Amazon Global Selling as a Launchpad... Korean Food Startups Target Expansion
Popularity of Korean Products Soars with Hallyu Wave on Amazon... Promising K-Food Products
[Asia Economy Reporter Lee Seon-ae] For Americans who only used flower trowels, the 'hommi,' bent at a right angle, became a 'revolutionary gardening tool' and received rave reviews as 'the best for cutting bushes,' leading to huge success. It has solidified its status as the number one product in the gardening tools category, enhancing the prestige of 'K-products.' Noticing this, domestic food startups are showing busy movements to promote Made-in-Korea products on Amazon.
Amazon, used by over 300 million customers in more than 180 countries worldwide, is the largest e-commerce company globally. For domestic small and medium-sized enterprises (SMEs) and startups, Amazon's global selling program and business-to-business (B2B) matching services help reduce initial costs for overseas expansion and quickly gauge local responses, making it a valuable platform for developing overseas sales channels.
According to the industry on the 14th, MyNormal, a ketogenic lifestyle brand startup established in 2018, has listed its main product, the low-sugar sweetener 'Keto Allulose,' on Amazon in the United States and is actively targeting the North American market.
The United States, which forms the world's largest sweetener market, is strengthening sugar regulations such as obesity taxes, leading to rapid growth in the low-sugar sweetener market. MyNormal's strategy is to compete with product quality and price competitiveness in line with the health and wellness trends, which have gained more attention due to COVID-19, and the sugar market trend pursuing healthy sweetness.
In fact, Keto Allulose is a sugar component that exists in trace amounts in natural fruits such as raisins and figs, and it has obtained GRAS (Generally Recognized As Safe), the highest grade of safety certification from the U.S. Food and Drug Administration (FDA), thus gaining product reliability. Compared to sugar, it has 99% less sugar and 98% fewer calories, attracting attention from diabetic patients who need to limit sugar intake, as well as dieters and consumers interested in healthy diets.
Lee Hyung-jin, CEO of MyNormal, said, “Allulose is not an artificial synthetic sweetener but a rare sugar component found in nature, and it is already gaining attention as a sugar substitute in domestic and international sweetener markets,” adding, “We plan to use this Amazon listing as a stepping stone to observe overseas consumer reactions and then export to more foreign countries.”
There is also a startup that developed seasoning using Korea's soul food, kimchi, which surpassed Japan's traditional chili sauce, shichimi. Antaeyang Food Culture Lab's kimchi seasoning ranked second among over 300 products worldwide in Amazon's global chili sauce category last October.
Food Culture Lab's kimchi seasoning uses gluten-free ingredients suitable for vegans and does not use genetically modified crops, satisfying overseas consumers who are very selective about their food. It can be sprinkled on oily dishes such as sausages and pizza to add a spicy umami flavor.
In addition, a domestic granola product has achieved continuous sell-outs in the United States, the country of origin. Granology, a granola specialty brand, reported that since starting sales on Amazon, all 10 of its products have sold out, receiving positive responses from overseas consumers.
They also paid attention to raw materials, manufacturing according to vegan standards so that consumers with gluten allergies and lactose intolerance can consume them. Among them, Granology's signature product is the most popular, with local buyers citing excellent taste, moderate sweetness, and crispy texture as reasons for preference.
Son Won-ik, CEO of Granology, said, “We are pleased to introduce premium granola made with the finest ingredients to global customers and receive positive feedback,” adding, “As a food tech brand, we plan to propose a healthy lifestyle through subscription and recommendation services based on big data.”
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