Exports Near $400 Million in First Half... K-Snacks Target Global Markets [K-holic]

K-Snack Exports Rise Amid Korean Wave and Social Media Buzz
Popular for Their Reasonable Prices and as Gifts
More Content Featuring Snack Hauls and Taste Comparisons Popping Up

Editor's NoteInterest in Korean culture is growing rapidly around the world. Korean products and content, including K-food and K-beauty, are becoming part of the everyday lives of overseas consumers, extending beyond niche fan communities. [K-holic] spotlights the Korean wave seen around the world and explores why overseas consumers are turning their attention to Korea.

As the K-food wave continues, Korean snacks are attracting interest from overseas consumers. Tourists are introducing snacks they bought during trips to Korea on social media and sharing reviews after trying them, helping the products gain word-of-mouth popularity online. Exports of Korean snack products are also on the rise amid this growing interest.

Korean Snacks Sell Well Overseas... First-Half Exports Rise 7.2%

A Chinese netizen is sampling Korean snacks and sharing their reviews on Xiaohongshu.

According to the Ministry of Agriculture, Food and Rural Affairs, exports of Korean snack products totaled $398.8 million (approximately 533.1 billion won) in the first half of this year, up 7.2% from the same period a year earlier. By region, exports to Europe rose 31.8% to $21.5 million (approximately 28.7 billion won), while exports to the United States increased 12.0% to $150.1 million (approximately 200.7 billion won) and those to China rose 1.0% to $49.9 million (approximately 66.7 billion won).

The spread of the Korean Wave and word of mouth on social media are among the factors behind the popularity of Korean snacks. Analysts say overseas consumers who have become familiar with Korean culture through Korean content are also showing interest in Korean food. Snacks are also popular because they offer a variety of flavors at relatively low prices and are easy to try while traveling or give as gifts to family and friends.

"Korean Snack Shopping Lists" Shared on Social Media

A "Korean Snacks Shopping List" posted on social media. Xiaohongshu

Content recommending Korean snacks is spreading on social media platforms, including China's Xiaohongshu. Posts on topics such as "Snacks You Must Buy in Korea" and "Recommended Snacks at Korean Convenience Stores" feature a variety of products, including Banana Kick, Honey Butter Chip, Turtle Chips, Pepero and Bichobi. One user described Banana Kick as "a classic Korean snack," adding that it "has a very strong banana flavor and a distinctively crunchy texture."

Videos of people trying the snacks, as well as content comparing the flavors, textures and prices of different products, are also being posted. Some users have also shared photos of snacks they bought in Korea after gathering them all together.

From Bichobi to Pepero... Food Companies Step Up Overseas Expansion

Snacks are on display at a large supermarket in Seoul. Photo by Kang Jinhyung (aymsdream@)

With overseas consumers showing greater interest in K-snacks, food companies are stepping up their efforts to expand in global markets. Orion's Bichobi, in particular, has drawn attention among foreign tourists as a "Korean souvenir." It is known for its distinctive design, with a whole chocolate bar sandwiched between whole-wheat biscuits, and has gained word-of-mouth popularity on social media. Bichobi's cumulative sales from January through August this year were up 53% from the same period a year earlier. 

To meet increased demand, Orion added a production line at its Iksan plant in April, roughly doubling its production capacity. Building on this, the company plans to expand the countries where it sells its products and its distribution channels, including by pursuing placements at Costco in Japan and the United States.

Lotte Wellfood is also stepping up its global marketing, led by its flagship brand Pepero. Pepero exports totaled approximately 87 billion won last year, when Stray Kids was named its global ambassador, up about 25% from 70 billion won the year before. That was about three times the figure in 2020, when the company began its global marketing push in earnest. Ahead of Pepero Day on November 11, an advertisement featuring Stray Kids also drew interest from overseas consumers, surpassing 10 million cumulative views just six days after its release.

The growth of K-snacks is expected to continue for the time being. According to global market research firm IMARC Group, the Korean confectionery market is projected to reach $4.7 billion (approximately 6.2834 trillion won) by 2033. Its compound annual growth rate is forecast to be 2.3% from 2025 to 2033. Ongoing product innovation, including new flavors, shapes and packaging designed to appeal to diverse consumer preferences, is seen as a key driver of market growth.

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