The K-food trend is booming globally. Traditional Korean ingredients like kimchi and gochujang are now easy to find outside South Korea. Instant foods such as ramen, toppoki, rice, and mandu dumplings are making waves.
Recently, South Korea was the official partner country at Anuga 2025, a major trade show in Cologne, Germany. The event drew over 145,000 visitors and featured more than 8,000 exhibitors, showcasing South Korea’s leading food brands.
K-Food’s Popularity in Europe
Jin-chul Choi, chairman of Sias, notes that European interest in Korean cuisine has grown, partly due to the popularity of Korean films and series. People are also attracted to healthier eating options. He recalls, “Less than 100 years ago, Korean food was seen as humble fare. Now, dishes like bibimbap are popular with those looking for low-calorie meals.”
Xuan Khuat Duy from Samyang Europe calls their Buldak ramen “a viral sensation,” largely driven by social media and younger consumers. He insists that Buldak represents Korean authenticity and highlights cultural connections in flavors, noting that carbonara is a favorite in Europe.
Local Production and European Ingredients
Choi explains that Sias has strategically set up three food production sites in France. This allows them to use local wheat and dairy for noodles, giving them an advantage over competitors relying on imports from South Korea. Due to strict EU regulations on dairy, many Korean items sold there are dairy-free. This presents an opportunity for Sias to differentiate itself, as incorporating dairy can tone down heat levels, making products more palatable to Europeans.
Daesang is also adapting. Their popular kimchi brand, Jongga, which has been thriving since 1987, is now produced closer to the market. Grace Eunhae Kim, the marketing leader at Daesang Europe, shares, “In 2023, we opened a factory in Poland to reduce our carbon footprint.” She emphasizes their commitment to using local ingredients while maintaining traditional recipes.
Embracing Innovation
Choi highlights that South Korea’s smaller agricultural sector means its food suppliers must innovate. “We cannot compete with larger nations like China,” he says, advocating for creative new products to stay relevant.
Kim from Daesang adds that they focus on food research and development, respecting Korean heritage while exploring new ideas. Duy emphasizes the importance of lasting trends. He believes Buldak isn’t just following trends but is setting them, particularly in the spicy noodle category.
Despite the early stages of market penetration in Europe, with their distribution below 20%, Duy is optimistic about the future. “There’s a strong demand, and we’re just beginning to tap into that.”
Final Thoughts
The K-food craze is more than just a passing trend; it’s reshaping perceptions about Korean cuisine globally. As brands like Sias and Daesang adapt, they’re not just catering to appetites but are creating a lasting cultural exchange that celebrates flavors, health, and sustainability.
For more insights on food trends, check out Kerry’s Taste Trends 2026 report.
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Korean Food, Korean Ingredients, K-Food, Sias, Daesang
