request a specific flavor, you’re able to adapt by adjusting seasonings, oil type, or oil quantity. What are the latest innovations you’ve introduced to the market, or are currently developing?
As I mentioned earlier, we’ve launched flavors like chicken, and we’re also working on some exciting new products that I unfortunately can’t disclose yet due to confidentiality agreements. However, we’re doing everything we can to meet the specific requirements of major retailers and are preparing thoroughly for their upcoming launches.
Another area of innovation is your expansion into ready-made meals. You now produce your own gimbap, especially under the “Dot Gimbap” brand, which is sold frozen both in Korea and abroad. Why did you decide to innovate in the direction of full meal offerings?
Having worked with gim for years, I knew from experience that the most important factor in making quality gimbap is using seaweed that doesn’t tear easily, and that’s something I’m confident we’ve mastered.
Secondly, in the United States, affordable meal options that are both filling and accessible to immigrants or working-class people are limited. Add to that the tipping culture, and the cost of a single meal can easily hit $30. While that might not be an issue for wealthy individuals, it’s a significant barrier for many others. That’s when I thought: gimbap could fill this gap.
Gimbap is tasty, nutritious, and often vegan. In Korea, just one roll is enough for a satisfying lunch. That combination of practicality, flavor, and affordability inspired me to launch the gimbap line.
What ambitions do you have for the Western market? So far, has the gimbap business been successful, perhaps even more so than gim?
I believe the gim market is still larger. While sushi is widely recognized in the West, gimbap remains relatively unfamiliar. And since gim is so versatile, as it can be used to make sushi, gimbap, or even as a snack, it can also even be added to dishes like udon for extra flavor and texture.
The quality of Korean seaweed
What is the main difference between Korean gim and Japanese nori?
Essentially, they’re both types of seaweed, but the usage and characteristics differ. Japanese nori is primarily used for sushi. Korean gim, on the other hand, comes in both plain and seasoned varieties and is often found in lunch boxes. It’s more versatile.
Japanese nori is clean and uniform, with no holes, ideal for rolling sushi. Korean gim tends to have more texture and visible holes, and we are the only country that produces seasoned gim in this way. You can make rolls and sushi with Japanese nori, but Korean gim offers more diverse applications due to its flavor and texture.
In line with the growing global popularity of K-food, Kwangcheon Kim recorded KRW 220 billion in domestic sales in 2024, with a 10% annual growth rate over the past four years. What have been the key drivers of this growth, both in Korea and internationally? And looking ahead, how much growth do you anticipate in overseas markets?
In 2024, our global sales, including the U.S., China, Lithuania, and Indonesia, reached KRW 350 billion. That means nearly 40% of our total revenue comes from overseas markets. Going forward, we expect 80–90% of our future growth to come from international markets.
In Korea, growth opportunities are limited. The domestic market is relatively small, and we’ve already reached saturation. On the other hand, overseas markets offer vast opportunities, and interest in gim is only just beginning to take off. Even babies are starting to eat it now.
Are you actively working to expand your global network and find new partners to fuel that growth?
Yes. This year, we plan to build new factories in Vietnam, the Philippines, and Hungary. Our long-term vision is to expand operations to around 50 countries worldwide within five years.
Do you prefer collaborating directly with restaurants, or do you prioritize working with major distributors or retailers?
While working with restaurants is great, the most valuable partners for us are companies with strong distribution networks. One major example is a supplier for Costco. We’re also very open to partnerships with large distributors like 7-Eleven. If companies like that approach us for collaboration, we’re more than happy to work with them.
You mentioned that you’ve expanded significantly in Indonesia. What do you think makes gim so appealing to consumers there?
Affordability is key. In Indonesia, the smallest unit of currency is roughly equivalent to 200 Korean won. We developed a healthy, low-calorie snack that fits that price point, one that won’t cause weight gain and is safe for children.
We began building our Indonesian factory in October 2023, and soon after it opened, we were overwhelmed with orders. By 2024, our sales had already surpassed $20 million. This year, we’ve exceeded $30 million, and our goal for next year is to reach over $50 million.
Our success in Indonesia stems from offering safe, affordable snacks for children, products that parents can trust and kids genuinely enjoy.
Why did you choose to use the term “nori” for some of your products, instead of “gim”?
In Korea, we call it “gim,” while in Japan, it’s “nori.” We wanted to highlight Korea’s leadership in this space, so we placed “gim” first, followed by “nori.” That’s how we came up with the brand name “Kimnori”, simple, memorable, and meaningful.
I also noticed that Americans often struggle to pronounce Korean final consonants, or batchim. So I adapted the name by removing the batchim, changing it to “Kimnori”, which made it much easier for them to say.
Another difference is in size. In Korea, we can produce seasoned gim in large sheets, up to 19.5 cm by 26.5 cm, and in more standard sheet, 19.5 cm by 21 cm. Japanese nori, by contrast, is limited to 19.5 cm by 21 cm, which makes it suitable mostly for sushi or gimbap.
Is the smaller size in Japan due to lower quality, or a lack of technology?
There are no machines in Japan capable of producing gim in larger sizes. Korean gim is also more durable, making it ideal for wrapping gimbap. It’s a specific strain of seaweed that we’ve developed to be stronger and more functional for diverse uses.
What key message do you have for our readers?
We are turning gim into a global food, and we will continue to lead that transformation. Currently, about 70% of the world’s gim comes from Korea. Although gim is also produced in China and Japan, Korea dominates the global market with a 70% share.
That’s why I proudly say: “If you need gim, come to Korea!”
Our gim is harvested safely from the sea and undergoes daily radiation testing to ensure the highest levels of safety and quality. It’s a product that represents not only Korea’s culinary heritage but also our commitment to health and excellence.
Find more news about Kwangcheon Kim at www.kckim.com/?lang=en
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