“Promoting the competitive edge of 100% pure buckwheat” ... Kyochon’s Memil Danpyeon to take part in franchise expo

[Financial News] Kyochon F&B’s buckwheat cuisine brand Memil Danpyeon will take part in the country’s largest startup expo to showcase the competitive edge of premium Korean cuisine.
According to industry sources on the 23rd, Memil Danpyeon will participate in the 2026 IFS Franchise Startup & Industry Expo, which runs through the 24th at COEX in Gangnam-gu, Seoul.
Hosted by the Korea Franchise Association (KFA), the expo is the country’s largest event for the food-service and service franchise industry. Kyochon F&B will run a booth introducing Memil Danpyeon’s brand story and signature dishes, giving visitors the chance to experience the taste and appeal of buckwheat firsthand.
The brand showcase will display actual ingredients, including buckwheat hulls and kernels, 100% pure buckwheat flour and cold-pressed perilla oil, to offer an intuitive look at how the dishes are made and convey the brand’s philosophy.
The tasting area will feature live cooking demonstrations and, over three days, offer three signature dishes to around 900 pre-registered visitors. The menu includes perilla-oil buckwheat noodles served with perilla oil made using a 50-year-old tradition and a special soy sauce; mixed buckwheat noodles topped with a sauce made by aging natural ingredients such as fruit and vegetables for 72 hours; and seasonal greens and jipjang noodles, combining seasonal greens with a special fermented jipjang made using doenjang from Kyochon’s agricultural corporation, Fermentation Workshop 1991.
A Kyochon F&B representative said, “This expo is an opportunity to introduce more people to the variety of dishes made with pure buckwheat, which is gaining attention as a health food, and to the distinctive appeal of the Memil Danpyeon brand. We will continue to expand our touchpoints with customers through differentiated menus and diverse channels.”



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