K ramen has paved the way for K snacks to follow. Amid the rise of K food, Korea's snack exports have reached an all-time high. The domestic food industry is actively introducing localized snacks tailored to various overseas food cultures, expanding its foothold.
On the 18th, ChosunBiz analyzed data from the tariff office on trade and found that the export value of snack foods exceeded $706 million (approximately 1.2 trillion won) from January to November last year. This marks a 17% increase compared to the same period the previous year. It is the first time that K snack exports have surpassed 1 trillion won on an annual basis.
Snack exports have shown rapid growth over the past five years. The export value, which was $431.4 million in 2018, fell to $412 million in 2020 due to the pandemic's impact. However, it rebounded to $466 million in 2021 and $656.4 million in 2022. In particular, after 2022, it surpassed $600 million, entering a growth phase.
By region, the North American market showed strength. The United States accounted for one-third of total snack exports, followed by China (11%) and Japan (10%). Recently, demand has also been increasing from countries like Canada and Australia. Although Korean products have a share of less than 5% in the global snack market, the rapid growth trend has garnered positive evaluations from the global food industry.
Federico Di Novella, director of Asia for Italian confectionery company Mulino Bianco, noted in a call with ChosunBiz, "When Korean snacks are featured in Korean dramas or entertainment on Netflix, inquiries flood in immediately," adding, "Recently, influencers visiting Korea have been eating snacks and creating content about them."
These companies implement thorough localization strategies. They introduce new flavors that are not sold in Korea. Even for brands available in Korea, they offer a variety of menus considering local tastes.
C’est Bon, a mass-produced bread launched by ORION in Vietnam in 2019, sold over 35 million units within a year of its launch. This product has a texture similar to the custard sold in Korea but was crafted to be sweet and salty, reflecting the characteristics of 'Bánh mì chả bò,' a type of bread that Vietnamese people often enjoy for breakfast. ORION explained that it also enhances the chewy texture while providing protein by adding chicken.
ORION showcased the potato chips with tomato flavor in China, inspired by the fact that Chinese people use tomatoes in a variety of dishes.
Producing localized products at local factories not only reduces logistics costs but also allows continuous custom production of export-only snacks that do not violate local religious or food cultures, such as halal. CROWN Confectionery has expanded its local factory in Vietnam, increasing production by 50%.
LOTTE Wellfood expanded its factory in Chennai, India, in 2023 to focus on producing chocolate pies. LOTTE Wellfood creates vegetarian chocolate pies tailored to the Indian market, where Hindus make up a large portion of the population, with vegetarians accounting for about 30-40%.
Considering this, LOTTE replaced the animal gelatin used in the marshmallow filling of the chocolate pie with plant-based ingredients. According to LOTTE, the chocolate pie occupies 70% of the Indian chocolate pie market and generates annual sales exceeding 75 billion won.
Recently, as concerns about health have risen, there have been attempts to link consumers seeking health with K snacks. This strategy reflects the increasing demand for products targeting specific needs such as premium nuts, no sugar, and low-calorie options. For example, in Mongolia, where a meat-heavy culture has developed, zero (0) snacks with reduced sugar content are gaining popularity.