Korean Ingredients Reimagined as ‘Korean-style Pies’ — Focal Point Expands Collaboration with Samjin Fish Cake
Creatrip Team
3 months ago
Handmade pie brand Focal Point partnered with Busan fish-cake maker Samjin Eomuk (fish cake) to launch two collaborative items that reinterpret traditional eomuk in a Western pie format. The new menu includes Shrimp Eomuk Pie, highlighting Samjin’s mild umami and soft texture for an easy meal, and Spicy “Ddaengcho” Eomuk Pie, using Samjin’s spicy ddaengcho (pepper) line suited for snacking and pairing with beer. Both keep the familiar eomuk texture while adding buttery pie notes. Focal Point, known for ‘Korean-style pies’ using local ingredients (e.g., Chungju apple, Seoul bulgogi), aims to broaden how traditional ingredients are experienced beyond desserts into meals and snacks. The brand is also running a limited goods promotion—giving fish-cake–shaped scrubbers to buyers—and sells the collaboration at select stores including Seoul Station and Starfield locations. This move aligns with wider F&B industry trends of experiential, story-driven collaborations popular with younger consumers and reflects Focal Point’s strategy to combine food with lifestyle programming.
