YJ Company specializes in producing and selling premium Jeju fish cakes made from Jeju’s local agricultural and marine products. CEO Kim Bong-Jin attributes the global success of Jeju fish cakes to the collaboration with the people of Jeju. We sat down with him to learn more about how Jeju fish cakes came to be and what the future holds for the company.
Written by Seong-Hee Kim | Photos by Seong-Geun Lee
Q. Congratulations on winning the grand prize at the Open Pitching Competition of the Integrated Local Festa held in Suwon. Could you share what you did before starting your business and what motivated you to become an entrepreneur?
Before starting my own business, I worked for a lifestyle and culture company, mainly in the food branding sector. My role involved elevating franchise café brands to a premium level. Eventually, I was responsible for managing brand integration as well.
Through years of working in the industry, I began to see market trends more clearly. Around a decade ago, I noticed the rapid growth of the frozen food export market. Fish cakes, in particular, are primarily distributed in frozen form, making them highly suitable for export. I believed they had potential not only in Korea but also in the global market.
YJ Company, winner of the Grand Prize (1st place) at the Integrated Local Festa Open Pitching Competition
Q. What led you to specifically start a business with Jeju fish cakes made from Jeju’s local fish?
Through my work, I realized that fish cakes have been the fastest-growing single food category in Korea over the past decade. While they were traditionally consumed as a side dish, growing consumer interest in healthier and more premium fish cakes has led to the expansion of the market, including high-quality fish cake bakeries, fish cake noodles, and snack varieties. As a result, the total market size has exceeded 1 trillion KRW, and it is expected to double in the next 10 years.
In the past, Busan was the most renowned city for fish cakes. However, I wanted to create something with a distinctive identity. After much thought, I decided on "Jeju Fish Cakes" because I saw great potential in Jeju. Initially, I focused on B2B sales, leveraging our core expertise in fish cake batter technology. At the time, YJ Company was a small business, and expanding into the B2C market required significant time and resources. To establish credibility, we targeted high-end hotels such as Hyatt and Parnas Hotel, as well as newly opened five-star hotels in Jeju. Although getting fish cakes onto their menus was challenging due to their stringent requirements, we successfully met all their standards.
Q. What are the key characteristics of YJ Company’s Jeju Fish Cakes?
YJ Company currently holds two patented products and has acquired one technology transfer. Among our patented technologies, one of the most important is our natural ingredient-based batter technology. Fish cakes can be made with only fish meat as the main ingredient, producing a high-quality product. However, many manufacturers add excessive amounts of flour or starch to reduce costs and use artificial flavor enhancers to enhance taste. Additionally, small amounts of potassium sorbate, a food preservative, are often added to extend shelf life. Jeju Fish Cakes, on the other hand, contain 95% fish meat and no flour, ensuring both health benefits and an excellent texture. We also use fresh vegetables, seafood, and meat sourced directly from Jeju’s pristine environment. This combination of advanced technology and premium local ingredients allows us to create an unparalleled product. The taste and quality of fish cakes depend not only on the type of fish used but also on the water, salt, and oil incorporated into the process. To enhance our product, we utilize Jeju’s unique volcanic seawater, a globally rare resource. We also pay special attention to the oil we use, opting for high-quality rice bran oil to achieve a clean, refined taste. Lastly, we add seaweed powder, which enhances the identity of Jeju Fish Cakes. Beyond traditional fish cakes, we create specialty varieties incorporating a diverse range of natural ingredients. One example is our Kabocha Pumpkin Fish Cake, which features a unique flavor from kabocha powder, hijiki powder, and seaweed powder. Since most of our ingredients are sourced from Jeju, we take great pride in offering truly valuable food products.
Kabocha Pumpkin Fish Cake, Vegetable Fish Cake, Soup Fish Cake, Abalone Pancake Fish Cake
Q. Your products, such as Barley Fish Cakes, Red-Banded Lobster Fish Cakes, Seaweed Fish Cakes, and Black Pork Meatballs, all showcase elements of Jeju. Recently, you even introduced meal kits. Were there any challenges in product development?
Developing these unique fish cakes involved a lot of trial and error. To minimize mistakes, we collaborated with local food manufacturing companies in Jeju. We also conducted pilot tests at Dongmun Market and Seogwipo Olle Market, directly introducing our products to customers. Moreover, we partnered with local businesses such as Jeju Achim Miso Ranch and Aewol Appa-deul, securing various distribution channels. By building a strong local network, we were able to continuously refine our products based on valuable feedback. This community-based approach played a crucial role in the success of Jeju Fish Cakes.
CEO Kim Bong-Jin explaining the product development process
Q. Export seems to be a significant part of your business. How has the global market responded, and what are your strategies for expansion?
The most positive response so far has come from City’Super, a premium retailer in Hong Kong. After entering this market, we received inquiries from other regions in China and even the United States, leading to successful contracts. Recently, we finalized negotiations with Australia, and we are set to begin full-scale exports soon. Additionally, Russia and Mongolia have also shown interest in our products.
Through our overseas expansion, we have realized the strong international recognition of Jeju. Jeju is widely known for its pristine natural environment, which adds to the appeal of our products. The increasing presence of Jeju in global OTT content, such as on Netflix, has further strengthened this perception. As a result, many international buyers are actively seeking out Jeju-related products, creating new opportunities for us.
Q. It seems that these factors contributed to winning the grand prize at the Local Festa Open Pitching Competition.
We didn’t just emphasize the use of high-quality local ingredients—we focused on the shared values and vision we have built with the people of Jeju. At YJ Company, we are committed to honestly conveying our journey and future aspirations.
When I first came to Jeju, I made it a priority to join the Jeju Fisheries Processing and Distribution Association. I also built relationships with early-morning wholesale distributors, understanding their work and sourcing the best ingredients through them. Ultimately, Jeju Fish Cakes are not just a product of YJ Company—they are the result of collaboration with local distributors and producers. By carefully selecting the finest ingredients together, we have been able to introduce premium Jeju fish cakes to the global market. I believe it was this message that resonated strongly with the judges and helped us win the award.
Jeju Fish Cake Gift Set, infused with the essence of Jeju’s natural beauty
Q. What are your future plans? Does YJ Company have any expansion strategies or goals?
At the core of YJ Company’s expertise is Jeju Fish Cakes. We have the confidence to create the finest fish cakes using any local ingredients from Jeju. Moving forward, we aim to diversify the applications of our premium Jeju fish cakes. For example, we are considering launching Jeju Fish Cake Kimbap and Jeju Fish Cake Ramen. Additionally, we plan to develop our own fish cake brand into a franchise and further expand into the export market.
Although we have made significant progress since first launching Jeju Fish Cakes, there is still so much more to achieve. Our vision is to continue expanding our business, introducing Jeju Fish Cakes to the world, and ultimately promoting Korean fish cakes on a global scale. We appreciate your support as we embark on this journey. Thank you!
