Korean fruit hwachae is one of the oldest traditional foods in history. It was first documented in 1829, when ice was scarce and people enjoyed it to keep vegetables and fruits cool by the river or other cool places. Fruit hwachae is a popular summer dish made with seasonal fruits such as watermelon, Chamoe (oriental melon), peach, and strawberry. The fruits are finely chopped, soaked in sugar or honey, and then served chilled with water, milk, or soda. With its refreshing taste and fresh texture, fruit hwachae helps cool the summer heat and provides essential nutrients, making it the perfect summer snack to replenish lost nutrients during the hot season.

The Korea Agro-Fisheries & Food Trade Corporation (aT) is conducting a tailored K-Food promotion campaign targeting the Millennials and Generation Z in Vietnam on new media platforms. As of 2021, one-third of the Vietnamese population engages in esports (gaming), and media, especially gaming platforms, which means that the media have a significant impact on Vietnamese people. The key demographic for this campaign is the 18-35 age group, which falls under the Millennials and Generation Z and is highly familiar with media platforms. This project focuses on promoting K-Food through mobile games and game streamers. The primary objective is to promote Korean food through popular mobile games and game streamers in Vietnam. The target audience consists of Vietnamese Millennials and Generation Z who are passionate about gaming and leading consumer trends. The promoted products include a wide range of Korean food items such as ramyeon, beverages, snacks and health functional foods. The promotional techniques include creating advertising videos, using metaverse games, and organizing special sales events such as the K-Food Big Sale through online Korean food stores. In addition to publishing content on various platforms, the project also leverages game-related influencers, including popular game streamers, to promote, endorse, and feature Korean agricultural products through product placement (PPL). This new media-based K-Food promotion aims to increase brand awareness among the Millennials and Generation Z through targeted marketing. By linking these promotions with the online Korean food store and special sales events, the project seeks to drive direct purchases and maximize the impact of online marketing efforts.

Demand for low-calorie products, including konjac jelly, has recently increased in Vietnam as consumers become more concerned about weight loss and health. Products that feature exotic flavors such as durian, dragon fruit, and jackfruit, as well as low-sugar, low-calorie, and high-fiber content, are in vogue. In particular, Korean konjac jelly has been widely distributed throughout Vietnam due to its superior taste and higher brand recognition than local products. Konjac jelly is a snack made with konjac powder and fruit flavors to create a jelly-like texture. Konjac, a dietary fiber derived from the root of a plant, has recently gained popularity as a diet food, attracting many consumers. It is virtually calorie-free, comes in a variety of flavors and has a chewy texture, making it a popular choice as a diet-friendly alternative. On Shopee, Vietnam’s leading online shopping platform, you can find a variety of Korean konjac jelly products. Intake’s Sugalolo Konjac Jelly, Better Health’s One Meal Konjac Jelly, Health & Beauty’s Konjac Jelly, and Everydaze’s Vegan Konjac Jelly are among the many Korean brands available. Konjac jelly products sold online range from familiar flavors such as apple, peach, strawberry, and grape to more exotic flavors such as blood orange, plum, lychee, watermelon, and yogurt, appealing to Vietnamese consumers who like to try new flavors. Consumers who have purchased konjac jelly on Shopee in Vietnam have left positive reviews: “The sweet and different flavors make it fun to choose and eat,” “It’s great as a meal replacement when on a diet, and with its low-calorie content, it’s easy to enjoy without feeling guilty,” and “The low-calorie content and convenient pouch form make it perfect for eating on the go.”

The Korean pet food market is rapidly expanding driven by the aging population, low birth rates, and improved economic conditions. As the practice of treating pets as family members becomes more widespread, the market is experiencing rapid growth. According to aT Food Industry Statistics, the pet food market’s share within the pet care sector increased from 51.3% in 2010 to 60.3% in 2022, indicating significant growth. Along with this expansion, new trends have emerged in the pet food market, including premiumization, enhanced functionality, and a trend toward natural food. The premiumization of pet food reflects a growing focus on the health and safety of pets. There has been a notable rise in the number of products made from human-grade ingredients or those certified by food safety standards like HACCP. Examples of premium pet food products include Nuter’s Garden’s “Dog Eye Health Supplement,” Mepet’s film-type supplement “NELM Premium Eye Health Supplement,” Kwangdong Pharmaceutical’s premium supplement “Gyeonokgo,” G&Health Life’s “Dhuman Double Action Probiotics,” and Petsverymuch’s “Single-Protein Allergy Care Pet Food.” As the trend of sustainability gains traction, consumers are increasingly inclined to purchase pet food products that promote their pets’ health and environmental well-being. In the natural pet food sector, products that preserve the freshness and texture of ingredients are leading the trend. Examples include Pet Health Tech’s “Poong Natural Food,” Pet Food Goong’s “Freeze-Dried Natural Food,” and Harim Pet Food’s “The Real.” In light of these trends, the Korean pet food market is poised for continued growth, with a broader range of products and services on the horizon as the pet-owning population continues to increase.

