K-dessert and K-snack are at the forefront as Korea's food corporations move to crack the Japanese market. Building on the existing K-food image centered on spiciness, they are highlighting products that stress health and functionality—now trending locally—and combining them with experiential elements to target local consumers and buyers.
According to the retail industry on the 20th, from the 16th to the 18th, the 2026 Korea Expo Tokyo was held at the Sunshine City Convention Center in Tokyo, hosted by the MICE specialist corporation Exporum and the Korea International Trade Association.
K-beauty, K-food, and other Korean corporations across various sectors served as a test bed that went beyond simple product displays to verify market fit based on local consumer reactions and buyer consultation data, and to consolidation distribution partnerships.
At the expo site visited on the 16th, a range of Korean corporations took part, introducing snacks and desserts in addition to previously popular products such as kimchi and ramen. As emerging desserts like Dubai jjondeuk cookie and butter rice cake gain popularity in Korea and expand the market, these corporations were probing the potential to enter Japan by emphasizing modernization of traditional snacks, low-sugar and low-calorie design, and experiential elements.
Kalphabet, an experiential K-food brand co-founded by U.S.-born TV personality Tyler Rasch and India-born entrepreneur Nidhi Agarwal, unveiled biscuits modeled after the shapes of Korean consonants. The product drew attention as a "playful snack" combined with K-content. Some K-pop fans were enjoying experiential content by using the cookies to spell out the names of their favorite singers and posting them on social media.
Tyler said, "We produce 120,000 bags of Hangeul cookies every day," noting, "Orders are pouring in from overseas to a degree that's hard to handle."
Kkorangji, which pushed a healthy snack concept, drew interest with a low-sugar version of the Dubai jjondeuk cookie that was popular in Korea, alongside an energy bar that minimized materials and supplies.
A Kkorangji representative said, "We sold out the stock prepared for the first day of the expo. Demand for 'wellness snacks' like energy bars is larger than expected in Japan," adding, "Unlike regular sweets that have many unfamiliar additives on the ingredient list, we use the purest possible raw ingredients to lower sugar content and reduce blood sugar spikes—that's the key." The representative added, "It seems Japan has even greater demand than Korea for snacks with this kind of health concept."
Saehan Grain, which reinterpreted the traditional snack 'oranda' in a modern way, drew attention with an easy-to-eat format. A Saehan Grain representative said, "Traditional oranda clumps together in hot, humid weather and gets hard in winter, which was inconvenient, so we improved it so you can separate and eat one piece at a time," adding, "The response has been strong—consumer expressions changed noticeably during on-site tastings. Some items, such as cinnamon, were especially preferred, and the prepared stock sold out quickly."
At the booth of "Gamjabat," which showcased a potato-bread dessert made with potatoes, the strengths were pitched as "natural ingredients" and "visuals." A Gamjabat representative said, "We emphasized health factors, such as using rice flour instead of wheat flour," adding, "Local reactions are positive as the product's social media-friendly form combines with a story. In fact, our social media followers increased by more than 400 just today." A Japanese attendee identified as A said after tasting the product at the booth, "It isn't overly sweet, and its chewy texture is unique," adding, "There are many potato-based snacks like potato chips, but this is unfamiliar."
Hephzibah, which introduced dried foods using kimchi, also confirmed local reactions. A Hephzibah representative said, "Response to kimchi in Japan has long been positive, so demand has been steady, and the kimchi chips we introduced this time are also extremely well received," adding, "There's strong interest not only as a snack but also because they can be used for quick cooking, such as fried rice or stews." The representative also explained that offering a new experience itself served as a competitive edge in the Japanese market. "Buyers seem to respond more to products they haven't encountered locally than to the fact they are Korean products," the representative said, adding, "There's also strong interest in snacks made by turning dried fruits like figs or pears into chips."
There was also feedback that high-quality materials and supplies are a competitive edge. A representative from Seaworld, which showcased processed seafood and agricultural foods, said, "Japan has many seaweed products, but demand remains steady for Korean seaweed due to differences in the original seaweed."
However, price competitiveness is cited as a challenge. A representative from a food corporation participating in the expo said, "Buyers often say the products are good, but overall unit costs for Korean foods are high," adding, "Production costs are our biggest concern."
Given the characteristics of the Japanese market, a strategy of "low sugar, small portions, and premium" is also seen as important. Another representative said, "Japanese consumers choose products carefully and tend to test with small quantities at first before gradually expanding," adding, "While K-food in Japan has grown mainly around spicy flavors, it now seems that health, premium positioning, and differentiated content are needed."