Seoul Sauce Resonates in the "Land of Salsa" Mexico... Accelerates Push into Central and South American Markets

- Positive Reception from Buyers and Consumers at the 2026 K-EXPO MEXICO
Seoul Sauce to Expand through Online and Offline Distribution Channels in Mexico

- Plans for Supply in Guatemala Also Underway
Global Distribution Network to Grow from North America to Central and South America

Photo provided by Seoul Sauce 1991

SauceCo, which operates the global K-sauce brand “Seoul Sauce 1991,” is set to proactively target the Central and South American market, building on the local response it received in Mexico.

SauceCo recently announced that it participated in the “2026 K-EXPO MEXICO” held in Mexico City, where it showcased Seoul Sauce’s signature products to local buyers and consumers.

This large-scale event was organized to connect Korean content and consumer goods industries with overseas markets. A variety of Korean companies—across K-Food, K-Beauty, content, and technology—took part. The event’s significance was heightened by the visit of President Lee Jaemyung, who was in Mexico on a state visit and reviewed the progress of Korean companies expanding into the Central and South American market.

Taking this event as a starting point, SauceCo has continued discussions to expand the business scope of Seoul Sauce in the local market.

At this exhibition, Seoul Sauce presented a reinterpretation of gochujang, offering it not simply as a traditional Korean fermented paste but as a “global table sauce” that anyone can easily use in daily life.

In particular, the strong response from local officials is especially significant, as Seoul Sauce—based on gochujang—resonated well in Mexico, a “land of salsa” where spicy flavors and sauce culture are deeply rooted in everyday life.

Seoul Sauce has been developed to retain gochujang’s signature spiciness and savory depth, while allowing it to be enjoyed instantly with food without additional seasoning or cooking. Its versatility makes it a natural fit not only for Korean dishes, but also for familiar local favorites such as tacos, burritos, chicken, French fries, and sandwiches.

Using the momentum from K-EXPO, SauceCo plans to supply Seoul Sauce to the Mexican market sequentially through both online and offline distribution channels discussed locally. The company is also preparing to supply products in the Guatemala region, intending to use Mexico as a key hub for expanding into Central and South America.

In particular, SauceCo’s strategy is to expand its global distribution network from its existing experience in the North American market, now reaching into Central and South America, starting with Mexico and Guatemala.

Joonhyun Park, CEO of SauceCo, stated, “Mexico is a market with a very strong culture around sauces and spicy flavors, so I was eager to see how Seoul Sauce—based on Korean gochujang—would be received in the land of salsa. On site, we received even better feedback and more varied distribution offers than expected, reaffirming that gochujang can be embraced as an everyday table sauce on dining tables around the world—not just as a condiment for Korean cuisine.”

He added, “We plan to aggressively expand the presence of Seoul Sauce not only in the North American market, centered on the United States, but also in Mexico, Guatemala, and other Central and South American markets. Our long-term vision is to make gochujang a global table sauce that seamlessly fits with the food culture of each country, growing Seoul Sauce 1991 into a worldwide K-sauce brand.”

This content was produced with the assistance of AI translation services.