Kimbap Craze:
WORDS Felicity Castor, Francis Jayco Dela Cruz, Larriezel Morada, Jorland Salando, & Kyla Vivero
Ate Kwoh’s Flavorful Recipe for a Small K-Food Business
Spotting a unique opportunity amidst the Korean culture trend, Abigail Gacutan from PUP studying Bachelor of Arts in English Language Studies described her plunge into a small korean food business in her community.
In response, Abigail, popularly known as "Ate Kwoh," channeled her entrepreneurial spirit. Using the food supplies originally intended for students like her, she shifted to serving other Korean cuisine from her little home kitchen. She refused to compromise on the quality of her ingredients, even if it meant making less profit.
Abby’s business started with a simple Facebook post on a group named PUP Community when she had leftovers from her usual kimbap-tofu combination for packed lunch. At the time, one of her blockmates didn’t have anything to eat so she gave them one roll of kimbap still wrapped in aluminum foil. Days passed and word about the delicious kimbap went around so her other classmates had her make more. They were her first customers and she sold the kimbap for only 50 pesos per roll without minding the cost of ingredients since profit was not in her plans originally.
“In a manner or in a way na pinapatikim ko lang sa mga friends ko, since yung love language ko is mamigay ng pagkain that time and that’s last year,” Abby said.
[In a manner or in a way, I let my friends taste the kimbap I made since giving food was my love language at that time.]
From then on, more and more orders had started to come in, which Abby did not expect. Her classmates would look for the tasty treat every time they had scheduled face-to-face classes and posts in the Facebook group looking for “Ate Kimbap'' asking when she would sell kimbap would pop up occasionally. She went from selling that whole week until the business continued to grow.
Time came when she needed to give her business a name, and that is when 아TTE 고WWU (pronounced Attekgowwu) came to life. She wanted something catchy, and having learned hangul from her foreign language class helped her come up with that name. Her interest in Korean culture also influenced her shop’s branding which made her stick to the bit.
Unraveling the Kimbap Craze: How 아TTE 고WWU Started
With a capital of 3,000 pesos from her scholarship money, Abby reflected on ways she can invest it and selling kimbap was what she decided on. From that first week, she earned more than 8,000 pesos in sales. From there, her profit continued to increase until she lost track of it. Thankfully, Abby has friends and classmates who she asks help from in reading and managing financial statements since Math is not her strongest suit.
The Hallyu Wave
Filipinos have embraced Korean culture since the introduction of early Korean dramas and movies to the nation, which was bolstered by the Hallyu Wave. Since then, many people of all ages, young and old, have appreciated the beauty and effect of Korean culture, which is now rarely regarded as a standard for films, cuisines, beauty standards, and other aspects.
Hallyu refers to the rapid spread of Korean culture in a country through kdrama presentations, markets, music, or films that pique fans' interest and engagement in Korean traditions such as food, language, and lifestyle. Hallyu hit the Philippines like a truck in 1990, while South Korea used internet technologies and social media to expand and propagate its culture. The gap between Korean and Filipino culture is not wide enough; each are distinct, but connections are obvious.
Diving into Korean food is about more than just savoring the delectable flavors; it's about honoring community, immersing oneself in the culture, and appreciating every sensory treat it has to offer. Kimbap has evolved from childhood memories of moms preparing it for picnics to cheap yet perfect grab-and-go food for busy days.
Kimbap is a combination of seaweed ("kim") and rice ("bap"), and it is not the same as "Korean sushi," as some may call it. Kimbap is created with sesame oil-based rice and stir-fried toppings, whereas sushi uses vinegar-based rice and raw seafood. Kimbap's ingredients are unusual and unique to the meal, including shredded carrots, pickled radish, pickled cucumber, Korean ham, beef bulgogi, egg, and odeng wrapped in seasoned rice and seaweed, to name a few.
During the height of the COVID-19 pandemic, the Philippines, along with much of Southeast Asia, experienced a booming interest in K-dramas and, by extension, Korean culture.
Let Her Cook: The Kimbap Making Process
Making and preparing food is not easy, let alone making huge amounts of it while still ensuring quality, but Abby has mastered the perfect recipe that keeps her customers coming back. She starts out by buying ingredients such as rice, vegetables, eggs, and crabsticks from the market in her hometown, Antipolo, which is less expensive compared to Manila. She also buys her nori or seaweed sheets online because she can save more using discount vouchers. Once everything is complete, she cooks the rice and sautees the ingredients at dawn to ensure freshness for selling for the rest of the day. Abby emphasized she’s not one to keep food in stock because of the health risks it comes with. By noon, she rolls the kimbap, slices it, and then packages it with roasted sesame mayo on the side.
Abby gets around 20 orders of kimbap daily, with 50 orders in a day being her largest order. She is the only one running the business, from preparing the kimbap to marketing, so getting a huge amount of orders can make her feel pressured sometimes. When she was still starting, Abby narrated how she would run out of ingredients and go back and forth to the market which is a bit of a hassle, but as time went on she got the hang of how much she needed and scheduled her trips to the market instead.
