K-Drama Fuels K-Food Expansion: South Korea Eyes New Export Markets Beyond Traditional Strongholds

A South Korean romantic comedy, "Wonderful World," is captivating global audiences on Netflix, reaching fifth place in TV show rankings. The drama, which juxtaposes Joseon Dynasty palaces with modern Seoul, features scenes of the female lead enjoying popular Korean snacks like puffed rice and twisted donuts in traditional markets, and sharing dishes like beef and potato stew with the male lead in old eateries. Its popularity is particularly strong in countries like Honduras, Vietnam, Nicaragua, Indonesia, and Morocco.

This surge in viewership for "Wonderful World" aligns with a report by the Korea International Trade Association's Institute for International Trade that identifies 14 promising new export markets for K-food. The report emphasizes the need to diversify export markets and products beyond the current concentration in the US, China, and Japan, and beyond staple items like ramen and seaweed, which together account for a significant portion of export value.

K-food exports have steadily grown, reaching $9.08 billion in 2024, a 7.7% increase from the previous year. However, the top five export destinations, the US (19.9%), China (16.2%), Japan (14.3%), Vietnam (6.1%), and Thailand (4.1%), account for over half of the total export value. Similarly, ramen, processed foods, seasoned seaweed, beverages, and seaweed products dominate the export list, with ramen and seaweed alone making up 25% of the total.

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The three major export destinations for K-food have been the US, China, and Japan every year for the past decade, and we only have a comparative advantage in food exports compared to major exporting countries in two product categories: noodles and seaweed.

The report highlights the strong global preference for Korean culture as a key driver for K-food's popularity. YouTube views for Korean food videos are ten times higher than for American food videos in the top nine export countries. "Korean recipe" searches have shown consistent growth over the past five years, indicating a deep interest in actively recreating Korean dishes. South Korea ranks second in a cultural preference index, trailing only the US, based on factors like national recognition, tourism growth, and foreign student populations.

To tap into these new markets, the report suggests specific strategies. For Honduras, with its high child population and family-oriented consumption, large-sized, affordable snacks are recommended. For Latvia, which values tradition, milder sauces that complement local cuisine are advised over intensely spicy options. In Kenya, where urbanization is driving rice consumption, exports of instant rice, rice cakes, and tteokbokki are suggested. The report identifies Honduras, Latvia, and Kenya as the top three promising markets, excluding countries like the UAE, Vietnam, and Indonesia that are already established K-food export destinations.

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The overall preference for Korean culture is driving the expansion of K-food popularity.