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I’m a 24-year-old student at Yonsei University, and I’m trying to create a K-sauce Americans will actually love. Need your advice!

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I’m a 24-year-old student at Yonsei University, and I’m trying to create a K-sauce Americans will actually love. Need your advice!

Hi everyone! I’m currently a student at Yonsei University in Seoul. While my major is Chinese Language and Literature, my true passion is Korean food—specifically, sharing our traditional sauces with the world.

I’m developing a new brand called BALGAN. My first challenge is reimagining Chojang (sweet & spicy chili sauce). I’ve realized that while Koreans love it, many of my non-Korean friends find it “too sweet” or “too vinegary,” and they only see it as a seafood dip.

I want to create a sauce that you’d actually keep in your fridge and use daily (like Sriracha).

  1. What is the biggest “turn-off” for you when you try bottled Korean sauces?
  2. If I reduced the sugar and added a more “savory” or “smoky” aroma (like toasted sesame or garlic), would that make it more versatile for your meals?
  3. What’s one flavor or scent you think is “missing” in current K-sauces?

I’m just starting out and doing all the R&D myself, so your honest, unfiltered advice would be a huge help to a student entrepreneur!

This is the photo we are making our own chojang

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