"If It Has Hangul, It Sells Well": Booming Sales Despite Triple the Price... 'Hangul Marketing' Expands Overseas

Global Craze for "Made in Korea"
Overseas Consumers Say "It Must Have Korean Writing to Be K-Food"
Expansion of Hangul Packaging in the US, Pakistan, Kazakhstan, and Japan

#At the end of last year, Costco in the United States requested Binggrae to include the Korean word "Samanco" on the "Samanco Club Pack" packaging. This was because, as preference for Korean products grew among local consumers, packaging with Korean writing was seen as reinforcing the image of "authentic K-Food." In response, Binggrae updated the packaging by adding the Korean logo to the existing English-centered design.

In the global market, "Made in Korea" has become a mark of quality assurance. While, in the past, companies focused on accessibility by using English or local languages, recently, Korean-style design and the use of Hangul itself have emerged as competitive advantages for products.

According to the food industry on May 9, Lotte Wellfood is utilizing Hangul and K-culture in overseas markets. The premium ice cream "Krunch Bar," which launched in the Indian market this year, recorded sales of 60 million rupees (approximately 1 billion won) within three months of its release. The product, inspired by Korea's "Pig Bar," achieved strong sales despite being priced at 60 rupees—two to three times the price of standard local ice bars.

During its marketing campaign, Lotte Wellfood prominently emphasized that the ice cream was "from Korea." The campaign video, released through social networking services (SNS), featured dance moves inspired by Korean idols, the finger-heart gesture, and Korean expressions such as "Annyeong" and "Masisseo." This strategy was aimed at encouraging consumers to experience not only the product itself, but also elements of K-culture.

In Pakistan, products with brand names written in Hangul have also appeared. Last year, Lotte Wellfood launched "Ssalro Chip," Pakistan's first rice snack, with "Ssalro" and "Ssalro Chip" printed in Hangul on the front of the package. The back of the package introduced the brand, emphasizing that it was a Korean snack brand. This strategy aimed to more intuitively communicate a Korean identity to local consumers.

Last year, Lotte Wellfood launched the sugar-free dessert brand "Zero" in Kazakhstan, applying the Hangul "Zero" as it is on the packaging. The goal was to highlight its image as a "popular Korean sugar-free dessert brand."

In Southeast Asia, Hangul is used as an element that creates a premium image. On the packaging of the infant formula brand "Nubone," which Lotte Wellfood sells in Vietnam, Korean phrases such as "For Our Children" and "Right Growth Project" are displayed alongside the Taegeukgi (Korean flag). This leverages the trust in Korean-made infant food products.

CJ CheilJedang has incorporated Korean writing on the packaging of its Bibigo dumplings and kimchi products, which are produced at its manufacturing base in Vietnam and sold in Thailand. According to the company, there is a growing perception among Thai consumers that products with Korean writing are premium products. Local companies are also using Korean writing as a marketing tool. Thai food companies have released a series of products with Korean phrases or Korean-style designs on the packaging. Examples include the "OK Mama" and "Singha" seaweed snack products, which also feature Korean writing on their packages.

Nongshim is continuing its Hangul packaging strategy in the Japanese market. The "Tumba" product, launched in Japan last year, uses its product name in Hangul. Nongshim has used Hangul packaging for its "Neoguri" products sold in Japan, and "Shin Ramyeon" has also featured the Korean word for "ramyeon" in Hangul since its initial entry into the Japanese market. The "Banana Kick" package for the Japanese market also includes Hangul.

Samyang Foods is similarly strengthening the "KOREA" label on the packaging of its Buldak Bokkeum Myeon to directly convey its brand identity of "Korea's spicy taste." A representative from Samyang Foods stated, "In the local market, products that emphasize Korean identity show positive results in terms of brand recognition and consumer response," adding, "It also serves as a factor that increases product credibility during negotiations with local distribution channels."

The food industry expects that K-Food marketing leveraging Hangul will further expand in the future. As the Korean Wave, centered on K-culture, spreads, more consumers are seeking out Korean food products, and Hangul is now firmly established as a design element symbolizing K-Food.

An industry insider commented, "After the K-culture boom, overseas consumers have become more likely to perceive products with Korean writing as 'genuine Korean products.' Previously, the goal was to minimize Hangul on export products, but now, many believe that including Hangul makes a product truly feel like K-Food." The insider added, "Requests from local distributors to include Hangul on packaging are steadily increasing, signaling that Hangul itself has become a source of brand competitiveness for K-Food."

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