Pulmuone Successfully Concludes China International Import Expo... Leap Toward Global Food Market

Installation of the Largest 'Pulmuone Promotion Booth' Among Korean Food Companies at the World's Largest Expo

[Asia Economy Reporter Lee Seon-ae] Pulmuone announced on the 17th that it successfully showcased its image as a ‘global LOHAS (Lifestyles of Health and Sustainability) company’ by participating in the ‘China International Import Expo’ for the third consecutive year.

The China International Import Expo is an event personally proposed and planned by President Xi Jinping and boasts the largest scale in the world (330,000㎡). Following the 2018 and 2019 expos, the 3rd expo was held from the 5th to the 10th of this year in Shanghai, China, and concluded successfully.

A total of 3,600 global companies participated in this expo. A diverse range of visitors, from general consumers to government officials from various countries, buyers, and manufacturing sectors, attended the expo. Notably, approximately 400,000 professional buyers visited. Despite the COVID-19 pandemic, many people visited the venue, clearly demonstrating the high local interest in the expo.

One hundred eleven Korean companies participated, and Pulmuone set up the largest booth (108㎡) among Korean food companies, the ‘Pulmuone Promotion Hall,’ to successfully target the Chinese market. Over six days, about 40,000 visitors, including more than 3,000 who sampled products, visited the Pulmuone Promotion Hall to experience Korean food culture and Pulmuone’s representative products.

Pulmuone themed the expo participation as ‘Untact’ (non-face-to-face) and actively promoted online to introduce the Pulmuone brand and products to those who found it difficult to visit the expo. Products popular in China such as tofu products, pasta, and kimchi, as well as representative products from Korea, the United States, and Japan, were all exhibited.

Korean frozen home meal replacements (HMR) hit products such as hot dogs, cheese balls, and Yalpi Mandu (thin-skinned dumplings with rich filling) also attracted attention at the global expo. In particular, the ‘Mozzarella Hot Dog,’ given as a gift in an SNS follow event, received high praise among visitors.

Pulmuone stationed two famous Wanghong (influencers) at the promotion hall and live-streamed the booth’s activities on major Chinese SNS channels such as TikTok and Xiaohongshu. The Wanghong also sold Pulmuone’s representative products through live commerce on China’s leading shopping malls Taobao and JD.com.

Du Jinwoo, CEO of Pulmuone China subsidiary Pumeiduo Foods, said, “More visitors than expected came to the ‘Pulmuone Promotion Hall,’ which was operated with the theme of Untact, successfully concluding this event. Based on our experience from the first and second exhibitions, we were able to operate a more substantial booth,” adding, “We will continue to actively promote Pumeiduo Foods and our food culture in the Chinese market.”

Meanwhile, Pulmuone established ‘Pumeiduo (圃美多) Foods’ in Beijing and Shanghai, China, in 2010 and began targeting the Chinese market from 2011. Its main categories, pasta and tofu products, have continued to gain popularity, and recently, frozen home meal replacements have led sales with high growth rates. This year, marking 10 years since entry, the company recorded its first quarterly profit.

This content was produced with the assistance of AI translation services.