[The Advance of K-Food] US 'Mandu', Russia 'Choco Pie', Vietnam 'Tteokbokki' Hit the Mark

[Asia Economy Reporter Lim Hye-seon] As we move through the COVID-19 era, ‘K-food’ such as ramen and Korean-style dumplings is being reevaluated. On YouTube, there are over 200,000 videos of foreigners challenging and enjoying spicy Shin Ramyun, making it a global trend. In the U.S., more people are seeking ‘Mandu’?the Korean-style dumpling?instead of ‘Dumpling,’ which refers to Chinese-style dumplings. In Southeast Asia, Korean-style gim (seaweed) and tteokbokki are selling like hotcakes, while Choco Pie and various snacks are regarded as national treats.

‘Shin Ramyun’ in 100 Countries and the Success of Buldak Bokkeum Myun in China

According to the Ministry of Agriculture, Food and Rural Affairs announcement on the 17th, Korean ramen exports grew by 29.3% in 2020 compared to the previous year, surpassing $600 million. Nongshim’s Shin Ramyun has grown into a global brand sold in over 100 countries worldwide. Especially last year, sales at Walmart and Costco in the U.S. increased by 39% and 52%, respectively. Nongshim, ranked 5th among global ramen companies, achieved a record overseas sales of $990 million last year. Nongshim has set its overseas business sales target for this year at $1.11 billion, a 12% increase.

More than 80% of Samyang Foods’ overseas sales come from ‘Buldak Bokkeum Myun.’ Sales, which were below 300 billion KRW in 2015, surged to 543.5 billion KRW in 2019 and reportedly exceeded 600 billion KRW last year. Samyang Foods’ sales in the first half of last year increased by 75% compared to the same period the previous year, mostly from China. During the year’s largest shopping festival, the Guanggun Festival, it achieved sales of about 8.6 billion KRW (505.5 million yuan), proving the power of the Buldak brand.

‘Mandu’ Instead of Dumpling and Choco Pie Loved by the Russian President

Frozen dumplings, snacks, tteokbokki, and other Korean foods easily found in domestic supermarkets also contribute to the ‘K-food’ craze. CJ CheilJedang’s ‘Bibigo Mandu’ broke the 1 trillion KRW annual sales barrier last year, rewriting history in the food industry. The achievement of ‘Bibigo Mandu’ surpassing 1 trillion KRW is significant as it is a single food item, not from major manufacturing sectors like automobiles or semiconductors, that succeeded simultaneously domestically and internationally. In the U.S., where Japanese and Chinese-style dumplings dominate, emphasizing the Korean term ‘Mandu’ instead of ‘Dumpling’ highlighted its Korean identity, which resonated well.

tvN 'Wednesday Food Talk' screen capture

Orion’s Choco Pie is considered a ‘national snack’ in Russia, Vietnam, and other countries. Russians enjoy Choco Pie as much as McDonald’s hamburgers or Coca-Cola. In 2011, a photo of former President Medvedev enjoying Choco Pie with tea was published in the media, introducing it as a snack even the president enjoys. Annual sales of Choco Pie in Russia reach 1 billion units. The Russian subsidiary achieved record-breaking results last year with sales growing 15.2% to 89 billion KRW and operating profit increasing 31.3% to 16.9 billion KRW.

In Vietnam, Daesang’s ‘Convenience Food Tteokbokki’ is popular. This product, which preserves the authentic taste of Korean tteokbokki, ranked first in instant food sales in the Vietnamese convenience store market last year. In Indonesia, Korean gim (seaweed) ranks first. Daesang, which operates a gim factory locally, recorded sales of 20.9 billion KRW in Indonesia last year. It surpassed the well-known Thai gim snack brand ‘Tao Kae Noi’ to become the top-selling gim snack product.

In Vietnam, Orion’s mass-produced bread ‘Cebong’ successfully targeted the local breakfast substitute market. Due to the impact of COVID-19, as more consumers sought to have meals at home, Cebong’s sales increased by 350% compared to the previous year. Expanding consumer choices with flavors like ‘sausage’ and ‘glutinous rice muffin’ also contributed significantly. In China, the popularity of ‘Oh! Gamja’ continues.

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