Brands looking to export K-food to the US usually ask the same first question: where do we even start? Most K-food brands end up following a fairly consistent sequence as they expand distribution.
Step 1: Korean markets like H Mart — the validation channel
H Mart, the largest Korean supermarket chain in the US, is the most common entry point for K-food brands new to the market. It already has an established Korean-food customer base, which makes it easier to generate early sales data — data that later becomes the basis for negotiating with other channels. Alongside H Mart, Asian grocery/online platforms like Weee!, 99 Ranch Market, and 168 Asian Mart are commonly used for early expansion as well.
Step 2: Expanding across Asian markets — building a track record
Once sales performance is validated at H Mart and similar stores, the next step is usually expanding to other Asian grocery chains and online Asian marketplaces. This stage is also typically when a brand builds up its own logistics and inventory capacity.
Step 3: Mainstream retail — a much higher bar
Getting into mainstream retailers like Costco, Trader Joe's, Whole Foods, or Kroger requires a completely different level of readiness. FDA facility registration and US-format nutrition labeling are just the baseline — each retailer's own vendor review process (quality certification, MOQ, compliance with their routing guide) matters too, and many retailers specifically look for an already-proven sales track record. This is exactly where the sales data and reviews built up in steps 1-2 become negotiating leverage.
Vendor vs. Marketplace, once again
As covered elsewhere, entering mainstream retailers splits into the same two paths — Vendor (the retailer buys and stocks your product directly) and Marketplace (you sell directly through the retailer's platform). Because K-food often involves fresh or perishable goods, vendor agreements tend to come with especially strict requirements around distribution center (DC) delivery rules and shelf-life standards.
Key takeaway
K-food brands typically follow a three-stage path: validate sales at Korean markets like H Mart, expand across Asian grocery channels, then use that track record to negotiate with mainstream retailers like Costco or Kroger. Rather than targeting mainstream retail from day one, building a track record step by step tends to be the more realistic approach.