[Next FTA] (5) Former Ambassador Yeo Seungbae: "K-food once bought at restaurants now graces local tables... Malaysia, a gateway to the 2 billion-person halal market"

"When I took up my post four years ago, K-food was something people went out to buy at Korean restaurants. Now it has evolved to the point where locals shop at supermarkets and cook kimchi jjigae at home themselves. It has become a fully established part of everyday life."

Yeo Seungbae, former South Korean ambassador to Malaysia, gave this answer when asked about the standing of the Korean Wave and K-food in Malaysia during an interview at the Embassy of the Republic of Korea in Malaysia in Kuala Lumpur on October 12. Having completed his roughly four-year term and recently returned to Korea, Yeo devoted considerable effort during his tenure to making K-food more than a cultural export by linking it to the country’s economy and a key driver of exports.

Yeo Seung-bae, former South Korean ambassador to Malaysia, is being interviewed at the South Korean Embassy in Malaysia on the 12th. Reporter Im Onyu.

Muslim Homemaker Presents 'Halal Korean Beef'... From Restaurants to the Home Dining Table

The most dramatic change Yeo witnessed firsthand over the past four years was in the way people consume K-food. Korean cuisine, once limited to a source of curiosity or a restaurant meal, has naturally become part of everyday food culture in local Muslim households.

Yeo said his most memorable moment was the cooking competition at the K-Halal Food Fair, held last May at the 1 Utama shopping mall in Kuala Lumpur.

"A local Muslim homemaker in her 30s, who was not a professional chef, confidently took first place with halal Korean beef yukhoe that she had practiced making at home while watching K-dramas," Yeo recalled. "Seeing her fighting back tears of joy as she received her plane ticket to Korea made me realize just how deeply K-food had become part of the lives of local Muslims."

Yeo Seungbae, former South Korean ambassador to Malaysia, speaks during an interview at the Embassy of the Republic of Korea in Malaysia on the 12th. Photo by Lim Onyu

Southeast Asia's Strongest Purchasing Power... An 'Ideal Testbed' for Reaching 2 Billion Muslims

Yeo described Malaysia as the "ideal springboard" for reaching the 2 billion-strong Muslim market. "More than 60% of Malaysia's 34 million people are Muslim, and excluding city-states, it has the highest per capita gross domestic product (GDP) in ASEAN," he said. "With a sizable middle class with purchasing power and a large number of young consumers, it is a market where high-value agricultural and livestock products, such as premium fruit and top-quality halal Korean beef, can succeed."

He added, "If companies pass the certification process of Malaysia's Department of Islamic Development (JAKIM), considered one of the most sophisticated and rigorous in the world, the country can serve as a foothold for reaching not only 300 million Muslims in ASEAN but also the Middle East's Gulf Cooperation Council (GCC) market, with its population of 2 billion." He emphasized, "Korean companies should see Malaysia not merely as a single consumer market, but as a gateway to the global halal economy and a launchpad for growth."

"Halal Certification Is No Cure-All"... Counterfeit Products Must Be Stopped

However, Yeo also offered a sober assessment, warning against rushing into the market on the strength of rosy projections alone. Many companies have failed after focusing solely on halal certification and overlooking local distribution networks or the country's multiethnic culture. Meanwhile, the recent proliferation of counterfeit products is also threatening the brand value of Korean agricultural and food products.

"Halal certification is essential if you want to reach the Muslim majority, but it is a mistake to think that simply obtaining certification will automatically make everything sell," Yeo said. "Companies can run into trouble if they do not thoroughly understand the distinctive local distribution structure and business practices in this multiethnic market."

He added, "To prevent low-priced imitation products with poorly written Korean text from damaging the premium image of our agricultural and food products, the embassy provided institutional support, including holding seminars on counterfeit enforcement with local trade authorities and executives from major retail networks."

After spending four years as a diplomat traveling extensively throughout the country, Yeo concluded the interview by once again urging Korean companies to broaden their perspective on Malaysia.

"Malaysia is geographically located at the heart of ASEAN, has excellent connections with neighboring countries, is a place where English is widely spoken, and is also politically very stable," Yeo said. "I hope Korean companies will not view Malaysia merely as a small, single market, but actively use it as a firm stepping stone to expand into the global halal arena."

Supported by: Ministry of Agriculture, Food and Rural Affairs and Korea Rural Economic Institute

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