CEO Hong Su-yeon of Connect With started
this business after she quit her job and went to France. She then promoted
Korean food there. That was how it all started. Since then, she took interest
in the food industry and started to develop simple-prep food.
AVING News interviewed Hong Su-yeon, the
CEO of Connect With, which participated in the MIK HOT SPOT (Made in Korea
Online Exhibition) Seoul Food Startup Center.
Please introduce your company and products.
Connected is a food tech company that makes
simple-prep food, and it makes healthy foods that even the busiest people of
modern days can eat with minimum preparation.
When you eat cereal, you have to get the
milk, bowl, spoon, and then wash the dishes after eating. On top of that, you
have to store the cereal. That make it very inconvenient. And more importantly,
you can't really estimate how much cereal you ate, and it takes about 10 to 15
minutes to prepare and eat the cereal.
Our product We:Meal Cereal has solved all
these problems. It's a portable cereal that you can easily carry anywhere and
shake and drink when you need it.
What are the specialties about the product?
There are already a lot of food like ours.
Raw food powder, grain powder, and Labnosh and Meals... They are out on the
market for sure. I know that there are many, and we are all used to it. But,
what makes our product special is that it contains cereal. When you drink
powdered products melted in milk or water, you grow hungry very soon, and you
look for food again.
Since our product contains the cereal
itself, you can chew it, and it fills you up. And our patented formula keeps
the cereal crunch for a longer time in liquid. So, you can have the cereal
that's crunchy until you finish eating.
It was made to dissolve easily, just by shaking
four to five times. The powder does not burst, and you can enjoy it more
Do you have plans to enter the global market?
Cereal is becoming more and more popular in
Korea, but it is definitely more enjoyed in the Western world. So, from the beginning
of product development, we had the overseas market in mind. So, in 2019, with
the support of the French government, we moved into the world's largest startup
campus called Station F and received the accelerating support for three months.
We have also experienced the accelerating program in Tel Aviv, Israel from the
joint support from the Korea-Israel governments and broadened our perspective
and expanded the market.
And, we have established a corporate in
Paris, France in July 2019, and we are doing things to enter the European
We went out to the world's largest food
expo to meet buyers from all over the world, and now we are working on local
production through our French subsidiary and preparing to enter the European
What is your company aiming for?
We want to be reborn as a company that
provides products that can help take care of our customer's health while saving
time by combining simple and convenient technologies. We are currently
developing such products, starting with the We:Meal cereal, and make different
kinds of cereal like water cereal and hot cereal, expanding our product line
Seoul Food Startup Center, which
participated in MIK HOT SPOT (Made in Korea Online Exhibition) is providing
support to the agri-food-related companies come up with innovative ideas and
new products. It is supporting food processing technology, licensing, patents,
design, and promotional marketing so that agricultural products can be reborn
as high-value products. Various startup support services such as ▴Startup training
▴Mentoring ▴Consulting ▴Investment connection are
The official of the center said, "We are
fostering start-up agri-food companies to help develop new competitive
products. This is going to lead to the exports of Korea's excellent agri-food
and create more jobs, becoming a new growth engine for Seoul."
The global news network AVING News has
begun holding the MIK HOT SPOT (Made in Korea Online Exhibition) to help small
and medium-sized companies enter the market and attract investment 365 days a
year' AVING News has been running online exhibitions since 2005 and had 975
online exhibitions so far. Its YouTube online exhibition has placed itself as
Korea's largest online exhibition hall that opens with 19,000 videos (booths)
with more than 800,000 visits per month which means more than 10 million visits
The MIK HOT SPOT online exhibition is
scheduled to be held regularly according to the field, target market, and participating
institutions, and it will be presented as a new type of online business by
transforming the know-hows and values of the participating companies according
to the trend. Companies that want to participate can apply and apply through
the marketing support projects from supporting institutions in the local
governments. Refer to the institutions for more information.