K-Food Startup Lou et Lang Sets Up Joint Venture with Leading French Distributor to Drive European Growth

New JV ‘SUPER XH’ Marks Strategic Step Toward a New K-Food Distribution Model

Korean food startup Lou et Lang has announced the establishment of a joint venture named SUPER XH with a major French distribution and logistics company. The move signals Lou et Lang’s accelerated push into the European market by combining its product development and branding capabilities with the partner's nationwide distribution network.
 
The French partner has long specialized in the import and distribution of Asian food products, supplying restaurants, hotels, and retail chains across the country. With an automated logistics system and thousands of active B2B clients, the company offers established infrastructure and operational expertise.
 
SUPER XH will function as a core base for expanding K-Food across Europe. It is designed as a vertically integrated model connecting production, logistics, marketing, and sales—aiming to streamline the supply chain while improving product accessibility and brand visibility.
 
“This joint venture is not just about expanding our distribution network,” said a Lou et Lang representative. “It represents a new model where brand and logistics are developed under one strategy. We aim to make K-Food more accessible, while elevating its presence in both everyday and premium markets.”
 

Lou et Lang is known for its trend-driven product planning and locally adapted branding. The company expects that the synergy with its new partner will allow it to respond more quickly to market needs, strengthen retail partnerships, and establish a consistent presence across the European food service and grocery sectors.
 
With the launch of SUPER XH, Lou et Lang moves beyond its role as a food brand and positions itself as a structural player in the European K-Food supply chain. The company plans to continue building a sustainable and scalable distribution platform, targeting both regional expansion and category growth.
  

최지원 기자