Why it matters. K-Food has become one of Korea's fastest-growing export sectors, and where it expands next signals how the country plans to convert its global cultural clout into durable trade revenue.
Background. "Hallyu," or the Korean Wave, refers to the global spread of Korean pop culture — K-pop, dramas and film — since the early 2000s. The Korea International Trade Association (KITA) is a major industry body whose research arm advises exporters and policymakers. Staple exports like instant ramen and gim (dried seaweed) have been entry points for foreign consumers, but Korean officials increasingly want to broaden both the menu and the map.
What to watch next. Watch whether Korean food firms and trade agencies actually localize products for these smaller markets, or stay focused on the high-volume US, China and Japan trade.
A South Korean trade think tank has named Honduras, Latvia and Kenya as the three most promising new frontiers for the country’s booming food exports, urging the industry to look beyond its longtime reliance on the United States, China and Japan. The recommendation came in a report published on May 31, 2026, by the Institute for International Trade, the research arm of the Korea International Trade Association (KITA).
Why diversification is the new priority
South Korean food exports, marketed globally as “K-Food,” have grown at an average of 5.8% per year since 2015. In 2024 they jumped 7.7% from the previous year to a record $9.08 billion. But the report warns that the growth rests on a narrow base. The US (19.9%), China (16.2%) and Japan (14.3%) together absorbed more than half of all K-Food exports that year, followed distantly by Vietnam and Thailand.
The product mix is just as concentrated. Instant ramen alone made up 13.8% of exports, and when seasoned laver (dried seaweed sheets, known in Korean as gim) and other seaweed are added, those few items account for a quarter of the total. Senior researcher Kim Mu-hyeon noted that the same three countries have topped the destination list every year for a decade, and that Korea holds a genuine competitive edge in only two product groups: noodles and seaweed.
The cultural tailwind behind the food
The report argues that Korea’s biggest asset is the global popularity of its culture. By one measure, the three most-viewed Korean food videos on YouTube had drawn 1.19 billion views as of early February 2026 — about ten times the figure for second-place US content. Google Trends data showed steady searches for “Korean recipe” over five years, suggesting durable interest in actually cooking the food rather than a passing fad. On a 10-point cultural-preference index built from tourism, foreign-student numbers, Netflix viewership and review counts, Korea scored 7.4, ranking second only to the United States.
That soft power is on vivid display in the romantic comedy “Brilliant New World,” which ranked fifth worldwide on FlixPatrol’s Netflix TV-show chart as of May 30. The show, in which a heroine from the Joseon-era royal court is reborn in modern Seoul, lingers on traditional-market street snacks and Korean-beef feasts alongside palaces and hanbok (traditional dress). Tellingly, it topped the charts in Honduras and Vietnam and ranked high across Central America, Southeast Asia and North Africa — the same regions flagged as export opportunities.
Tailored strategies, not one menu
To build its shortlist, the institute screened 14 countries showing surging Hallyu fan-club membership and rising imports of Korean consumer goods, then ranked them by retail channels, e-commerce share and young urban populations. It set aside the United Arab Emirates (geopolitical risk) and Vietnam and Indonesia (already established buyers) to land on its top three.
Crucially, the report rejects a one-size-fits-all approach. For family-oriented Honduras, with its large child population, it suggests big-format snacks for all ages. For tradition-minded Latvia, it warns that leaning on “Korean spiciness” would likely flop and recommends milder sauces that pair with local cuisine. And for rapidly urbanizing Kenya, where rice consumption is climbing, it points to rice-based products such as instant rice, rice crackers and tteokbokki (spicy rice cakes).
