Daily Busan
"Be brave enough to try something new or different"
Guido (right) and Annaria Schmidt, founders of THATs KiMCHi.
Busan is Good recently visited Hamburg, Busan's friendship city. There, in the heart of Germany's northern harbor city, we discovered a delightful surprise: a kimchi production facility.
We met Mr. Guido Schmidt, founder of the food company GoHallyu GmbH, and he shared the story behind his brand, "THATs KiMCHi." Inspired by his Korean mother's unique recipe, Mr. Schmidt has successfully introduced this iconic Korean food to the German market.
Q. Could you introduce yourself and your business?
A. I'm Guido Schmidt, and this is my wife Annaria. Our company name is "GoHallyu," and our brand name is "THATs KiMCHi." We started THATs KiMCHi at the end of 2023. We produce kimchi in Hamburg using my mother's recipe. My mom is Korean, so we make original Korean kimchi.
Q. What brought you to live in Busan?
A. Before launching my kimchi business, I worked at Airbus, a leading aircraft manufacturer, for 12 years. I was stationed in Busan to help facilitate communication between Airbus and our Korean partners.
Q. How was your experience living in Busan? What impressions did you have?
A. Busan is a vibrant city, full of beautiful sunlight and energy. What I really loved was the accessibility to nature. I could enjoy outdoor activities in Haeundae, where I lived, without traveling far. The mix of natural beauty and the modern architecture is precisely what comes to mind when I think of Busan. In many ways, it reminded me of Hamburg, my hometown.
Q. Why did you decide to start a kimchi business in Hamburg?
A. After my time in Busan, I relocated to Canada. My family and I lived there for 3 years, and during that time, I felt the urge to try something new. Once the idea took hold, I knew I shouldn't keep putting it off or the opportunity might slip away.
After many conversations with my wife, we decided to sell Korean food. We started with kimbap, but eventually expanded into kimchi, inspired by the popularity of our kimchi kimbap. That's how the business evolved.
Q. Busan is promoting itself as a city where young people can thrive. I've heard that Hamburg has a high rate of youth entrepreneurship. Why do you think that is the case?
A. The infrastructure in Germany is different from that in Korea. In Korea, everything is centered in Seoul. Seoul is so much bigger than all the other cities.
But in Germany, it's divided. Berlin is big, but Hamburg, Munich and Frankfurt are also big. Each city has different specialties. So, I think there is competition between the cities to be more attractive to young entrepreneurs. It's a good thing when cities compete for young talent. In Hamburg, people can rent spaces, like for an office or a small kitchen, where they can try things. Plus, there is a harbor, like in Busan, so there is good infrastructure for trade and logistics and lots of diversity.
Q. As someone who lived in Busan, what areas do you think Busan should focus on to support young entrepreneurs better?
A. In my view, the most important aspect of starting a business is access to the right space. So first, the city should provide proper facilities, such as shared kitchens and co-working spaces. These facilities can ease the financial pressure on young entrepreneurs in the early stages. Once they have a dedicated space, they can better focus on their ideas. I also recommend organizing competitions for young entrepreneurs. These events allow participants to gain inspiration from one another and grow through the process itself.
Q. What advice would you give someone wanting to start a business in Busan or Hamburg?
A. Believe in your ideas, but also trust in the value of feedback and the importance of taking practical steps forward. Keep refining your ideas because there's always room for improvement. And sometimes, real growth requires boldness. Be brave enough to try something new or different. That's how you improve and make your business stand out.