In early 2023, Devotion Foods, a company specializing in the research, development, and production of plant-based meat products and related materials, achieved a significant milestone with the independent development of a plant-based muscle fiber material. Building on this success, the company now produces and sells 2.5-generation plant-based meat products and materials that are over 90% similar to real meat. In addition, Devotion Foods has developed and launched a range of plant-based products, including shrimp, pork, and eggs. The company also launched plant-based shrimp dumplings and gyoza last year. Devotion Foods’ products are cholesterol-free and composed entirely of plant-based ingredients, offering a meat-like texture and quality. Founded six years ago, the company developed plant-based fat, protein, and browning solution materials in 2018. In 2019, they completed SGS food composition and safety tests for their plant-based meat product, Devotion Meat. That year, they also developed technology to maintain and produce the solidification point of plant-based fats. By 2020, they had established a mass-production process for plant-based meat. In 2021, the Eumseong factory was awarded ISO 22000, FSSC 22000, and HACCP certifications for its food safety management systems. In 2022, the company obtained JAKIM Halal certification, registered with the U.S. FDA, and received the European V-Label certification for its Tteokgalbi (grilled short rib patties), minced meat, and other products. In addition, the company was recognized as one of the U.K.’s FOOD TECH 500 companies for two consecutive years, in 2022 and 2023. Devotion Foods’ core product range includes Devotion Meat, five varieties of Devotion Meat Seasoning Patties, Devotion Plant-Based Zero Cholesterol Original King Gyoza, Devotion Plant-Based Zero Cholesterol Shrimp-Flavored King Gyoza, and Plant-Based Meatballs. Devotion Meat is a soy-based plant-based meat made entirely from plant-derived ingredients. Its plant-based fat composition provides a tender texture, closely mimicking real meat. Unlike other domestic plant-based meats, it is gluten-free and has the lowest calorie and sodium content among local plant-based patties. Additionally, it delivers meat-like juiciness, browning effects, and a rich flavor through the use of natural yeast, which are not commonly found in traditional plant-based meats. The Devotion Meat Seasoning Patties are crafted from Devotion Meat and feature seasonings that cater to a range of flavor profiles: Spicy Pork Stir-Fry, Bulgogi, Plantar Taco, Herb Salt, and Pork Stir-Fry. The Devotion Plant-Based Zero Cholesterol Original King Gyoza is a 100% plant-based dumpling that substitutes pork with Devotion’s plant-based meat and incorporates eight fresh vegetables, including shiitake mushrooms and onions, following Devotion’s proprietary recipe. The product competes with traditional meat dumplings in both taste and texture. The company also offers a plant-based shrimp-flavored gyoza, made from soy protein, seaweed, and paprika, which mimics the color and springy texture of real shrimp. Devotion Foods also plans to introduce Devotion Plant-Based Meatballs as a convenient, ready-to-cook option. Devotion Foods primarily operates in the B2B sector, supplying major companies such as Samsung Welstory and F&B businesses, including hotels such as the InterContinental. For B2C sales, they have partnered with offline retailers, including Lotte Department Store branches in Incheon, Bundang and Busan Gwangbok, as well as vegan specialty stores. Their products are also available on online platforms such as Naver Shopping, Coupang, 11th Street, Lotte Mall, and G.S. Home Shopping broadcasts. The company plans to export its products in the second half of 2024. After obtaining Halal certification in 2023, they conducted a trial sale at a supermarket chain in Dubai, which led to three subsequent sales. They aim to expand their product line in late 2024. In October 2023, they launched their products in New York and received positive feedback from U.S. consumers. Devotion Foods is in the final stages of a contract with a company in Los Angeles and is actively discussing export opportunities with companies in the Netherlands, Singapore, the U.K., and Taiwan.

