Korea’s premium chefwear brand, Beut Company, is set to make its highly anticipated U.S. debut in March 2025, starting in New York City.
The flagship brand, BEUT, takes its name from an old Korean dialect word for “kitchen,” reflecting the company’s philosophy that culinary professionals deserve workwear that blends functionality, comfort, and style.
Designed by former chefs, BEUT chefwear is celebrated for its premium fabrics and Korean-inspired aesthetics, earning global recognition from top chefs. The brand recently gained international attention through Netflix’s Black & White Chef, where it was worn by renowned chefs such as Fabrizio Ferrari of Fabrikitchen, Jisun Jung of Tien Mimi, and Miryeong Kim of Joyful Table.
Jeong Kwan, the iconic master of temple cuisine featured in Netflix’s Chef’s Table, is also a devoted supporter of BEUT. She describes the chefwear as “a protective armor that ensures safety while cooking, yet remains lightweight and breathable for all-day comfort. The hanbok-inspired collar adds a touch of Korean elegance, perfectly complementing the beauty of temple cuisine.”
With global interest in Korean cuisine and culture at an all-time high, Beut Company’s entry into the U.S. represents a strategic step in introducing Korean chefwear to the international culinary scene. “Our launch in the U.S. is a significant milestone in our mission to become a global leader in chefwear. Esteemed chefs like Dongsik Ok of New York’s acclaimed Okdongsik are already embracing BEUT,” said Gunwoong Bae, CEO of the company.
He added, “This year, BEUT was selected as the first-ever official uniform for La Liste, the prestigious global culinary guide. This recognition highlights our commitment to innovation and quality. We look forward to continuing to develop chefwear that meets the needs of culinary professionals worldwide.”
With its U.S launch, Beut Company seeks to inspire culinary professionals by offering designs that not only enhance performance but also reflect artistry. Combining practicality with elegance, BEUT is poised to make a lasting impact on the global culinary stage.
Company Name: Beut Company
Contact Person: Gun-woong Bae (CEO)
Phone: +82-10-4124-3268
Website: www.beut.kr
Email: gw@beut.kr
