The global trade and marketing of Korean food and beverage products and culinary culture is a vital sector, driven by increasing demand from South East Asian markets. Established in 1967, the Agency for Trade, Industry, and Tourism (aT) is dedicated to promoting Korea’s premium food products and culinary culture worldwide. A major growth area for Korea’s agriculture and food industry is South East Asia, particularly Singapore, where aT aims to increase the export of premium Korean food products.
A key focus for aT is to ensure that Korean premium food products are widely available and experienced by consumers in the region. Some of the most sought-after Korean food products in South East Asia include ramyeon (instant noodles), tteokbokki (simmered rice cake), doenjang (fermented soybean paste), Korean snacks, and seasonings like gochujang (fermented red pepper paste) and soy sauce. These products are widely available across retail and e-commerce platforms, and are gaining popularity among younger generations who are drawn to Korean culture and lifestyle trends. The region remains a key growth market for Korea’s agri-food exports, with SEA’s dynamic consumer base and openness to global food trends. With its rich cultural heritage and traditional cuisine, Korea offers a unique gastronomic experience that is gaining popularity worldwide. aT is working to deliver Korean products at their freshest and highest quality, through promotional activities, consumer experience events, and streamlined logistics.
“With SEA’s dynamic consumer base and openness to global food trends, the region remains a key growth market for Korea’s agri-food exports,” said Chang Chung Ho, Director of aT’s Kuala Lumpur branch.
The agency is also focusing on connecting with Singaporean consumers who value authenticity, quality, and unique gastronomic experiences. “We see increasing opportunities to connect with Singaporean consumers who value authenticity, quality, and unique gastronomic experiences. Our focus is to make Korean food not just accessible, but truly appreciated through various channels, from retail to foodservice to direct consumer engagement.”
In support of these trends, aT recently held an event at The Butcher’s Dining restaurant in Singapore, which featured a cooking demonstration highlighting Korea-grown premium rice and fruits, as well as a showcase of Korean produce and alcoholic beverages. The event was attended by Korea’s Minister of Agriculture, Food and Rural Affairs, Song Mi-Ryung, and Ambassador of Korea to Singapore, Hong Jin-Wook.
Key trends to watch in the Korean food and beverage market include the chewy texture of Korean rice, which sets it apart from other varieties.
- A good source of essential nutrients, Korean rice serves as a base for many beloved Korean dishes, including bibimbap (mixed rice), tteokbokki, and tteokguk (rice cake soup).
- The demand for these dishes is driven by the persisting popularity of Korean pop culture and growing appreciation for K-cuisine.
- Bibimbap, a mixed rice dish topped with a variety of vegetables and gochujang, is celebrated for its balance of flavour and healthy nutrition.
- Tteokguk holds cultural significance as a hearty dish enjoyed during Korean New Year, symbolising renewal and family warmth.
Furthermore, the demand for fermented and functional foods is on the rise, driven by the increasing consumer focus on immune-boosting foods. Kimchi, and doenjang, recognised for their bold flavours and health benefits, are widely used in both fusion cuisine and wellness-focused diets around the world.
Other emerging trends include the growing popularity of traditional Korean alcoholic beverages, which are drawing attention for their clean, smooth taste and versatility. When paired with dishes like tteokbki, they create a “well-balanced and culturally rich” dining experience.
- Shine Muscat grapes, known for their sweetness, crisp texture and edible skin, are rapidly rising in popularity in premium fruit markets across Asia and beyond.
- Korean strawberries, prized for their juiciness and balanced flavour, are making their way into high-end desserts and fresh produce selections worldwide.
Chang Chung Ho, Director of aT’s Kuala Lumpur branch, emphasised that aT is focused on supporting these trends by expanding the reach of Korea’s high-quality food products, and working with partners to introduce the next wave of Korean flavours to Singapore and the region.
In conclusion, the Korean food and beverage trade is a rapidly growing sector, driven by increasing demand from South East Asian markets.
