[Report] "Not Ketchup, It's K-Chep"... 'K-Sauce' Captivates 2025 Food Week

'2025 Food Week Korea' Runs at COEX Until November 1
Leading Korean Sauce Brands Including Nongshim, Samyang, and Paldo Gather
A Glimpse into the Future of Korea's Food Industry... Consultations for Agro-Food Export Also Offered

"I wanted to create the perfect gochujang sauce so that foreigners could easily and deliciously enjoy Korean cuisine."

At '2025 Food Week Korea (the 20th Seoul International Food Industry Exhibition, Food Week Korea),' which opened on October 29 at COEX in Samseong-dong, Gangnam-gu, Seoul, Yoo Jiyeong, CEO of K-Chat, introduced a Korean sauce that can be enjoyed by people around the world. K-Chat is a K-sauce brand launched in 2023 by CEO Yoo, who is the daughter of a certified Sunchang gochujang artisan. Drawing on her deep understanding of traditional sauces and her passion for Korean food, she created this brand.

The K-Chat booth at '2025 Food Week Korea,' which opened on the 29th at COEX in Samseong-dong, Gangnam-gu, Seoul.

CEO Yoo confirmed the overseas market potential for Korean sauces based on the reactions of foreign customers at 'Tongue and Groove Joint,' a Korean BBQ restaurant that has been listed in the Michelin Guide Seoul for seven consecutive years. She explained, "While we can easily create the perfect sauce for each menu by combining gochujang with garlic, chili, sesame oil, and more, it is not as easy for foreigners or those who are not confident in cooking. I began developing these products with the hope that people worldwide could enjoy Korean food as conveniently as we do."

She added, "I can feel the growing interest in Korean cuisine thanks to K-content such as K-Pop Demon Hunters. At this exhibition, we have scheduled meetings with various overseas buyers from countries including Thailand, the United States, and Australia."

Reflecting the recent popularity of K-sauces, the most crowded spot at this expo was also the 'House of Sauce Special Pavilion.' This special pavilion was designed to showcase the K-sauce craze, and visitors could sample a variety of trendsetting sauces, including Nongshim's 'Shintumba All-Purpose Sauce,' four varieties of Samyang Foods' 'Buldak Sauce' series, and three varieties of Paldo's 'Holic Sauce' series.

A view of the 'House of Sauce Special Pavilion' booth at '2025 Food Week Korea,' which opened on the 29th at COEX in Samseong-dong, Gangnam-gu, Seoul.

At the mini bar-style booths, visitors could taste each company's sauces. After sampling, they received a card-shaped recipe book containing the sauces, and those who participated in the survey were offered pairing foods that matched their preferred sauces. Participants who experienced the booth and completed social media verification were also entered into a drawing to receive a mini bag as a giveaway.

Joo Yerin, who visited the event, said, "I am majoring in food and nutrition at university and enjoy experimenting with food. I usually enjoy spicy food and keep various sauces at home to mix and match, so I am very satisfied to have gained new ideas for combinations today."

Among the three participating companies, Paldo's sauce attracted particular attention. On this day, Paldo showcased three varieties of Holic Sauce (Ssamjang, Korean BBQ, and Gochujang), which reinterpret traditional Korean sauces in a modern way, along with various recommended pairing menus. A Paldo representative stated, "Food Week Korea is an opportunity to communicate directly with consumers and share the appeal of Paldo sauces. We will continue to develop the taste of Korea to suit global palates and enhance our competitiveness in the international market."

Recently, the domestic food industry has been accelerating its efforts to target overseas markets, designating K-sauces as a new growth engine. According to the Korea Customs Service, last year's sauce exports reached a record high of 399.75 million dollars (about 573 billion won), a 3.6% increase from the previous year. This is more than double the 189.61 million dollars (about 270 billion won) recorded in 2016, achieved over eight years. By September this year, exports had already reached 315.03 million dollars (about 452 billion won), making it certain that the annual total will surpass 400 million dollars.

On the 29th, '2025 Food Week Korea' kicked off at COEX in Samseong-dong, Gangnam-gu, Seoul.

Ramen-related products, which are also driving the K-food export boom alongside sauces, drew attention as well. A representative from Kichia, a producer of automatic instant ramen cookers, said, "Compared to existing products on the market, our product has significantly enhanced safety features, such as leakage, container, and tilt detection. Leveraging high ramen consumption demand, we are expanding sales to corporate break rooms, PC cafes, and golf courses."

This exhibition also offers consultations for small and medium-sized export companies considering exporting agri-food products. Lim Chaeyeon, a manager at Korea Agro-Fisheries & Food Trade Corporation, explained, "Many business owners who are considering exports feel lost about where to start. We provide basic consultations on essential matters to know when proceeding with exports, as well as guidance on support programs run by the corporation."

Celebrating its 20th edition this year, Food Week Korea is the largest food expo of the second half of the year, showcasing the future of the food industry from premium foods to manufacturing automation, smart distribution, and farm tech. Until November 1, 950 companies from 42 countries will participate, connecting with buyers and visitors.