After Dominating the U.S. and Southeast Asia, Now Expanding to Europe
Record-High Ice Cream Export Value
Melona Accounts for 30% of Domestic Export Sales
Domestic ice cream companies are accelerating their overseas expansion. As global interest in K-food rises, demand for Korean ice cream is rapidly increasing in the United States, Southeast Asia, and Europe. The ice cream industry is expanding local production lines, strengthening distribution channels, and implementing aggressive overseas business strategies.
According to the Korea Customs Service on the 1st, last year, domestic ice cream exports recorded $98.41 million, a 5% increase from the previous year. This is the highest performance ever. During the same period, imports increased by 14% to $68.91 million, but the export growth was larger, resulting in a trade surplus of $29.49 million. The trade surplus increased by 33% from $22.11 million in 2022. The export volume reached approximately 380 million units based on 75g per unit.
Binggrae's 'Melona' export product (left), Lotte Wellfood's 'World Cone' sold in India [Photo by Binggrae, Lotte Wellfood]
The export target countries reached 60, with the largest export market being the United States ($30.72 million). The Philippines ($11.44 million), Canada ($7.44 million), China ($6.66 million), Vietnam ($6.19 million), and Russia ($5 million) followed. Notably, growth was prominent in the United States, Vietnam, and Russia.
The industry cites the increase in ice cream exports due to the global heatwave-driven demand for frozen desserts, rising product preference from the spread of K-culture, and product diversification through localization strategies. According to a Samjong KPMG report, the global ice cream market size was expected to reach $103.4 billion last year, with an average annual growth rate of 5% from 2018 to 2029.
Binggrae is showing a strong presence in the domestic ice cream export market. Binggrae accounts for about 60% of the total domestic ice cream export value, and among them, its flagship brand 'Melona' accounts for more than half. In terms of a single brand, 'Melona' represents about 30% of the total domestic ice cream exports.
In particular, Binggrae has established a solid position in the U.S. market with 'Melona.' Melona is available in all Costco stores in the U.S. and holds about a 70% market share of Korean ice cream in the U.S. Last year, Binggrae's U.S. subsidiary sales reached 80.4 billion KRW, a 35% increase from the previous year.
Melona's first export began in 1995 when a Korean-American businessman in the U.S. started selling it to Korean residents living in Hawaii. In 2016, Binggrae established a subsidiary in San Francisco, and from 2017, local production in the U.S. also began. Various flavors such as mango, strawberry, coconut, and taro were introduced to suit local tastes, and recently, a home-size product for spoon-eating was launched.
Binggrae is also strengthening its European market strategy with 'Plant-based Melona' targeting vegan consumers. Since 2023, exports have started to major European countries such as the Netherlands, Germany, and France, and sales in Europe in the first half of last year tripled compared to the previous year. This year, the company plans to expand exports to Oceania, India, and Southwest Asia.
Lotte Wellfood is also actively targeting overseas markets. Last year, overseas sales reached 199.3 billion KRW, a 4% increase from the previous year. In particular, the sales of Havmore, an Indian ice cream subsidiary acquired in 2017, amounted to 172.9 billion KRW. The new Pune factory started operations last month, and the company expects sales to increase by more than 15% this year due to improved supply capacity during peak seasons. Currently operating 9 lines, the Pune factory plans to expand to 16 lines by 2028.
Lotte Wellfood's export value is 26.4 billion KRW, with major export countries including the United States, China, the Philippines, and Taiwan. The main export products are Tico, Jokbak, Seolleim, Ppangppare, and Chaltteok Ice. The company plans to strengthen exports of health & wellness concept products centered on the 'ZERO' brand in the future.
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