HanAll F&B Pursues U.S. Food Market Entry, Moves to Build Foreign-Language Promotion and Distribution Channels

Company taps export voucher program to expand overseas sales channels for foods made with regional agricultural products

SEOUL, South Korea, Nov. 10, 2026 — HanAll F&B Farming Association Corporation (hanallfnb), a food manufacturer based in Taebaek, Gangwon Province, is pursuing an expansion of its export and marketing efforts targeting the U.S. market. The company plans to produce foreign-language promotional videos and develop a local market-entry strategy in parallel, while identifying new buyers and distribution channels to widen overseas sales channels for foods made with regional agricultural products.

The company changed its name in September from Taebaek Sanchae Naengmyeon Farming Association to HanAll F&B Farming Association Corporation. The change was made to unify management and brand operations as its product range expands. The company operates the "Jayeon Hanall" brand and, along with the name change, has reorganized its business foundation to encompass a diverse range of product categories.

hanallfnb said it will use the export voucher program to strengthen product and brand promotion aimed at overseas consumers and buyers. While introducing its food manufacturing experience and product development capabilities abroad, the company plans to analyze distribution environments and consumer characteristics in each market to create touchpoints that can lead to actual transactions.

A key initiative is the production of foreign-language promotional videos. The company plans to use the videos as materials to introduce its products and brand to overseas consumers and buyers. It will focus its promotional efforts on communicating what kinds of foods it produces from domestic agricultural ingredients and on building understanding of its products in overseas markets.

The company is also pursuing consulting to develop a market-entry strategy suited to the U.S. market. It plans to analyze local market conditions, consumer characteristics, and distribution and marketing directions, and to determine its market access approach on that basis. Alongside product introduction activities, the process involves reviewing which distribution channels will be used to reach consumers.

Discovering new buyers is another core task. hanallfnb plans to communicate directly with domestic and international buyers to gauge overseas market response and demand. While explaining its product competitiveness, the company intends to identify buyers' requirements and use them in considering how to expand export channels and the direction of its market entry.

The company has designated the United States as its priority market. Based on the promotional materials and market analysis, it plans to formulate a market-entry strategy suited to the U.S., find new buyers and distribution channels, and translate these efforts into substantive export growth. Going forward, it aims to gradually widen its export target markets based on the experience and results gained in the United States.

The foundation of the business it will introduce to overseas markets is its capability in manufacturing foods from regional agricultural products. hanallfnb produces foods using wild mountain greens from Gangwon Province and specialty products from various regions. Drawing on its traditional manufacturing experience, it has developed recipes and products that suit the tastes of modern consumers, while also working on design and brand improvements.

For its mountain green products, the company said it applies hygiene management from the washing stage and manages quality by adjusting aging processes and recipes. Based on this manufacturing experience, it focuses on turning the characteristics of agricultural products into foods that are easy for consumers to enjoy. In its overseas expansion, the company plans to promote not only the ingredients themselves but also the competitiveness of the products made from them.

Brand enhancement is also being pursued alongside export expansion. hanallfnb has set a goal of growing foods made with Korean agricultural products into a global brand by linking product development, design, and marketing. The foreign-language promotional materials and local market analysis are preparatory steps for turning this goal into concrete sales and marketing activities.

The company is also considering expanding its product range. It said it is focusing on developing products in a broader range of categories, including health functional foods, infant foods, and senior foods. However, the launch or overseas supply of these product lines has not been finalized, and the company is expanding its business scope based on its existing manufacturing capabilities.

hanallfnb plans to continue market analysis and buyer communication while refining how its products and brand are presented to overseas consumers. Its strategy is to lay an export foundation by adding an understanding of local distribution and marketing to the manufacturing experience it has built in Korea.

"We plan to develop a market-entry strategy suited to the U.S. market, identify new buyers and distribution channels, and pursue substantive export growth," hanallfnb said. "We aim to grow into a global food brand that introduces the value of foods made with Korean agricultural products to the world market."

SOURCE HanAll F&B