Heeyoung Lim, Director of aT Frankfurt Office: “Yorijori Food Opens New Horizons for K-Food in Romania”

Yorijori Food, a key player in bringing Korean cuisine to Romania, has officially inaugurated its newest K-FOOD store in Pitești, marking the seventh location in the company’s expanding national network. This milestone reflects the company’s commitment to transforming K-Food from a niche trend into a mainstream culinary experience in Romania and Eastern Europe.

The launch event brought together notable guests from both local and international communities, including representatives from the Embassy of the Republic of Korea, the Korea Agro-Fisheries & Food Trade Corporation (aT), local government officials, and Korean-Romanian business leaders.

“I’m extremely excited that we’ve opened a Korean Food store here in Pitești, and it’s a great honor to be part of this special event. This launch is not just about opening a new store – it represents a meaningful step forward. Interest in K-Food continues to grow, and the Korean Wave is stronger than ever,” — Heeyoung Lim, Director aT Frankfurt Office

The opening of the K-FOOD store in Pitești received significant support from the aT Center Frankfurt, a branch of the Korea Agro-Fisheries & Food Trade Corporation (aT). The newly launched store was designed as a strategic hub for expanding Korean food exports to the emerging Eastern European market, with Romania positioned as a key destination in aT’s broader European culinary promotion initiative.

The new Pitești location aims to go beyond retail. It includes a cozy outdoor terrace and a curated selection of Korean dishes freshly prepared on-site daily, such as kimbap, and other ready-to-eat specialties. These products preserve the authentic taste of Korean cuisine while being adapted slightly to local preferences – making them accessible, familiar, and exciting for a diverse audience.

C&B: Ms. Lim, welcome to Romania! What does the opening of the K-Food store in Pitești represent for aT Center and for your broader mission in Europe?

Lim Heeyoung: Thank you! We’re truly excited to be here. The opening of the K-Food store in Pitești marks a very meaningful step for us. It’s not just a new retail space—it’s our first footprint in this part of Eastern Europe. For aT Center Frankfurt, it represents our broader mission to make Korean food more accessible across the continent, especially in growing markets that are just beginning to explore Asian cuisine.

C&B: Why was Romania—and specifically Pitești—chosen for this initiative? What potential do you see in this local market?

Lim Heeyoung: Romania is a dynamic, fast-growing market with increasing curiosity about global food cultures. Pitești, in particular, is one of the country’s top 10 cities and a strong regional hub. While it’s not a capital city, that’s exactly why we chose it—because we want to reach everyday consumers, not just trendsetters in big cities. We see real potential here for Korean food to become part of daily life.

C&B: Korean culture has seen a tremendous rise in popularity across Europe through K-pop, K-dramas, and cinema. How much does this cultural wave support your mission to promote K-Food?

Lim Heeyoung: The Korean Wave, or Hallyu, has opened so many doors for us. When people enjoy Korean music or shows, they naturally become curious about Korean food. It creates a bridge—we don’t need to start from zero. K-Food becomes a way to go deeper into the culture they already love.

C&B: How does aT Center Frankfurt work with local partners to introduce Korean food to new audiences in Europe, especially those unfamiliar with it?

Lim Heeyoung: We collaborate with local importers, retailers, chefs, and media to create tailored experiences. That could be anything from cooking classes and tasting events to retail promotions and influencer partnerships. Our goal is to build familiarity and trust—not just sell products, but tell the story behind them.

C&B: What role does food play in the broader cultural diplomacy efforts between Korea and Europe? Can food be a bridge just like music or film?

Lim Heeyoung: Absolutely. Food is one of the most emotional and memorable ways to experience another culture. A good meal creates connection without needing translation. In that sense, K-Food plays a quiet but powerful role in cultural diplomacy.

C&B: What are some of the signature Korean products that you believe have the most potential to become household favorites in Romania?

Lim Heeyoung: We see strong potential in fermented products like kimchi, which aligns with health trends, and also in ready-to-eat items like spicy instant noodles and frozen dumplings. Korean sauces—like gochujang and soy sauce—are also gaining attention because they add deep, rich flavor to any dish.

C&B: With rising interest in healthy and authentic cuisine, how is Korean food positioned in terms of quality, nutrition, and uniqueness?

Lim Heeyoung: K-Food fits today’s food trends very well. It’s packed with vegetables, fermented for gut health, and full of natural umami. Many dishes are low in fat but high in flavor. It’s clean, bold, and different—but still approachable. That uniqueness is what draws people in.

C&B: What are the main challenges you face when bringing Korean food into new markets, and how do you educate consumers unfamiliar with the flavors or ingredients?

Lim Heeyoung: The biggest challenge is the learning curve. Some flavors—like fermented sauces—are unfamiliar at first. That’s why we focus on helping people discover the food in fun, hands-on ways. We use tastings, in-store demos, cooking videos, and simple packaging explanations to help consumers take the first step. Once they try it, they usually come back for more.

C&B: Finally, what message would you like to share with Romanian consumers who are just discovering the flavors of Korea for the first time?

Lim Heeyoung: I invite everyone to be curious and open. Korean food is more than just flavor—it’s a way to connect with a rich, vibrant culture. I hope this is the beginning of an exciting journey into Korean cuisine, full of new favorites, warm memories, and joyful experiences. At aT Center Frankfurt, we’ll continue working to bring more Korean food to communities across Europe—so that even more people can enjoy its unique taste and cultural depth.