[Report] "We Eat Tteokbokki and Kimchi Twice a Week"... K-Food Captivates Malaysia's MZ Generation

Korea Agro-Fisheries & Food Trade Corporation Hosts 'K-Food Fair' in Kuala Lumpur
'Delicious and Healthy Korean Food' Well-Received Among Young People
Confirmed Potential for Korean Beef in Malaysia, a 'Global Halal Hub'

"I eat K-food at least twice a week. Since I enjoy listening to K-pop, I naturally became hooked on K-food as well."

On the 13th (local time), we met Wei Yao (22) at Sunway Pyramid, a large shopping mall in Kuala Lumpur, Malaysia. She is a K-food enthusiast. That day, as a member of the K-pop cover dance team KEENDOM, she performed a cover dance to the Korean girl group NewJeans' song "Super Shy" at the 'K-Food Fair' event. Wei Yao said, "My friends and I enjoy eating tteokbokki, chicken, sundubu, kimchi, and more," adding, "Among young people in Malaysia, there is a widespread perception that Korean food is delicious and healthy," sharing the local atmosphere.

On the 12th, at the 'K-Food Fair' held at Sunway Pyramid, a large shopping mall in Kuala Lumpur, Wi Yiyao (front row, first from the left), a member of the K-pop cover dance team KEENDOM, is performing to NewJeans' song "Super Shy."

At the event, Ivy (25), who was browsing Korean food products, said, "Among Korean foods, I like kimchi the most. I make sure to eat Korean food about once a month," and added, "It was great to be able to taste bibimbap and buldak bokkeum myeon directly at the event."

13 Million KRW Worth of K-Food Sold Over Three Days

The popularity of K-food was also evident in the sales at the sales booth set up at one side of the event venue. The Korea Agro-Fisheries & Food Trade Corporation (aT), which hosted the K-Food Fair, targeted attendees with K-pop cover dance performances, buldak challenges, taekwondo shows, traditional game experiences, as well as a corner selling Korean ramen such as buldak ramen, beverages, and snacks through local supermarkets. An aT official explained, "During the three days from the 13th to the 15th, sales amounted to 44,700 Malaysian Ringgit (about 13 million KRW). The sales volume exceeded expectations, allowing us to once again realize the popularity of K-food."

As K-food's popularity rises in Malaysia, local buyers' interest is also growing. In fact, at the 'K-Food Fair B2B (business-to-business) Export Consultation' held on the 11th, a total of 237 export consultations worth 20 million USD took place between 56 major purchasing companies (buyers) from Malaysia and Singapore and 30 domestic agricultural and food export companies. Among these, 22 agreements and on-site contracts worth 2.3 million USD were concluded.

The scene of the 'K-Food Fair' held on the 12th at Sunway Pyramid, a large shopping mall in Kuala Lumpur.

Reflecting this trend, exports of Korean agricultural, forestry, and livestock products to Malaysia have also increased significantly recently. According to the Ministry of Agriculture, Food and Rural Affairs, export value surged 59.5% (66.92 million USD) from 112.46 million USD in 2018 to 179.38 million USD in 2022. The cumulative export value from January to September this year reached 150.9 million USD, an 8.7% increase compared to the same period last year.

Korean Beef Confirms Potential in Malaysia, the 'Global Halal Hub'

Recently, the export path for Korean beef (Hanwoo) has also opened. Malaysia, where over 60% of the population are Muslims, plays a role as a global halal market hub with a halal food market size exceeding 100 billion USD. At this K-Food Fair, the halal Hanwoo promotion booth attracted significant interest from purchasing companies, confirming the potential for Hanwoo's entry into the local market.

In fact, the Malaysian government operates a halal certification system through the Department of Islamic Development Malaysia (JAKIM) with the goal of becoming a 'Global Halal Hub.' Halal certification is essential to export beef to Malaysia. Accordingly, the Korean government has made continuous efforts since 2016 to export Hanwoo, and in March this year, the slaughterhouse located in Hongcheon, Gangwon Province, operated by HanDaun FSL, a Hanwoo export company, received halal certification for the first time in Korea. This halal Hanwoo has been officially exported to Malaysia since July. Yoo Chang-yeol, CEO of HanDaun, said, "In the first year of exporting Hanwoo to Malaysia, we are focusing on informing local consumers who have not yet tasted Hanwoo about its excellence," adding, "To this end, we are persuading hotel restaurants, which previously only sold Japanese Wagyu, to launch menus using Hanwoo."

The fine dining restaurant Prime, located in Le Meridien Kuala Lumpur Hotel, offers Hanwoo dishes to its customers. On the 13th, Antoine Rodriguez, the executive chef at Prime, praised the marketability of Hanwoo while presenting Hanwoo steak. He said, "In Malaysia, Japanese and Australian Wagyu are more famous, so Hanwoo was not well known, but after tasting Hanwoo, I came to think it is the best among various beef," and explained, "Customers who have tried Hanwoo respond very positively, saying it is really delicious and fantastic."

Prime, a fine dining restaurant located in Le Meridien Kuala Lumpur Hotel, offering a Korean beef steak menu.

There was also a Malaysian customer who visited Prime that day to taste Hanwoo. Sylvia Lim said, "Two weeks ago, I happened to try Hanwoo and it was so delicious that I looked for a restaurant with Hanwoo dishes and came here with acquaintances," adding, "The texture and taste were so good that I urged other friends to try Hanwoo as soon as possible."