[The Rise of K-HMR] ① Targeting the 390 Trillion KRW Global HMR Market

Spicy, Low-Sodium, and High-Protein Products in the Spotlight
Frozen Gimbap, Samgyetang, and Buldak Tteokbokki Gain Popularity
Authentic Korean Cuisine, Not "Localization," Drives Global Success

Korean foods such as gimbap, tteokbokki, and instant noodles are gaining attention in the rapidly growing global Home Meal Replacement (HMR) market. Products that preserve the authentic taste and cooking methods of traditional Korean cuisine, rather than being tailored to local preferences, are especially popular. Frozen gimbap and samgyetang, for example, are recognized as "healthy meal options" and are driving sales after being introduced into major local distribution networks. Spicy products like Carbo Buldak and Rose Tteokbokki are also captivating the taste buds of overseas consumers.

According to Business Research Insight, the global HMR market was estimated to be worth $133.9 billion (about 180 trillion KRW) last year. By 2033, it is projected to grow to $289.4 billion (about 390 trillion KRW). The compound annual growth rate is expected to reach 11.4%.

Local customers in Vietnam are using the GS25 store that opened in Hanoi.
[Photo by GS Retail]

Global HMR Market Expected to Reach 390 Trillion KRW by 2033

Changes in population structure, such as the increase in single- and two-person households, the rise of dual-income families, and aging demographics, are fueling the growth of the HMR market. In particular, the sharp decline in demand for dining out since the COVID-19 pandemic has further boosted the trend of consumers seeking convenient meals at home.

According to data from Verified Market Research, the North American market?including the United States and Canada?accounts for 38% of the global market. This is followed by Europe at 28% and the Asia-Pacific region at 20%. By product type, ready-to-eat foods hold the largest share at 45%, followed by ready-to-cook products at 35%, and ready-to-heat foods?which can be heated in a microwave and eaten immediately?at 20%. In terms of consumer segments, single-person households account for 40%, dual-income families for 35%, and the elderly for 25%.

Recently, the HMR market has been shifting its focus from mere convenience to health, functionality, and value consumption. Products fortified with protein and dietary fiber, zero-calorie options, and low-sodium ready meals are gaining popularity. In the United States, demand is rising for organic, vegan, and clean-label products. In Japan, convenience stores such as 7-Eleven and Lawson are actively launching high-protein lunch boxes and low-sodium sandwiches. Additionally, single-serving meal kits that can be prepared in under three minutes, as well as products compatible with smart kitchen appliances, are forming new markets.

Korean HMR: Gimbap and Tteokbokki Lead the Trend

Korean-style HMR products are making a strong impression in the global market. According to the Ministry of Agriculture, Food and Rural Affairs, agricultural and food exports in the first quarter of this year reached $2.48 billion, a 9.6% increase compared to the same period last year. Of this, ramen exports surged by 27.3% to $344 million. Spicy ramen products such as Carbo Buldak and Buldak Mayo have driven growth by selling well across China, the United States, Europe, and Southeast Asia. Exports of Korean sauces, such as gochujang and seasoned chicken sauce, also increased by 9.1%. Kimchi fried rice, tteokbokki, gimbap, and japchae have already established themselves as representative K-HMR products in the Japanese and Southeast Asian markets.

Gimbap, in particular, has shown remarkable growth. According to BGF Retail, tuna gimbap, triangle gimbap, and bulgogi gimbap are among the top-selling products at CU stores in Mongolia and Kazakhstan. The main consumer base consists of locals who have experience living in Korea, such as international students and workers.

Since its launch in 2023, CJ CheilJedang's "Frozen Gimbap" has sold more than 3.5 million units worldwide, with over 2.5 million sold in Japan alone. The distribution network is now expanding to Australia, Singapore, and the Middle East.

Frozen gimbap is flying off the shelves because it offers a balanced meal with the harmonious flavors of rice, meat, vegetables, and seaweed. Its reasonable price, easy storage, and simple preparation make it a convenient meal option anytime, which also contributes to its popularity. Samgyetang is also steadily increasing its sales as it expands beyond Korean grocery stores into major local distribution channels in the United States and Europe.

Spicy products are also selling well. According to GS Retail, tteokbokki, instant fish cake, gimbap, and lunch boxes are the main products at GS25 stores in Vietnam, with tteokbokki and Omori Kimchi Jjigae Ramen being the fastest sellers. In Malaysia, all of the top five products were spicy HMR items. At CU stores, K-Hot Dakgangjeong and Rose Tteokbokki ranked first and second in sales.

The key to the success of K-HMR products lies not in "localization" but in "authentic Korean flavors and cooking methods." Rather than adjusting the taste for each country, the use of spicy, rich seasonings and traditional cooking methods has been perceived by overseas consumers as offering a unique and authentic taste. A GS25 representative explained, "Our strategy of renewing products by using more Korean recipes, rather than localizing, has contributed to their popularity. We have dispatched professional merchandisers and food development researchers from our Korean headquarters to local markets, supporting the renewal of food products by directly applying authentic Korean recipes."