This case examines the strategic challenge faced by Lily Hsu, overseas regional manager for Asia-Pacific at Chacha Food Co. Ltd. (Chacha), as the company sought to expand its business in South Korea. Although Chacha had achieved broad retail distribution for its core sunflower seed products through an exclusive distributor, growth remained constrained by cultural consumption barriers and a heavy reliance on overseas Chinese consumers. Hsu had to decide how Chacha should pursue further growth in the Korean market, and in particular what distribution model best supported that objective. The decision had implications not only for Korea, but also for Chacha’s broader international expansion strategy.
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