Korea’s Millennial Flavor Town, a food startup aiming to redefine barbeque with fermentation and plants, is introducing its wagyu beef line — MM Beef — at the Plant Based World Expo Europe in London.
The range includes two products: marbled wagyu beef steak and shredded beef, in soy sauce and truffle flavors, which have been featured in media outlets, including The New York Times.
Described as “a masterpiece boasting a rich heritage and a fusion of flavors that redefine the essence of beef,” the products have been crafted by co-founder, food technologist, and chef Bakrin Ahn and her team.
Traditional Korean fermentation
Millennial Flavor Town uses a patented method based on traditional Korean fermentation and a blend of ingredients: soybeans, hedgehog and button mushrooms, rice koji, coconut and olive oil, and beet powder (the secret behind the meaty color).
The fermentation process is said to deliver a “deep umami” taste and provide MM Beef’s steak with a rich texture and marbling, mimicking traditional beef. In addition, fermentation enhances the nutritional profile, offering a product high in protein and all essential amino acids.
Recently, Millennial Flavor Town won $6,000 for its eco-friendly meat substitute at the 5th Korea-ASEAN Business Model Competition for Sustainable Development Goals. Planted, Juicy Marbles, Chunk Foods, and Adamo Foods have also launched plant-based beef whole cuts.
A culinary journey
Before embarking on a consumer product, Bakrin Ahn founded the Millennial Dining restaurant in Seocho in 2020, serving vegan takes on classic Korean dishes.
Chef Ahn combines recipes from her grandmother, fermentation techniques, and plant-based food research to make delicious food and encourage consumers to embrace a new flavor and philosophy-driven lifestyle.
The restaurant features multiple dishes, from pasta with apple jam to slow-cooked carrots with soybean paste to truffle and mushroom pizza with handmade vegan mozzarella. The restaurant also serves Millennial Flavor Town’s Wagyu beef line.
“Each product we create reflects our commitment to sustainability and emotional satisfaction, showcasing the exquisite marbling that contributes to a rich, satisfying texture. With every bite, you can experience the deep, rich flavors developed through delicate mushroom fermentation, transforming plant-based eating into an extraordinary culinary journey,” the Korean startup shares in its profile for Plant Based World Expo Europe.
