The rise of K-food is dazzling. Despite the COVID-19 situation, K-pop and K-drama are capturing the taste buds of people around the world. Ramen, confectionery, kimchi, dumplings, and other items gradually diversified. Even menus that can be eaten anywhere get more attention when the modifier ‘Korean style’ is added to the front.
It may have been BTS, a parasite or a squid game that sparked curiosity. Whatever the cause, those who have encountered K-food soon claim to be ‘maniacs’. The whole world is enthusiastic about the rich food culture created by the people who live on ‘rice-steam’. The proposition that ‘the most Korean taste is the most global flavor’ is certainly correct.
“When you’re bored, what do you eat if you want a simple meal? I eat ramen. It’s ready in 5 minutes and I’m always satisfied.” This is a post that a foreigner posted on his Instagram. Now, there are so many foreigners writing like this, it doesn’t even feel special. This is because there are countless people who certify their love for K-food on their social networking service (SNS) accounts in this way. You can find out just by entering the hashtag #SHINRAMYUN on Instagram.
Ramen, the soul food of Koreans, is quickly establishing itself as a ‘convenience food’ loved by people around the world. It was reevaluated from snack to one meal and reached its heyday. In fact, Nongshim’s overseas sales of Shin Ramyun have recently surpassed that of Korea. This is the first time since the launch of Shin Ramyun in 1986.
The cumulative domestic and overseas sales of Shin Ramyun in the third quarter of this year totaled 690 billion won, of which overseas (370 billion won) accounted for more than half. Nongshim predicted that if the current trend continues, Shin Ramyun will record a total of 93 billion won in sales this year, including 500 billion won in overseas sales.
The global market is also receiving favorable reviews for Shin Ramyun. After the New York Times selected Shin Ramyun Black as the best ramen in the world last year, Shin Ramyun and Chapagetti were named in the Best Ramen list published by New York Magazine, a famous biweekly American magazine this year. The global status of Shin Ramyun, which is writing a new history as the vanguard of K-food, has been confirmed once again.
K-cakes are also popular. In particular, Orion’s flagship products such as Choco Pie and Kobuk Chip are leading the growth of K-Cookies. Orion’s ‘Choco Pie’ is a mega-hit product sold in more than 60 countries around the world. Currently, 20 species are being sold in China, Vietnam, and Russia.
Kobuk Chip, which recently achieved remarkable results in Korea with ‘Choco Churros Flavor’, is also developing into a global brand that succeeds Choco Pie by introducing a variety of flavors that meet the tastes of overseas consumers. In China, since 2018, corn soup flavor, mara shrimp flavor, and chocolate churros flavor have been locally produced and sold. It is sold in 16 countries, including the United States, Canada, Germany, and New Zealand, and achieved global cumulative sales of 300 billion won.
Pepero, the representative product of Lotte Confectionery, and ‘Pepero Day’, the day of Pepero, are also widely known in the global market. It has already established itself as a popular product exported to over 50 countries around the world.
Pepero Day is also mentioned as an anniversary of today’s young generation in American elementary school reference books. In the reference book, under the title ‘Heartfelt Holiday’, the anniversary enjoyed by young people in five countries, including the United States, Colombia, Brazil, Argentina, and Korea, was introduced. In addition, the number of MZ generation (born in the 1980s and early 2000s) around the world who recognize Pepero Day and hold events is gradually increasing. MIT students in the United States held the Pepero Day festival as one of the festival themes to commemorate the 150th anniversary of the school’s founding.
Officials in the domestic food industry see it as an opportunity to go abroad. As the saying goes, ‘You have to paddle when water enters’, it is trying to increase market share through aggressive attack. A higher rise in K-food is expected.
