KOTRA Breaks into Major German Distribution Network... Concludes "Germany K-Food Promotion Fair" Successfully

Promotional Event at "Globus," a 200-Year-Old Distribution Chain
35,000 Visitors in Three Weeks, Korean Food Sales Surge Sevenfold

In Germany, the largest food market in Europe and the top destination for K-Food exports, the mainstream adoption of K-Food through major distribution networks is accelerating. The Korea Trade-Investment Promotion Agency (KOTRA) announced on the 24th that it had successfully concluded the “2026 Germany K-Food Promotion Fair” at the Eschborn branch of Globus, the representative German hypermarket chain, which took place from August 3 to 22 (local time).

KOTRA held a K-Food promotion event called "Korea Week" at Globus, a leading German hypermarket, from the 3rd to the 22nd, where local consumers are tasting Korean food products. KOTRA

Founded in 1828, Globus is a major distribution chain with a history stretching nearly 200 years, operating around 160 stores across Europe, including Germany and the Czech Republic. This distribution network is known for its high quality and its focus on local, community-oriented product selections, exhibiting a highly conservative character. For several years, KOTRA has worked to establish cooperation with Globus, and last year it supported domestic firms in signing a global food consulting contract for the launch of a bibimbap specialty restaurant (Korea Kitchen) in two locations.

This year’s event drew more than 35,000 local consumers over three weeks, with sales exceeding 35,000 euros (approximately 13,000 products). Notably, in August, sales of Korean food products at the Globus Eschborn branch soared by 603% (about sevenfold) compared to the same month in the previous year, marking the most substantial growth among all international food categories.

The promotion featured a total of 18 companies—including large corporations like CJ, Nongshim, Dongwon, Sempio, and Samlip that are already listed with Globus, as well as eight companies hoping to secure new listings—presenting 80 different products. In addition to weekend tasting events, a “Korean Cuisine Experience Dinner” was held on the 13th, inviting over 40 key local figures and the head of Globus’s food division, where bulgogi, bibimbap, and kimchi pancakes were served as part of a multi-course menu.

Steffen Stoldt, branch manager of Globus Eschborn, stated, “The three-week Korean food promotion was extremely successful, and based on this experience, we hope to host even larger promotional events in the future.”

KOTRA believes that expanding entry into mainstream and premium local distribution networks is crucial for maintaining K-Food’s popularity abroad, and plans to further strengthen cooperation with local, high-end distribution channels like Globus.

Kim Yeonjae, Head of KOTRA’s Europe Regional Headquarters, said, “Previously conservative major retailers are swiftly expanding their K-consumer goods offerings. We will provide systematic support to broaden collaboration with European retail networks so that a wider variety of K-consumer goods can advance into the European market.”

This content was produced with the assistance of AI translation services.