Seoree (pronounced “sah-ree”), a premium Korea-based produce distributor, is making its official debut into U.S. markets with an upcoming brand launch at a private salon-style reception in Washington, D.C. The event will draw members of the Washington media elite and staff from the Korean embassy, along with international business faculty from George Washington University and representatives of other local and international business interests, according to a news release.
Entitled “Sneak a Bite,” the reception is an opportunity to introduce the Seoree brand and its product offerings to American audiences in Washington. It will feature a demonstration by a Korean celebrity chef, and event attendees will have the opportunity to sample organic Korean fruits in a combination of specialty dishes and custom cocktails.
The event title comes from Korean tradition. According to cultural lore, in the early morning Korean children used to sneak into the royal gardens to grab a piece of the king’s delicious fruit. Seoree now wants to invite customers in American markets to share in the traditional treat of kings, the release says.
“I am excited by the opportunities that will be open to Seoree by operating within the American market,” says Sung-Jin Kong, CEO of Seoree. “Our fruits, like premium apples and pears, are sourced from more than 150,000 orchards and farms around Korea. We have instituted a rigorous quality-assurance process that ensures only the best pieces of fruit—those with the proper sugar levels and the best texture—bear the Seoree label.
“We are confident that American consumers will also see and taste the great quality of our products,” he adds.
The brand launch is supported by two other Korea-based organizations: the Kim Chang Joon Future U.S.-Korea Foundation, led by former U.S. Rep. Jay Kim, the first Korean-American to serve in the U.S. Congress; and the Korea Fruit Agricultural Co. Federation.
Rep. Kim recently was appointed to the new South Korean president’s National Economic Advisory Council, and the newly minted free-trade agreement between South Korean and the U.S. makes possible precisely the type of relationship Seoree is trying to create—the sharing of products and goods between nations to foster freer markets and broader cultural understanding, the news release says.
“I am highly gratified to help Seoree succeed here in the United States,” Kim says in a statement. “My position in both the United States and Korea allows me to encourage economic development between our nations, and the new free-trade agreement lets companies like Seoree flourish in new markets.”
The invite-only event will be held at the W Hotel in Washington, D.C., on July 17.