Social Media Savvy: An Approach Targeting the Student Market
When asked about her marketing strategy in her business, Abby emphasized the data-driven social media strategy. She prioritizes targeted online communities, like the PUP Community group on Facebook, to connect with potential customers. Understanding the fleeting nature of social media trends, Ate Kwoah utilizes features like Facebook Stories to showcase her product offerings, creating a sense of urgency and exclusivity. Using this simple yet productive approach, it allows Ate Kwoah to effectively generate interest in her delicious kimbap among her target audience.
“I just post on facebook groups, katulad [nung] sa PUP Community and sa page ko. Kapag nag-m-my day mabilis makita, minsan 2 seconds pa lang may nag-me-message na agad-agad” she noted.
[I just post on targeted Facebook groups like the PUP Community, alongside my personal page. Leveraging features like Facebook Stories helps me reach a wider audience more quickly. In fact, I've seen responses as fast as two seconds after posting.]
“Nagulat nga ako nakarating sa faculty. May taga-faculty na bumili tapos nag-chikahan kami kung paano nila nalaman, nakita pala nila sa PUP Community,” she added.
[I was pleasantly surprised to learn that my product has reached the faculty. A recent customer from the faculty mentioned seeing it advertised on the PUP Community group, which sparked their interest in trying it.]
Abby is currently residing in Antipolo, but she maintains a presence in Maui during periods of in-person classes at PUP. Staying in Maui allowed her to cater to a loyal customer base ensuring they have continued access to her popular kimbap.
Competitive Edge: From Self-Evaluation, Product Improvement to Customer Satisfaction
In talks about her competitive edge compared to other businesses, and the challenges she encountered along the way, Abby highlighted that her kimbap business is a combination of patience, a positive mindset, and a deep understanding of her target market. In addition, recognizing the budget constraints of college students, she prioritizes affordability in her pricing strategy.
“I really put into consideration ‘yong affordability ng product para sa ating mga college students,” she highlighted in the interview.
[I really put the affordability of the product into consideration for us, college students.]
Initially, Abby priced her kimbap based on self-evaluation: "Would I buy this at this price?" This customer-centric approach led her to adjust the initial price point from ₱50 to ₱60 per roll.
While the first iteration offered 8-10 slices with basic fillings (mango, carrot, cabbage, tuna), Ate Kwoah has since refined her product based on customer feedback and market trends. The current version features 5 slices with premium fillings (crab stick, cucumber, water spinach, egg) and boasts a more sophisticated flavor profile with roasted garlic sauce and sesame mayonnaise.
Notably, the shift from paper packaging to a plastic and foil combination addressed concerns about weather damage and ensured the integrity of the product.
Abby recounted a critical learning experience that underscored the importance of logistics in her business. A large order of 30-40 kimbap rolls was accidentally dropped during a train commute, prompting her to re-evaluate her delivery strategy. To ensure order fulfillment and customer satisfaction, Ate Kwoah opted to temporarily relocate closer to PUP by staying with relatives.
“May isang araw parang 30 or 40 orders, nag-co-commute lang ako mula dito hanggang doon tapos naka-train. Tapos one-time pa nasanggi ako, nagsitapon yung mga paninda ko. It’s a struggle and kinailangan ko gumawa ng diskarte kaya nag-decide ako na tumuloy doon sa relative namin malapit sa PUP para at least hindi na ganu’n kahirap sa pag-commute,” she recounted, reflecting on the logistical challenges she encountered early on.
[I was commuting by train from [Antipolo] to [PUP] with a large order of around 30 to 40 kimbap rolls when someone accidentally bumped into me, causing me to drop the orders. This incident prompted me to develop a new strategy to minimize the hassle of commuting. As a result, I decided to stay with relatives who live near campus.]
Abby’s commitment to continuous improvement is evident in both her product evolution and her strategic approach to logistics. Her focus on quality and affordability, delivered at a student-friendly price point, positions her kimbap business competitively within the industry.
The Room for Growth: 아TTE 고WWU’s Growth and Expansion
Abby aspires to create a physical store for his kimbap business. In an interview, Abby mentioned that her long term goal for his business is to acquire a booth for her business in PUP lagoon or in Teresa. Whereas her target market; PUPians, would be able to buy her products with much ease than her current set up.
“Parang a dream come true for me, dati di ko siya pinapangarap pero since may ganitong opportunity para sa akin, ang hirap niya nang pakawalan basta basta,” Abby said.
[ It’s like a dream come true for me. Before, I don't aspire to have it really, but now that the opportunity came along, it is hard to let it go that easily. ]
According to Abby, she would also introduce a variety of other Korean dishes such as crepe roll cake, kimchi rice, and cheesy corn recipes. Abby also gave a hint of expanding through resellers when she mentioned that there are people interested in selling her kimbap.
