From Layoff to Kimchi Empire: Mother-in-Law’s Founder Shares Recipe for Success

A 2008 recession-era layoff spurred Lauryn Chun to build Mother-in-Law’s, a now nationally distributed artisanal kimchi and Korean pantry staple brand sold in approximately 9,000 stores.

Chun, who previously worked in marketing for a global consultancy, viewed her job loss as an opportunity. “I thought, ‘This is my ticket to freedom,’” she said, recalling her decision to launch a business. After exploring various ventures, a conversation with a hospitality consultant led her to realize the potential in her mother’s kimchi recipe, which she had been sharing with friends for years. She began selling her homemade kimchi at New York City green markets, naming the brand after her mother’s Korean restaurant, Jang Mo Jip, in Garden Grove, California.

Mother-in-Law’s gained early traction with a favorable review in The New York Times in 2009, quickly securing accounts with Dean & DeLuca and Zabar’s. Chun deliberately focused on elevating kimchi’s perception, aiming to position it as a premium, handcrafted delicacy akin to winemaking or cheesemaking. The brand has since expanded to include 12 products and is now available through major retailers like Whole Foods, Amazon Fresh, and Albertsons, demonstrating the growing mainstream appeal of Korean cuisine. You can learn more about the history of Korean food here.

Despite current global uncertainties, including tariffs, Chun emphasizes the importance of adaptability and diversification, lessons learned during the COVID-19 pandemic. “One of the big advantages of being a small business is that you develop the ability to pivot quickly and really think on your feet,” she stated. She also stressed the critical need to “always know your margins” for sound business decisions.

Chun is currently navigating supply chain challenges and plans to continue monitoring the global economic landscape as she looks toward future growth for Mother-in-Law’s.