"Record High in Korean Agricultural Food Exports"... Which 'K-Food' is Loved in Southeast Asia?

Shopee Korea, Analysis of K-Food Sales Trends
Average Annual Order Growth on Platform 170%↑
Popularity Ranking: Singapore, Malaysia, Taiwan

[Asia Economy Reporter Kim Bo-kyung] Last year, South Korea's agricultural and marine food products achieved record-high export figures. Shopee Korea, a global e-commerce platform operating mainly in Southeast Asia, announced that the popular product categories preferred by overseas consumers are snacks, coffee, and convenience foods. They also revealed that food products featured in Korean dramas and movies tend to have higher preference.

According to the Korea Agro-Fisheries & Food Trade Corporation (aT) on the 14th, the export value of agricultural and marine food products in 2021 exceeded $10 billion for the first time in history, reaching $11.36 billion. In particular, exports to new southern markets including ASEAN countries increased by 17% compared to the previous year.

Thanks to the popularity of K-content such as "Squid Game" and "Minari," K-food is also gaining attention and is expected to continue its growth trend. In response, Shopee Korea recently held the "2022 K-Food Forum" and announced popular Korean items loved in the Southeast Asian region.

The average daily order volume of K-food on the Shopee platform has grown by an average of 170% annually since 2019, and the number of sellers has increased by 300%. Shopee Korea has been hosting the "K-Food Fair" in collaboration with aT and the Ministry of Agriculture, Food and Rural Affairs to promote Korean food worldwide. During this event, a Korean Pavilion special page was opened on the platform to introduce various products. Top sellers participating in the fair held throughout February this year showed a remarkable 674% increase in order volume compared to the previous month.

Shopee Korea reported that Singapore had the highest volume of K-food orders, followed by Malaysia and Taiwan. The popular product categories were snacks, coffee, and convenience foods.

Looking at the regions, jelly products frequently featured in ASMR content received high attention in Malaysia. In Singapore, sweet-flavored instant coffee sticks such as mint chocolate latte, tiramisu latte, and dolce latte sold well. In Taiwan, coffee with less sweetness and a rich flavor, such as dark roast and low-sugar latte, were mainly sold.

For convenience foods, Korean representative side dishes like stir-fried shredded squid and stir-fried anchovies were highly popular. Traditional convenience foods such as japchae, abalone porridge, and beef porridge also had high order volumes. Korean spicy products like buldak sauce and buldak stir-fried noodles continued to attract popularity.

A Shopee Korea official explained, "Southeast Asian consumers recognize K-food as 'premium,' reflecting high product trust. Emphasizing that the product is Korean and attaching related images or videos if the product has been exposed in K-content will help increase sales."

They also emphasized that understanding sales status by product and offering various configurations from small to large quantities can effectively capture local customers.

Looking ahead, it is predicted that there will be a preference for vegan, protein alternative foods, and eco-friendly products. Especially in Malaysia, where the Muslim population accounts for 60%, local demand for halal products is expected to increase.

Yoon-ah Kwon, head of Shopee Korea, said, "The range of products preferred by local customers is gradually expanding, and the market is expected to grow to include health foods such as vegan options. We will continue to provide useful information to help sellers grow."