RueRang Signs Exclusive Sales Agreement with German Food Wholesale Company Metro

- Rueirang introduces a wide range of Korean food products worldwide, from sauces to frozen dumplings
- Leading the globalization of K-food through collaboration with Metro, boasting the largest market share in Europe

K-food startup RueRang (CEO Kim Jik), which has introduced various Korean food products to overseas customers ranging from sauces to frozen dumplings, has signed an exclusive sales contract with Metro, the world's largest food wholesaler, and is embarking on the globalization of Korean cuisine in earnest.

Now in its second year since establishment, RueRang is actively exploring the globalization potential of K-food and aggressively targeting overseas markets. Having already successfully expanded its business in the French K-food market, RueRang plans to challenge the top position of K-food in the German market, the largest European food market, based on this exclusive sales contract.

Metro is the largest food wholesaler in Europe, leading the HoReCa (Hotel, Restaurant, Cafe) business across 31 countries with 661 stores. As a food distribution company, Metro also employs chefs directly to develop and supply recipes using Metro’s ingredients in order to lead European restaurant culture.

Through Metro’s approach, RueRang plans to improve European market customers’ understanding of Korean food products and lower the entry barriers for K-food. Rather than simply focusing on selling Korean food products, they aim to localize Korean food, thereby introducing Korean culture embedded in Korean cuisine and creating an environment where consumers can understand and enjoy it.

CEO Kim Jik of RueRang stated, “Our goal is to popularize localized menus presented by local chefs in local restaurants instead of K-food that is only encountered in Korean restaurants.”

He added, “Thanks to the success of K-Pop and K-Contents, overseas consumers’ interest in Korean culture overall?including fashion and food?has increased, but exporting K-food remains challenging. Currently, K-food is grouped under the Asian food category like curry and does not receive proper recognition, but through collaboration with Metro, we will strive to establish K-food as a distinct culture within the European market.”

Attention is focused on whether RueRang’s dream of offering an experience beyond Korean food to consumers worldwide will materialize and enrich the lives of global consumers through K-food.