Korean Halmenial Desserts Loved in Southeast Asia

The new term Halmenial(Grandma+Millennial) referring to grandmothers and millennials) signifies the phenomenon where traditional foods like yakgwa (honey cookie), tteok (rice cake), yeot (malt candy) enjoyed by the older generation are now loved by the younger generation. This trend is not limited to South Korea but has also been observed in Southeast Asia. According to Shopee Korea, the largest e-commerce platform in Southeast Asia and Taiwan, orders for Korean retro snacks in the first half of this year increased by 53% compared to the same period last year in Southeast Asia. In particularly, orders for yakgwa during this period saw an astonishing increase of 430%.

The popularity of yakgwa in Southeast Asia was influenced strongly by its appearance in the MBC historical drama 'Red Sleeve Cuff,' which topped the viewership ratings in the region last year. Korean entertainment programs and short-form content featuring K-food and lifestyles, now available on global OTT platforms, have also contributed to the yakgwa trend. In addition to yakgwa, other Korean desserts such as hongsam (red ginseng) candy and yulmucha (Job's Tears tea) have also gained popularity, with growth rates of 33% and 35%, respectively. It's pleasing to see a variety of Korean foods being embraced by younger generations, who will play a crucial role in shaping the future of the region.

Korean Apples Finding Opportunities in the Philippine Apple Market

Until recently, Korean apples did not have a strong competitive in the Philippines edge compared to apples imported from other countries. Finding Korean apples in markets was not an easy task. However, the situation has changed recently due to the overall increase in health consciousness in the Philippines, leading to a rising demand for fruits. Apples, being a fruit rich in various nutrients, are gaining wide popularity. Among the various apple varieties, Fuji and Gala are the most popular in the Philippines, and Korean apples primarily belong to the Fuji family.

In April of this year, a local government agency in South Korea signed a memorandum of understanding with a major distribution company in the Philippines, ensuring continuous supply of Korean apples to the local market. In May, Korean apple exports to the Philippines reached an all-time high. Currently, Korean apples are perceived in the Philippines as high-quality fruits with diverse varieties, positioned as the second most competitive option after Chinese apples. While the market in the Philippines might not yet be significant, there are expectations that, based on current market trends and the unique strengths of Korean apples, their presence will strengthen further in the future.

Korea's Spicy Flavors Invade American Dining Tables

Gochujang is confidently making its way into the world of Western cuisine. Respected cooking websites like 'New York Times Cooking' and 'America’s Test Kitchen' now feature reinterpretations of recipes using gochujang. In the Western culinary scene, gochujang is being utilized in diverse ways that surpass Korean expectations. 'New York Times Cooking' introduced a burger made by a foreigner using gochujang, while 'America’s Test Kitchen' showcased pasta dishes incorporating gochujang. Not being a native ingredient, gochujang is being utilized in even more creative and innovative ways.

Especially in the United States, gochujang has entered the world of hot sauces previously dominated by Tabasco and Sriracha, opening new horizons to form and become one of the American ‘Hot Sauce Trio.’ Korean gochujang stands out with its distinct ingredients and unique manufacturing process, resulting in a totally different flavor and texture. We look forward to seeing the unique taste of gochujang incorporated into a wide range of global cuisines and establishing itself as one of the world’s popular choice of hot sauces.

K-Coffee Mix Dominates Street Markets in Ulaanbataar

Korean instant coffee in stick form, known as K-Coffee Mix, is gaining a strong foothold in the international market. It owes its success to frequently appearing as a Korean element in many popular K-dramas and movies abroad. According to the export-import data from the Korea Agro-Fisheries & Food Trade Corporation(aT), the export value of prepared coffee, including coffee mixes, reached $3.2994 billion last year, marking a 4.7% increase compared to the previous year.

Particularly in Mongolia, it's common to witness vendors selling Korean coffee mixes at stalls in the capital city, Ulaanbataar. These vendors set out thermos bottles, disposable cups, and coffee mixes on tables, making coffee on the spot and selling it to locals. This sight is highly positive for the K-Coffee industry. Mongolia, where approximately half of the total population is concentrated in the capital, has a favorable market structure. Due to the influence of the Hallyu (Korean Wave), there is no resistance to Korean food and culture. This makes Mongolia an excellent country for expanding the market. It is hoped that Korean coffee mixes will further integrate into Mongolian coffee culture by leveraging their convenience, diverse flavors, and positive image.

Tapping into Indonesia's Muslim Market: 'K-Halal'

This fall, the Ministry of Agriculture, Food and Rural Affairs of Korea signed memorandums of understanding and partnership agreements with the Ministry of Religious Affairs and the Ministry of Agriculture of Indonesia, respectively, strengthening the foundation for Korean agricultural companies to enter the Indonesian market. With the establishment of a cooperation system between Korean and Indonesian halal certification authorities, the halal certification for K-Food has become more flexible. Halal products are those permissible for Muslims to consume and use.

Among Muslim-majority nations, Indonesia, of the fourth most populous country in the world, is the largest importer of K-Food. Due to the increasing exposure to Korean culture among the younger generation, there is a high affinity for Korean food in Indonesia. Currently, K-Halal products exported to Indonesia, primarily focusing on ramen and beverages, have received positive responses locally. Considering the favorable reception of halal-certified K-Food in Indonesia, there are expectations for further expansion of exports and diversification of product categories. Indonesia is expansion of K-Halal products could solidify Korea's position in the global halal market, especially within Muslim-majority nations.

Adventurous Table, HANSIK Conference 2023

HANSIK Conference 2023 took place on October 26th at Samcheonggak in Seoul, organized by the Ministry of Agriculture, Food and Rural Affairs and the Korean Food Promotion Institute. Under the theme "Adventurous Table, HANSIK,” this conference brought together international F&B experts and media professionals to share the message of Hansik as well as to have meaningful discussions on the global expansion of Hansik. 

At the venue, renowned gastronomic authorities engaged in presentations and discussions on "Global Value and Development Strategies of Hansik," "New Future Branding," and "Global Talent Development in Hansik," offering in-depth exploration and discussions on Hansik. The event received enthusiastic attention and response from attendees, reflecting the genuine concern and deliberation of experts and the general public alike. With such sincere contemplation and collective efforts from global experts to ordinary citizens, it seems inevitable that Hansik will soon establish itself as a global gourmet brand.