K-Food Export Soars
Popular Content 'Baekspirit' Featuring Baek Jong-won and Alcohol Themes
Episode with Athlete Kim Yeon-kyung Highlights Cass, Includes Production Scenes
Expecting Effects from 'DP-Choco Pie' and 'Squid Game-Samyang Ramen'
In the fifth episode of the Netflix variety show 'Back Spirit,' CEO Baek Jong-won and player Kim Yeon-kyung are drinking Cass.
[Asia Economy Reporter Seungjin Lee] A 'K-Food' craze is sweeping the world. Amid the impact of COVID-19 and the influence of the Korean Wave, including K-pop and K-dramas, interest in Korean cuisine has surged, raising expectations that this year's domestic agricultural and food exports will reach an all-time high.
Agricultural and Food Exports Surpass $6 Billion for the First Time in Q3
According to the Ministry of Agriculture, Food and Rural Affairs on the 12th, agricultural and food exports from January to September this year amounted to approximately $6.192 billion, a 12.3% increase compared to the same period last year. For the past five years, Q3 export figures had remained in the $5 billion range, but this year surpassed $6 billion for the first time. Despite ongoing logistical challenges due to the spread of COVID-19, Korean food has captivated the global palate.
By product category, kimchi and ramen showed notable growth. Kimchi exports reached $123.8 million, up 14.1% during the same period. Noodles, including ramen, increased by 8.6% to $604.71 million. Kimchi exports have significantly risen since last year as it has been increasingly recognized as a health food that boosts immunity amid the COVID-19 pandemic.
By export destination, kimchi showed high growth rates in Japan at $63.3 million (16.4%), the United States at $21.3 million (22.0%), and the European Union (EU) and the United Kingdom at $11.3 million (35.1%). Ramen exports increased due to sustained demand for convenience foods amid COVID-19, with Japan at $46.9 million (27.3%), Taiwan at $23.9 million (23.8%), and Malaysia at $19 million (27.0%).
K-Food Soars Riding Netflix Wave
Interest in K-Food has surged through popular Netflix series such as 'Squid Game' featuring ramen and 'DP' featuring Choco Pie. The alcoholic beverage industry is also anticipating a reevaluation of Korean alcohol through Netflix's variety show 'Back Spirit.' Released on the 1st, Back Spirit is an interview-style program hosted by Baek Jong-won, CEO of The Born Korea, focusing on Korean alcoholic beverages in each episode. Upon release, Back Spirit was introduced by major overseas media as a noteworthy new work.
In the recently released fifth episode, volleyball player Kim Yeon-koung appeared drinking OB Beer Cass. CEO Baek Jong-won explained the main ingredients and brewing process of beer, differences between draft and bottled beer, and shared his experience as a recent Cass model. During this segment, the table featured the newly redesigned transparent bottle of All New Cass, and scenes of Cass production appeared in the background. Other episodes feature soju and Makgeolli.
A representative from the alcoholic beverage industry stated, "Unlike kimchi and ramen, Korean alcoholic beverages lack recognition overseas, but through Netflix content, stories about Korean alcohol are being introduced worldwide, and we expect significant promotional effects."
The popularity of K-Food through Netflix is spreading rapidly. The Netflix drama 'Squid Game' has created a global sensation, sparking intense interest in ramen and dalgona featured in the series. A scene where the protagonist drinks soju while snacking on uncooked ramen sparked discussions among overseas fans about eating ramen as a snack without cooking it. The 'Dalgona Making Kit' also sold out on overseas online malls.
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