Abby also mentioned how impactful her business came to be when a Senior High School student was influenced by her hard work to do business while studying. At first she was afraid that the student might be her competitor in the business, he was asking details about her product which left her paranoid. But upon further chatter with the student, he mentioned that he was moved by Abby’s commitment to her business, leading to him also trying to take on the challenge of doing business whilst studying.
“Doon ko narealize after that night na may impact pala yung ginagawa ko sa ibang tao, na hindi lang pala ako kumikita. Meron palang mga natotouch na personality, na mga tao sa ibang lugar and sa messages namin nainspire siya to keep going,” Abby explained.
[ That night I realized that my actions have impacts on other people, like I’m not just doing it to make money. I am touching people’s personalities, people from other places - and through messages I was able to inspire him to keep going. ]
Her experiences also met her with different hurdles to vault over, but she used it as a lesson to propel her business forward. With that said, Abby shared six key lessons that she learned through her business career.
First is to not be afraid of making mistakes. Making mistakes in business may cost you, but be forgiving of yourself because it is part of the process. You are learning afterall. Second, is patience. It is vital in the industry, it will keep you running in the cup. Third, is to overcome your shyness. Opportunities would go to waste if you let your shyness takeover. Fourth, would be to not tell your dreams to the wrong people. You’ll either get discouraged or attract jealous people. Fifth, is to treasure individuals who stayed with you through your highs and lows. And lastly, give things to the Almighty at the end of the day.
Aside from that, Abby also mentioned tips for practical use in her business journey. According to her, creating a spreadsheet online to take note of her business records helps her greatly. She mentioned that she was using pen and paper for bookkeeping her records before, but upon discovering spreadsheets, she said that it has saved her great amounts of time in bookkeeping.
Abby has a lot to break through before she can obtain her dream physical store. While doing so, she is taking one step at a time in her business. She dreams of helping other Isko and Iska with regards to their finances by providing them employment opportunities.
“I would like to have a physical store and mag-employ ng mga kapwa Isko at Iska para matulungan sila sa mga financial problems nila kahit sa maliit na paraan ang laki na rin non sa taong gusto talaga,” Abby stated.
[ I would like to have a physical store and employ my fellow Isko and Iska to help them with their finances. Even with this little ways, it is big for people that really want it. ]
Food for Thought: The Complexity of Kickstarting a Business
Shining a spotlight on small businesses like Abby’s kimbap venture is essential. These enterprises which are known as micro, small, and medium enterprises (MSMEs) are the backbone of the economy due to their impact on employment, income, and overall economic development.
According to the Philippine Statistics Authority, MSMEs comprised 99.5 percent of all registered business establishments in 2019. They generate 62.4 percent of the country's total employment, contribute 36 percent of gross value added, and account for 25 percent of total exports.
With this, Abby’s story demonstrates how passion and perseverance can transform a simple idea into a thriving business, even with limited starting funds. Highlighting such ventures inspires others to pursue their entrepreneurial dreams and contributes to economic growth.
Small businesses also reflect the unique cultural and social fabric of their communities. Abby’s kimbap business, inspired by her love for Korean culture, adds diversity to the local food scene and meets the growing demand for Korean cuisine in the Philippines. This not only enriches the culinary landscape but also promotes cultural exchange.
However, the journey of small businesses is not without challenges. Abby faced numerous obstacles, from balancing her academic workload with business responsibilities to managing the pressures of high demand. She recalls crying at times because she ran out of ingredients and had to rush to the market, but she still managed. Her story of overcoming these hurdles through determination and resourcefulness resonates with many other small business owners who face similar struggles. By shedding light on these challenges, we can better appreciate the resilience required to run a small business and foster a supportive environment for entrepreneurs.
Abby’s journey offers valuable lessons for other Filipino entrepreneurs in the K-food sector. The increasing popularity of Korean culture, fueled by K-dramas and K-pop, presents a significant market opportunity. Small businesses can tap into this trend by offering authentic and affordable Korean food, much like Abby’s budget-friendly kimbap. Abby emphasizes that she considered the affordability of the product for students like her.
Abby’s success highlights the power of social media for marketing. Her strategic use of Facebook groups and community engagement helped her reach a wider audience with minimal marketing costs. She explains that she often posts on Facebook groups, like the PUP community, and on her page, and often receives messages within seconds.
Her experiences also underscore the importance of adaptability and continuous improvement. She refined her recipes based on customer feedback and improved her packaging for durability. Other small business owners can learn from this by staying responsive to customer needs and being open to making necessary changes.
"You need patience in business because that will keep you running on the cup," she stated.
Despite the potential for success, small businesses like Abby’s often face significant obstacles, such as stiff competition, limited resources, and the pressure to consistently deliver quality products. Abby’s ability to navigate these challenges serves as an inspiration for other entrepreneurs. It emphasizes that while the road may be tough, persistence and creativity can lead to success.
Abby's journey is a powerful reminder of the strength and potential within small businesses. For other Filipino K-food businesses, her story offers inspiration, practical strategies, and a reminder that success is possible with passion and perseverance. Supporting these businesses is not just about economic growth; it’s about nurturing the cultural and social richness that they bring to their communities.