FreshEasy Targets Southeast Asian Market with Meal Kits

Photo by Fresh Easy

[Asia Economy Reporter Moon Hyewon] Fresh Easy announced on the 14th that it has exported meal kit products to Vietnam and Singapore.

Following exports to the United States, Oceania, and Hong Kong, the company plans to continuously expand global distribution channels for convenient meal products by newly entering the Southeast Asian market.

Fresh Easy exports 32 types of authentic Korean dishes ranging from daily meals such as soups and stews to meat products, including meal kits from ‘Baeknyeon Gage,’ a traditional local restaurant selected by the Ministry of SMEs and Startups, to Vietnam.

The exported products are supplied to ‘K-MARKET,’ which has over 100 offline stores throughout Vietnam, and ‘Shark Market,’ a fresh food specialized commerce company in Vietnam.

To Singapore, Fresh Easy exports 15 types of publishing meal kits developed together with well-known domestic food service companies such as ‘Hanwha Hotels & Resorts’ and ‘Yeonan Sikdang.’ Considering Singapore’s diverse food culture, the export items include various types ranging from authentic Korean cuisine to Korean-style Chinese dishes and side dishes such as cockle sauce.

Currently, Fresh Easy exports meal kits to a total of five countries including Vietnam and Singapore. Due to the advantage of meal kits that allow easy enjoyment of the original taste of Korean food, local responses have been positive, and re-exports to existing export countries are continuously being carried out. Based on the strong export performance with overseas orders scheduled to reach about 1 million dollars in the second half of this year, the company plans to promote exports to East Asian countries such as Taiwan and Japan within the third quarter.

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