[Beta News] From Gochujang to K-BBQ Sauce… Woomtree Secures Southeast Asian Buyers

Umturi, a company specializing in sauces and condiments, is accelerating its expansion into the Southeast Asian market.

Umturi announced that it participated in the K-Food B2B consultation held in Kuala Lumpur, Malaysia, conducted consultations with buyers from over 20 ASEAN countries, and signed a Memorandum of Understanding (MOU) for product exports with companies from Malaysia, Indonesia, and Singapore.

The agreement covers about 10 items, including low-temperature naturally aged gochujang, fresh wasabi, mustard, barbecue sauce, spicy stew sauce, breadcrumbs, and frying flour. The company explained that interest in Korean-style sauces is growing in the local market due to the spread of K-food.

Seeking to Secure Distribution Networks Amid Rising Demand for K-Sauce

Through this MOU, Umturi plans to strengthen distribution partnerships in Southeast Asia and expand its export regions to major ASEAN countries such as Vietnam and Thailand. The company also intends to increase brand awareness across Asia by simultaneously expanding into the Chinese and Japanese markets.

Kim Sang-hee, CEO of Umtree, said, “We will strengthen our penetration of the Asian market and enhance our global competitiveness through continuous investment and localization strategies,” adding, “We are also considering establishing overseas branches in major countries in the mid-to-long term.”.

Meanwhile, Umturi expressed its gratitude for the support from the aT Korea Agro-Fisheries Food Trade Corporation Kuala Lumpur Branch and the Headquarters' Overseas Business Department regarding the results of this consultation meeting. 

Beta News job change (leejik@betanews.net)