Sunnyday exports kimchi seasoning in convenient, small blocks. The product is designed to assist international customers with no prior familiarity with kimchi culture in making their own kimchi. The Kimchi Sunseng Cube is made entirely from Korean agricultural products. The production process involves creating a liquid seasoning, aging it at low temperatures, freezing it at -30°C, and then removing moisture through freeze-drying. The seasoning includes 15 ingredients: red pepper powder, radish, ginger, garlic, green onion, onion, sea salt, anchovy sauce, kelp extract, and glutinous rice paste. Each cube weighs 42 grams (90 kcal). Making kimchi can be challenging, even for those who are already familiar with it. Once the salting stage is complete, the next step is to prepare the seasoning for flavor and fermentation using a variety of techniques and ingredients, including red pepper powder and anchovy sauce. The key to successful kimchi-making lies in the careful combination of these ingredients. Sunnyday has developed a convenient product that streamlines this complex process: the Kimchi Sunseng Cube. This innovation makes it simple for anyone, anywhere, to create kimchi with minimal effort. To use the Kimchi Sunseng Cube, simply dissolve one cube in a paper cup of water. In just five minutes, you will have a kimchi seasoning paste ready for use. Mix the paste with the main ingredients, such as cabbage or radish, and allow it to mature at a low temperature. During the fermentation process, the flavor develops and the beneficial kimchi bacteria become highly active. After making kimchi with the Kimchi Sunseng Cube, there will be 100 to 200 million kimchi per gram of kimchi two days later. The growth of these bacteria peaks between two to three weeks after preparation. The Kimchi Sunseng Cube is a highly versatile product that can be used to make a variety of dishes, including radish kimchi, bean sprout salad, and cucumber salad. The product is available in two versions: the traditional seasoning, which includes anchovy sauce and salted fish, and a vegan version that omits these ingredients. One cube is sufficient to season a standard-sized kimchi cabbage. The product is shelf-stable with a 36-month shelf life and meets all domestic certifications and international standards, including HACCP, HALAL, ISO 2000, VEGAN, and FDA. It was honored with the Food Week Excellence Award at the 2022 Seoul International Food Exhibition. Videos illustrating the use of the Kimchi Sunseng Cube are available for viewing on Sunnyday’s website and YouTube channel. The product’s effectiveness was demonstrated at its first overseas exhibition in Paris in 2023, where all 210 units were sold within the first two hours. Despite the price of KRW 14,000 per box, visitors who watched the video were quick to purchase without additional questions. Interestingly, the traditional version with anchovy sauce and fish was the clear preference among visitors at the exhibition, with a popularity ratio of 7:3 or 8:2 compared to the vegan version. Sunnyday began developing the concept of freeze-dried kimchi blocks in 2020. In December 2021, the company launched a kimchi block product using pre-made seasoning from a kimchi factory. To guarantee the distinctiveness of their offering, they unveiled the Kimchi Sunseng Cube with an innovative formula in June 2022. Within a month of its launch, the product was listed on the U.S. Amazon online store. In less than two years, export channels were established to over ten countries. The response from European markets has been exceptionally positive, with growing popularity in regions further from Korea, including the UK, Germany, France, Uzbekistan, the USA, Peru, Ecuador, Australia, Hong Kong, Vietnam, and Singapore. In addition, they intend to expand into Amazon markets in Germany and the United Kingdom in the near future. In 2023 alone, they exported approximately USD 60,000 worth of products to these countries, representing half of their total revenue for the previous year.

Gokyeong-myeon in Yeongcheon, renowned for receiving the most sunlight in Korea, is home to Oddakbok Peach Farm, where top-quality fruit is grown with minimal intervention. The farm is managed by a father-son team. Eom Un-hyeon, a veteran farmer with two decades of experience in peach cultivation, and his son, Eom Yeong-hwan, a novice who recently embarked on his farming career. In 2004, Eom Un-hyeon commenced peach farming on a rented plot of 2,000 pyeong (approximately 6.6 acres). He currently oversees 8,000 pyeong (approximately 26.4 acres) of both owned and rented land. His 28-year-old son, Eom Yeong-hwan, recently joined the business as a co-representative, making him the youngest farmer in the village. Despite his inexperience in the field, his years of assisting his father have equipped him with the knowledge to quickly establish himself in the business. Peaches are generally categorized into hard (clingstone) and soft (freestone) varieties. Oddakbok Peach Farm specializes in the hard variety of peach. Despite the common misconception that hard peaches lack sweetness, the farm produces fragrant and exceptionally sweet peaches. Oddakbok Peach Farm employs strict quality control measures, with every peach harvested going through three inspections: initially in the field, then on the sorting machine, and finally after the sorting process. Only peaches that pass all three stages are sold. This rigorous process limits the shipping capability of this farm to 150 to 200 boxes daily. Oddakbok Peach Farm cultivates a range of peach varieties, including Gyeongbong, Cheonildo, Cheonhajeildo, Yumyeong, and Sangdo, with a total of approximately 700 trees. The farm typically harvests approximately 20 tons of peaches each year. On average, around 40% of the flowers on each tree develop into fruit, yielding 150 to 200 peaches per tree. Each peach weighs between 300 and 350 grams, resulting in an annual harvest of approximately 44,000 peaches. To ensure top quality, the farm only ships peaches with a 12 Brix or higher sweetness level. Since hard peaches often have a crisp texture that can mask their flavor, maintaining a high level of sweetness is essential. Oddakbok Peach Farm initiated a direct-to-consumer sales program five years ago, led by Eom Yeong-hwan. They established an online direct purchase channel (https://cafe.naver.com/tlsxh), which has since attracted approximately 4,000 loyal customers. Due to the high volume of repeat customers, the farm’s peaches sell out almost immediately after harvest. In its first year of operation, the farm generated a revenue of only KRW 5 million from direct sales. However, this figure grew to KRW 80 million in 2020, KRW 150 million in 2021, and KRW 200 million in 2022 and 2023. Since 2021, Oddakbok Peach Farm has exclusively sold its peaches through direct transactions. In 2024, the farm anticipates achieving approximately KRW 250 million in direct sales. At Oddakbok Peach Farm, soil health is managed through a process of mixing cow manure with sawdust, allowing the mixture to age for a period of two years before it is spread in the fields. As the compost matures, the presence of grubs indicates that it is ready for use. The farm also supplements the soil with necessary micronutrients and microorganisms as needed. The farm employs the bagging method for peach cultivation to ensure good coloration and appearance. While they have not yet ventured into exporting, their focus on hard peaches, which are relatively easy to export, positions them well for future international sales. Given their success in the domestic market, they are confident in their competitiveness abroad.

