Part 6/10:
One prominent example is Kokoba, the maker of Irvins salted egg snacks, known for its quality and innovation. Irvins has expanded into 12 markets, primarily in Asia-Pacific, and entered the U.S. market last year. Facing challenges such as educating American consumers unfamiliar with salted egg flavors, Kokoba focused on niche marketing, online sales, and social media promotion. They also adapted their product line—creating salmon skin chips as a substitute for the forbidden fish skin product—demonstrating flexibility and resilience. Their success underscores how strong branding and storytelling are crucial for credibility in foreign markets.