K-Food Insider: How Korean Brands Are Making It to Your Plate

Is K-Food Just a Quick Trend or Here to Stay Forever?

Have you ever watched a Korean series and immediately craved the food on the screen? You’re not alone! The K-Food wave is bringing classics like Kimchi and Gochujang into our supermarkets. Instant foods like ramen and mandu are also hugely popular, evidenced by South Korea being the partner country of Anuga 2025. But how are these brands managing to establish themselves permanently instead of just being a short-lived hype?

From Screens to Your Kitchen

The path into our kitchens often runs through the screen. Jin-chul Choi of Sias sees the success in the influence of films and series, making Korean dishes feel accessible. An added bonus: Many traditional dishes, like the famous Bibimbap, were historically "poor people's food" and are naturally low-calorie, which makes them appealing to health-conscious consumers.
Samyang has created a true viral hit with its Buldak ramen, with popularity exploding through social media. However, Marketing Lead Xuan Khuat Duy says the noodles' unique flavor is the real key to their long-term success. It’s about creating new trends. Buldak is also smart: The most popular flavor in Europe is Carbonara, a perfect bridge between Korean spice and European taste.

Local Production for Global Reach

To truly stay long-term, the brands are making strategic moves in Europe: They are now producing locally. For example, Sias uses French wheat for its prepackaged noodles, allowing them to include dairy – often impossible with imports. This reduces the heat and makes it more approachable for the average European palate.
Daesang Europe, known for Jongga Kimchi, also opened a factory in Poland in 2023. Grace Eunhae Kim explains that this drastically reduces the carbon footprint by eliminating long container shipments. They use local ingredients for their authentic Kimchi recipes. This shows that brands are focusing not only on flavor but also on sustainability.
For brands like Samyang, it’s now just a matter of having the right partners to meet the already existing demand. It’s clear: The K-Food wave has just begun! Are you ready for more Korean treats in your daily life?