FIRST MARKET - 퍼스트마켓

When I was little, I used to follow my mother to the marketplace, holding her hand. She was a master of jeon—Korean-style fritters and pancakes made from a variety of ingredients.

Among them, her nokdujeon (mung bean pancake) was my favorite. She would soak mung beans overnight, then grind them by hand the next morning using a stone mill. The aroma, the rhythm of grinding, and the golden crisp of her jeon—I can still remember them vividly.

Now that she’s gone, my sister carries on the tradition during Seollal (New Year’s Day) and Chuseok (Thanksgiving). During these holidays, families across Korea gather to make all kinds of jeon—tofu, pollack, chive, green onion, kimchi, and meat skewers. Women cook together, stacking freshly fried jeon in large bamboo baskets, while men sneak a piece and smile—because that one bite is pure happiness.

It’s my dream to share the story of jeon, Korea’s heartfelt soulfood, with the world.

Ms. Jeon brings traditional jeon to the global table—vegan, wholesome, and made with beans as the key ingredient. While preserving the spirit of homemade jeon, we add a modern touch for today’s world—using advanced techniques like robotic grinding and creative combinations of fresh ingredients for perfect flavor and aroma.

Our jeon offers a clean, comforting taste—the kind that deepens with every bite. We’re also developing a line of bean-based sauces to pair beautifully with each variety.

Through supermarkets and delivery services, we hope to bring Korea’s most beloved comfort food to homes around the world—warm, simple, and made with love.