Our second member of "FOOREND’s Friends" is Jae-eun Kim, who has worked as an MD & a Brand Marketer at Emart24, and as an HMR MD at Kurly, and is currently an athleisure fashion MD at MUSINSA(29CM).
Back when Alex, editor of FOOREND, was working in marketing at a previous company, she first connected through a brand collaboration. Since then, we’ve maintained a mutually supportive relationship, helping each other whenever needed.
We hope you enjoy reading this piece, and we’d greatly appreciate your interest in both the FoodTrend.news archive via the profile link and this new FOOREND’s Friends content.
Thank you.
Name : Jae-eun Kim
How you discovered FOOREND :
I first subscribed to FOOREND when I started my career as a Convenience Store MD. Back then, I was looking for a newsletter to keep up with trends, and FOOREND stood out because it wasn't just a list of news-it was deep analysis. I loved how it compared global trends with the Korean market and challenged me to think about how to apply those insights to the fast-paced convenience store industry. It's been my go-to source ever since.
What you DO :
I spent about 7 years in the food industry, working in MD and Brand Marketing for convenience stores, followed by a role as an HMR (Home Meal Replacement) MD at Kurly.
During my convenience store days, I actually met Alex in person for a collaboration project! I remember seeing his business card and being so surprised, asking,
"Wait, are you Alex from FOOREND?!" Currently, I've shifted gears and have been working as an Athleisure Fashion MD for the past 3 months.
The BEST part of your job :
The best part of being a Food MD is that you are at the center of "instant happiness." People feel simple, direct joy when they eat something delicious. Seeing people post about products I planned on Instagram or seeing Kurly customers enjoy a party with my products makes me incredibly happy. Also, as an MD, you get the chance to use company resources to bring your own creative visions and directions to life.
The HARDEST part of your job :
This might not apply to everyone, but for me, it was weight gain! (Laughs) Because I had to do so many rounds of taste-testing and comparisons to find the perfect flavor, I once gained over 8kg. It's definitely a professional hazard.
Your WEEKDAY routine :
Since I recently moved into athleisure fashion, my routine has become quite active. I start my mornings with light yoga at home. After work, I usually head to the gym or a yoga studio to work up a sweat, or I enjoy a dinner date with my friends.
Your WEEKEND routine :
I focus on balancing wellness and my love for food. I catch up on sleep, have a deep yoga session, and then treat myself to some amazing food and drinks to fully recharge.
Things you LOVE :
Intense yoga sessions that leave me drenched in sweat, hitting the sauna to detox, and the combination of high-quality sashimi with a great drink. (If anyone knows a truly amazing sashimi place or izakaya in Seoul, please let me know!)
Things you DON'T LOVE:
I don't really have many "dislikes," but I try to stay away from negative energy or people who are driven by jealousy rather than their own growth.
ANYTHING you'd like to say :
The food industry is a fascinating place where you can see customer reactions instantly. For those dreaming of a career in food, I highly recommend studying trends diligently with FOOREND! I've learned so much here, and I'll always be a loyal supporter of Alex and the FOOREND team. Thank you!
🕗1st Fridays – Korean Food Trend Highlights
🕗3rd Fridays – Global Food Trend Highlights
👀 Irregular Publication – FOOREND's Original Contents
✉️FOOREND's Food Trend Archive foodtrend.news
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