Global table sauce brand Seoul Sauce 1991, operated by SAUCECO (CEO Park Jun-hyun), is expanding its US offline retail presence by entering the Megamart La Habra branch in California.
Seoul Sauce 1991 will begin sales at the Megamart La Habra store, which opens on October 29, 2026. This entry is part of a growth strategy connecting brand marketing and consumer demand in the US market to actual retail distribution expansion.
From the early stages of its US market entry, SAUCECO focused on allowing local consumers to directly experience and purchase the brand rather than simply securing distribution channels.
The company raised brand awareness and checked consumer reactions by holding pop-ups and large-scale tasting events at the New York Times Square advertisement, KOOM Festival, and LA Korea Expo. Notably, about 4,000 people tasted the products at the New York event, with some items selling out early on site.
Online, the brand also confirmed its market potential by entering the Top 100 bestsellers in Amazon’s ‘Chile Paste’ category.
Through these activities, SAUCECO has established a Sell-out foundation that builds consumer purchase demand first, and is now full-scale implementing a Sell-in strategy to expand distributor entry and sales contact points.
This Megamart entry is an example of that strategy translating into actual offline distribution. The company is also pushing for expansion into mainstream retail channels such as US World Market.
Launched in 2025, Seoul Sauce 1991 is a fusion gochujang-based table sauce brand that modernizes traditional Korean gochujang. Offering five flavorsβOriginal, Truffle, Carbonara, Mala, and Hot Curryβthe products can be used not only in Korean cuisine but also in global dishes like burgers, pizza, tacos, and pasta.
CEO Park Jun-hyun stated, “If we previously focused on introducing the brand locally and creating opportunities for consumers to experience it firsthand, we are now in the stage of connecting that demand to actual distribution expansion.” He added, “Rather than simply entering stores, it is important to build a brand that consumers look for first and that distributors can sell continuously.”>
He further stated, “Beyond the starting point of K-Food, our goal is to grow into a global table sauce chosen in the everyday dining of consumers worldwide,” and “Based on consumer responses verified in the US market, we will expand major retail channels and build a sustainable sales structure.”>
