MB Pro launches Korean cuisine brand 'MUISEGYE', entering food service with Mullae-dong as its first location

MB Pro, a company known for its expertise in domestic livestock distribution and exports, is venturing into the food service industry with the launch of its new Korean cuisine brand, 'MUISEGYE'. The company officially announced its expansion into the restaurant business, opening its inaugural 'MUISEGYE' location in Mullae-dong, Seoul.

The brand's unique selling proposition lies in its use of traditional Korean cast iron pots in the cooking process. The signature dish, 'Chicken Bone Broth Noodles,' is prepared by slow-simmering chicken broth for extended periods in these cast iron vessels. This approach blends traditional culinary techniques with modern restaurant management practices.

Previously, MB Pro focused on B2B supply of agricultural, livestock, and fishery products, as well as exporting Korean beef and expanding distribution networks in Southeast Asia. With the introduction of 'MUISEGYE,' the company aims to establish a comprehensive value chain, encompassing everything from raw material sourcing and processing to distribution and restaurant operations. This integration will leverage its existing distribution infrastructure for its new food service venture.

The choice of Mullae-dong for the first restaurant was strategic, connecting the brand's core element of 'cast iron' with the area's historical identity as a hub for metalworking industries. MB Pro plans to further integrate traditional Korean cooking methods, including the use of cast iron pots, into its brand narrative and operations.