Opening the Era of 1 Trillion Won Sales in Southeast Asia... Daesang Expands K-Food Territory

790 Billion Won in Sales Last Year Across 10 Countries Including Indonesia

Scaling Up Strategic Hubs by Leveraging Market Dominance in Key Products and Local Production and Distribution Networks

Daesang announced on May 12 that it has set a goal to achieve a combined sales revenue of 1 trillion won from its Southeast Asian subsidiaries by 2030, based on its localization strategy for the region. The company plans to diversify its product portfolio by leveraging its strong market dominance in key products such as gim (seaweed), its local production base, and distribution networks, establishing a stable business foundation to nurture Southeast Asia as a core strategic hub for global market expansion.

Since entering the Southeast Asian market in 1973 with its first overseas plant export to Indonesia, Daesang has continued to expand its business base by developing products tailored to local consumer needs and building production and distribution networks. Daesang currently operates in 10 Southeast Asian countries—Indonesia, Vietnam, Thailand, Malaysia, the Philippines, Singapore, Myanmar, Laos, Cambodia, and Brunei—focusing on products such as gim, kimchi, ready-to-eat meals, and seasonings. Last year, the combined sales of Daesang’s Southeast Asian subsidiaries reached approximately 790 billion won, marking a 29% increase over the past five years.

A consumer is entering and examining Daesang O'Food products displayed at a major supermarket in Vietnam. Provided by Daesang

Indonesia is a symbolic market where Daesang began its global business, and it serves as a key hub for the company’s food and ingredient operations in Southeast Asia, offering easy access to raw materials and neighboring countries. Daesang operates more than 200 products in Indonesia under the local brand “Mamasuka,” including gim, ready-to-eat meals, sauces and dressings, and premixes. Among these, Daesang’s gim holds the top position, capturing more than half of the market share.

In Vietnam, Daesang started in 1994 as “Miwon Vietnam,” establishing a local production base and a nationwide distribution network. Currently, Daesang O’Food products are available in over 98% of the modern mainstream channels, and the company has formed a strategic partnership with WinCommerce, the leading local distributor. In 2024, Daesang built a kimchi production facility at its Hung Yen factory in Vietnam, strengthening its local supply chain. The company is offering a range of products, including the authentic Korean-style “Jongga Mat Kimchi Original” as well as items tailored to local tastes.

Exterior view of Daesang Vietnam Haizhuong Factory. Provided by Daesang

To expand its business in Southeast Asia, Daesang invested a total of 30 billion won in 2024 in the Hai Duong and Hung Yen factories owned by its subsidiaries Daesang Vietnam and Daesang Duc Viet. The Hai Duong factory expanded its gim production line and established manufacturing lines for ambient ready-to-eat meals such as tteokbokki, increasing its annual production capacity by about 40%. The Hung Yen factory also more than doubled its annual production capacity and is now producing popular local ready-to-eat meals such as spring rolls and banh bao.

In Thailand and other countries, Daesang is expanding product supply by linking its Vietnamese and Indonesian subsidiaries, building Southeast Asia into a unified business region. In Thailand, the company is increasing sales, focusing on gim and tteokbokki rice cakes, while also strengthening collaboration with local distribution partners to intensify its market penetration efforts.

On this basis, Daesang will participate in the “THAIFEX–Anuga” exhibition in Thailand on the 26th. At the exhibition, Daesang plans to strengthen its connections with global buyers by showcasing locally validated products such as kimchi, seaweed barley, Hot Laver Sauce, and Cup Tteokbokki.

Daesang CEO Lim Jeongbae stated, “Our achievements in the Southeast Asian market are the result of a deep understanding of local consumers and food culture, going beyond simply expanding exports. We will continue to expand our business into the global market, based on differentiated products and a localization strategy that extends beyond Southeast Asia.”

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