"What Snack Is Ros? Eating?"... Following Ramen, Snacks and Drinks Also Ride the 'K-Wave'

Estimated Beverage and Snack Export Value Surpasses 2 Trillion Won

Following Korean ramen, snacks and beverages are also expanding globally thanks to K-culture.

Ros? eating Nongshim Spicy Shrimp Crackers. YouTube

On the 1st, the Korea Customs Service announced that snack exports from January to November last year increased by 16.5% compared to the same period the previous year, surpassing $700 million (about 1 trillion KRW) for the first time. This is nearly double the annual export amount of $430 million (about 632.874 billion KRW) in 2018. The Ministry of Agriculture, Food and Rural Affairs interpreted this increase in snack exports as largely due to the Korean Wave. The main export destinations for Korean snacks are China, the United States, and Japan.

Ros?, the globally famous singer known for the song "APT." featuring Bruno Mars, recently appeared on a British YouTube channel where she tasted and reviewed Korean and British snacks. This video recorded 2.7 million views in just three weeks. Ros? tried Nongshim’s spicy shrimp-flavored Saewookkang and shared an anecdote about how, during her trainee days when she had little money, she would stack Choco Pies and put candles on them to sing "Happy Birthday" for someone's birthday. Actor Lee Jung-jae, who starred in the Netflix drama "Squid Game," also tasted Korean snacks and beverages on this channel.

Beverage exports increased by 14.9% to $600 million (883.08 billion KRW). The main export countries are China, the United States, and Vietnam. The combined export value of snacks and beverages reached $1.3 billion (about 1.9 trillion KRW), and it is estimated that the total exceeded 2 trillion KRW when including December.

As overseas demand surged, domestic confectionery companies are successively expanding their overseas production bases and sales networks. Lotte Wellfood appointed NewJeans as the brand model for Pepero and Zero to boost overseas recognition. In November last year, NewJeans appeared in Pepero outdoor advertisements in New York’s Times Square, Los Angeles, and Ho Chi Minh City, Vietnam. Pepero’s export sales surpassed domestic sales for the first time in the first half of last year. In the second half of this year, they plan to operate Pepero’s first overseas production base in India.

Orion is focusing on distributing Kkobuk Chip in the United States. Orion stated that if sales of Kkobuk Chip increase in the U.S., they are considering establishing a local production plant.

Crown Haitai Group established a new Crown Confectionery factory in Asan, Chungnam, last May, following the Haitai Confectionery factory in July 2022. Crown Haitai Group said they plan to use the two factories near Pyeongtaek Port as "export forward bases."