A local business named ‘Allgot’ has become the epicenter of a frozen gimbap (Korean dish made from cooked rice, vegetables, fish, and meat rolled in gim—dried sheets of seaweed—and served in bite-sized slices) frenzy, delivering a massive shipment to a major U.S. retail giant, triggering a nationwide shortage crisis.
Allgot, located in Gumi, North Gyeongsang Province, is the production hub behind the viral frozen gimbap sensation known as ‘Baba Gimbap.’ This delectable treat made its debut on the shelves of a prominent U.S. supermarket on Dec. 8, gaining instant fame when TikTok creators posted videos of themselves enjoying it. The videos collectively garnered a staggering 12 million views, propelling Baba Gimbap into the spotlight.
Thanks to the TikTok-fueled craze, Allgot managed to sell a whopping 250 tons of Baba Gimbap within just 10 days of its release. To put this into perspective, this quantity is equivalent to a million rolls of gimbap.
Allgot’s founder and CEO, Lee Ho-jin, originally involved in construction projects, took a leap into the gimbap business in 2020. Reflecting on his inspiration, Lee shared, “Being constantly busy, I often found myself eating gimbap.”
“Personally, I enjoyed gimbap so much that I pondered how to preserve leftovers for an extended period,” he said, adding, “That contemplation became the starting point of this venture.”
In a culinary journey spanning two years, Lee and his team of six employees at Allgot dedicated themselves to refining the art of frozen gimbap, meticulously studying aspects such as texture, size, and the overall culinary experience.
The daily routine involved sourcing gimbap from various eateries across the country, freezing them, and then arranging a multitude of thawed gimbap into stacks for tasting. The process of chewing and spitting became routine, as swallowing each gimbap would leave no room for testing the next.
Through this exhaustive process, Lee standardized key elements of the gimbap, such as a circumference of 48π (approximately 150mm) and a carrot thickness of 3mm. He also found that cooking the carrots until they are around 70-80% done maintains their texture when they are thawed, without making them too soft.
Continuing his quest for culinary excellence, Lee has unveiled yet another development – a three-tier gimbap container specifically designed for microwave use, earning it a coveted patent. This container addresses a common challenge faced when reheating gimbap in a microwave.
“When you microwave an entire roll of gimbap, the inside warms up by the time the outside becomes dry,” Lee explained. “To combat this issue, we designed the container to divide the gimbap into three pieces, ensuring even heating throughout.”
After perfecting the art of frozen gimbap, Lee set his sights on the international market, only to face unexpected challenges that demanded creative solutions. Regulatory restrictions on commonly used ingredients in Korea, such as artificial colorings and preservatives found in pickled radishes, proved to be a major roadblock in the export journey. To comply with international export regulations, Lee substituted these ingredients with white pickled radishes.
However, the hurdles didn’t stop there. The ban on exporting meat products led Lee to omit traditional meat fillings like ham and replace them with alternatives. To enhance the savory experience, Lee introduced ‘yubu’ (fried tofu pocket), providing a satisfying texture reminiscent of meat.
Lee said, “Some may notice a subtle difference with the white pickled radish, but we had to work within the limitations of export-approved ingredients.”
Lee identifies ‘flash freezing’ as the linchpin for achieving the best possible flavor for frozen gimbap. While conventional rapid freezing typically occurs at temperatures below -18°C, Allgot goes the extra mile, subjecting its creations to -45°C for a duration of 45 minutes. This technique prevents the gimbap from dehydrating during the freezing process, preserving its original flavor profile.
Looking ahead, Lee sets ambitious targets, projecting a sales revenue of 180 billion won for the coming year. His main focus is to introduce Allgot’s frozen gimbap as a Costco-branded product. Emphasizing the broader vision, Lee said, “We envision competing not just with ‘gimbap joints’ but positioning ourselves as a formidable player in the frozen and convenience food industry.”
This article was originally published on Dec. 13, 2023.
