Last year, the United States was the largest market for South Korea’s “K-food” exports. At one point, Trader Joe’s, which operates over 560 stores across 42 states, even faced a kimbap shortage. While the global influence of Korean culture has fueled the growing popularity of Korean food across the country, the longstanding efforts of second-generation Korean American entrepreneurs to localize Korean cuisine have been just as vital.
One such pioneer is Kheedim Oh (Oh Ki-rim), who founded the kimchi brand Mama O’s Premium Kimchi in New York in 2007. Today, Mama O’s supplies major grocery chains like Whole Foods Market, as well as universities and restaurants, primarily in the eastern U.S. In 2021, the Korean Cultural Center New York named Oh the first honoree of its K-New Leaders program, which highlights successful Korean Americans in the region. ChosunBiz interviewed Oh via email.
Born in Maryland, Oh had no background in the food industry before starting his business. After graduating from college in Boston, Massachusetts, he spent 14 years as a DJ while also working in concert planning and music production. “Starting a business wasn’t a sudden decision,” Oh said. “Back then, the kimchi available locally tasted nothing like authentic Korean kimchi, and I couldn’t find the kind I wanted.”
Missing authentic Korean kimchi, Oh sought out his mother. Living in New York, he traveled to Maryland to learn her kimchi recipe, driven by a desire to preserve his Korean heritage. With just $50 to his pocket, he spent $20 on a round-trip bus fare and used the rest to buy napa cabbage, red pepper powder, and other ingredients. He then packed his homemade kimchi in an old cooler bag and carried it back to New York.
New Yorkers quickly fell in love his traditionally made kimchi. “Many had tasted kimchi before, but only poor-quality versions. When they tried ours, it was a revelation,” Oh said. With limited funds in the early days, he transported kimchi by subway. His business gained stability with support from small business programs like the Brooklyn Chamber of Commerce. Today, Mama O’s Premium Kimchi produces all its products in its own factory in Queens, New York, without outsourcing.
Mama O’s Kimchi gained wider recognition after Oh appeared on the hit reality TV show “Shark Tank,” where entrepreneurs pitch their businesses to potential investors. “I actively participated in food expos, which led to the opportunity to be on ‘Shark Tank,’” Oh said. “It ended up being the highest return-on-investment (ROI) event for our business.”
Oh named his company after his mother, incorporating her last name into the brand. “She remains Mama O’s Premium Kimchi’s chief quality inspector,” he said. “I regularly send her samples, and she always provides honest feedback.” He noted that his mother follows the Buddhist philosophy of continuous self-improvement, a principle he has integrated into the company’s operations.
Founded with a focus on traditional napa cabbage kimchi, Mama O’s Premium Kimchi has since expanded its product lineup to include vegan kimchi, kimchi chili hot sauce, kimchi flakes, and kimchi paste. While adapting to American dietary preferences, Oh emphasized that the core flavors remain true to authentic Korean kimchi. “Aside from the fact that I was born in the U.S., we haven’t adjusted our flavors for the market,” he said. “Our strength lies in selling ‘authentic’ kimchi.”
One of the company’s standout products is its shelf-stable kimchi paste, the first of its kind. Oh explained that the paste was developed to address inconsistencies in homemade kimchi recipes, where ingredient measurements often vary. By standardizing proportions, Mama O’s Premium Kimchi ensures consistent flavor while simplifying the kimchi-making process.
Beyond selling its products, the company actively promotes Korean kimchi culture. It offers half-gallon (about 1.9 liters) ceramic kimchi storage jars inspired by traditional onggi—Korean earthenware vessels made of clay and commonly used for fermenting and storing food—along with the signature pink rubber gloves used in kimchi-making. Each summer, it hosts Kimchipalooza, a festival featuring free kimchi-making workshops, spicy kimchi-eating contests, and other events. This year, Oh plans to expand the New York-based festival to Los Angeles.
Having built a strong presence in the northeastern U.S., Mama O’s Premium Kimchi is now expanding nationwide. Starting next month, its kimchi products will be available at retailers across the country, with its kimchi paste and other sauces distributed through both retail and food service supply chains. “We recently secured a deal with one of the world’s largest food service companies, which will take our products nationwide and eventually into global markets,” Oh said. “A decade of effort is finally paying off.”
Despite the company’s growth, Oh said profit maximization is not the primary goal. “Our business philosophy prioritizes taking care of the team that makes it all possible,” he said. Since the company’s early days, he has shared meals with employees to foster a culture of equality and well-being. “A company’s culture is shaped by the actions of its leadership,” he said. “Our mission is to produce the best products and operate as efficiently as possible.”
