What kind of company is “Streetlight”?

The brand Streetlight aims to cast new light on familiar Korean foods, much like a streetlight brightens the darkness along the road. Founded in 2023 by two colleagues from the same food company, it introduces snacks that reinterpret Korean cuisine and ingredients through the concept of “Healthy Pleasure.” Starting with Jeon Basakhaeyo, the brand continues to expand its lineup step by step.

Can you tell us how “Jeon Basakhaeyo” was developed?

This product began from a very personal moment. The two co-founders were talking about “the most delicious food we’ve had recently” and recalled the crispy edge of the seafood pancake (haemul pajeon) they once shared. The idea started with the thought, “What if we turned just that part into a snack?” Around the same time, the processed rice food market was growing, and global interest in K-food was on the rise. This gave us the confidence to create and brand it as a distinctly Korean snack.

What did you focus on most when creating the product?

The key was to recreate the crispy yet flavorful texture of the golden-brown edge of Korean pancakes. We used the same powdered and granulated ingredients found in actual seafood and kimchi jeon so that a single bite would instantly evoke the taste of the original dishes. The name “Jeon Basakhaeyo,” which carries a double meaning of “the jeon is crispy” and “I’m crispy,” along with the package design featuring the process of frying and eating jeon, was created to express a distinctly Korean sense of humor and sentiment.

Recreating the crispy edges of jeon as a scorched rice snack is such an interesting idea. When you turned it into a snack format, what worked better than expected, and what challenges did you face? Also, are there other ways to enjoy it deliciously?

What exceeded expectations was how well the original flavor came through. The taste retained the natural savoriness of the base ingredients. The most challenging part, however, was finding the right balance between crispiness and nuttiness. With variables such as the moisture content of seafood and kimchi and the particle size of the granulated ingredients, it took dozens of tests to perfect the recipe. After much trial and error, the ideal harmony of flavor and texture was finally achieved - and “Jeon Basakhaeyo was born.” Thanks to its rich umami and mildly salty taste, it pairs perfectly with beer, and when enjoyed with spicy chili pepper soy-mayo sauce, it delivers the full flavor experience of freshly cooked Korean pancake.

How did you take tourists as a special group of consumers into consideration in your product design?

We designed it so that tourists could instantly recognize it as a distinctly Korean snack at first glance. The logo featuring Hangul typography, along with illustrations of flipping jeon and traditional makgeolli cups, visually represents Korean food culture. Through emotionally engaging yet playful packaging rarely seen anywhere else, we aimed to offer international visitors a friendly and memorable “one-bite K-food experience.”

What are your future plans and vision?

We plan to expand the lineup into a series of traditional Korean foods, such as potato pancake, chive pancake, and mung bean pancake, each reflecting the unique local flavors of Korea’s regions. In addition, by using 100% domestically produced brown rice, we are contributing to the increased consumption of Korean agricultural products. Going forward, we aim to grow into a global K-food snack brand that offers healthy, engaging snacks made with authentically Korean ingredients.