New aT LA branch head outlines plans to expand Korean food exports through content and outreach

He noted that while global consumers are increasingly exposed to Korean culture through media, that interest must be supported by robust distribution infrastructure to convert it into food purchases.

“Even if someone craves ramen after watching a Korean drama, it doesn’t lead to consumption unless they know where to buy it,” Baek explained. “That’s why Korean food must be available through diverse channels. We’re planning to expand beyond just trendy snacks and beverages to a wider variety of products.”

To that end, the aT LA office will host the K-Food Fair on September 23–24 in Cerritos, featuring around 50 Korean food exporters. The event aims to connect these companies with both U.S. and Latin American buyers for product showcases and export consultations.

In addition, aT is planning outreach events in less densely Asian-populated areas. This year, they are coordinating with organizers of a food festival in Denver to highlight Korean ingredients through live demonstrations with local chefs.

Addressing concerns about potential impacts of a tariff war under President Donald Trump, Baek said it’s too early to predict, but they are monitoring the situation closely. He noted that since U.S. food exports to Korea are about five times larger than Korea’s exports to the U.S., any tariffs placed on competitor countries might create opportunities for Korean products.

Having previously served as deputy director of the aT LA branch from 2016 to 2019, Baek is well-versed in Korean food export promotion. Now returning as branch head, he intends to broaden their reach into the central U.S.

“LA plays a crucial role in shaping food trends across North America,” Baek said. “It’s where K-food first made inroads into the mainstream market. We aim to serve as a front-line force in promoting Korean cuisine through a variety of initiatives.”