K-food is ready to spread across global markets beyond Asia thanks to the Oscar-awarded movie, Parasite, which featured Korean instant noodles. In addition, during lockdowns, instant noodles benefited from stockpiling. There was also increased interest in being healthy which brought attention to Korean healthy food such as Kimchi, re-positioned in the US and European markets. By developing global e-commerce channels, K-food looks forward to having further opportunities beyond Asia.
K-food is ready to spread across the global market beyond Asia. The Oscar-awarded movie Parasite (2019) showed a scene with actors eating Korean brands of instant noodles. Following manufacturers’ marketing activities linked to the brand and the movie, they successfully attracted global consumers who associated instant noodles with K-food culture. In addition, social media also encouraged globally connected consumers to be interested in K-food.
As a result of the COVID-19 pandemic, many consumers stockpiled food to endure the lockdowns. Instant noodles benefited as a convenient and shelf stable meal option. Nong Shim capitalised on this opportunity in the US and beyond Asian markets by strengthening its premium healthy version of instant noodles.
South Korea is considered one of the countries to have responded to the pandemic most effectively. This has helped to spotlight some of the healthy foods that are part of Korean tradition and that could have helped to boost immunity, such as fermented Korean food, Kimchi. Korean players have taken this opportunity to develop awareness about Kimchi in the global market beyond Asia.
Online grocery shopping in South Korea is the most developed in the world with advanced delivery systems. Based on greater know-how, K-food manufacturers and the Korean government are developing e-commerce channels in countries beyond Asia. Korean sellers actively target Amazon to let global consumers know not only about K-food, but also Korean food culture.
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