A survey of adults aged 20 and older in Korea conducted in June 2022 found that 63.7% of respondents considered “weight management” to be the most important aspect of their health. Among those focused on weight management, 54.1% considered protein to be the most important nutrient. In addition, 59.8% of respondents said they get protein through their diet and food choices. Of those who use protein products, 54.5% believe that processed protein products are effective in meeting their protein needs. As consumers seek to improve their health through weight management and dietary changes, protein foods have become a popular choice for meeting both dietary and health needs. Data shows that approximately 68% of Korean consumers have purchased protein products to help manage physical strength, weight, and eating habits. Among those who purchased protein products for dietary and health reasons, 67.5% reported positive experiences with them. The Korean protein market has experienced significant growth, with market sizes estimated at KRW 81.3 billion in 2018, KRW 120.6 billion in 2019, KRW 257.9 billion in 2020, KRW 336.4 billion in 2021, and approximately KRW 400 billion in 2022. The market for protein products grew by 179% from 2019 to 2021. By the end of 2023, the market size for protein diet products in Korea is projected to reach approximately KRW 450 billion. As the market for protein products for weight and diet management continues to expand, a greater variety of products is becoming available, providing consumers with more choices. In recent years, protein supplements and specialty products such as Maeil Dairy’s SelecSlim, Ildong Food’s Hymun Protein Balance, and Orion’s Dr. You have seen significant sales growth, with cumulative sales ranging from KRW 200 billion to KRW 400 billion. For example, sales of protein bars in Seven-Eleven stores tripled from January to August 2023, with the share of bar products in total refrigerated protein sales rising from 40% in 2022 to 60% in 2023. In March and early April of the previous year, SSG.com reported a 20% increase in sales of weight management and diet-related health supplements compared to the previous month. There was a 50% increase in sales of protein supplements consumed during exercise, while protein bars and cereal bars used as meal replacements saw a surge of 110%. There was also a 20% increase in sales of chicken breast. According to Heodak, a chicken breast brand, sales of diet convenience products from March 1 to 15, 2023, rose by 75% compared to the previous month. Harim’s “Harim e-Chicken Protein Diet Lunch Box” recorded over 160,000 units sold by July 2023. A consumer trend survey released in 2022 indicated a notable increase in interest in weight management among Koreans in their 20s to 40s, rising from 33% in 2020 to 45% in 2021. There was also a notable increase in interest in dietary habits, rising from 24% in 2020 to 30% in 2021. This heightened interest, especially among younger generations, is fueling the rapid growth of products favored by Millennials and Generation Z, which enhance satiety and flavor by modifying traditional ingredients. For example, Ottogi’s “Cup Noodle Mala Soup” surpassed 1 million sales within three weeks of its launch, while Nongshim’s “Noodle Fit” exceeded 2.1 million sales within three months.

Bionulab Co., Ltd, a specialist in the distribution of health supplements. A subsidiary of Cosmax Bio, the company offers a range of health products produced by its parent company. Founded in May 2021, the company achieved approximately KRW 1.8 billion in sales in 2023. Its brand name, NU:TRIP, reflects its mission of “accompanying you on your journey to a healthier life”. Bionulab’s flagship diet products include the “NU:TRIP Protein Bar” and the “NU:TRIP Reseringe Hydrangea Diet & Blood Sugar”. The “NU:TRIP Numax Diet Protein Bar” was the first health-functional diet protein bar product approved in Korea, launched in May 2022. It provides both fat reduction and protein supplementation in one convenient bar. The “NU:TRIP Reseringe Hydrangea Diet & Blood Sugar,” launched in August 2024, is the first product in Korea to combine hydrangea leaf hot water extract and banaba leaf extract. It offers fourfold benefits for weight management, skin health, and blood sugar control. For consumers looking to supplement their post-workout protein intake while managing their weight, the NU:TRIP Diet Protein Bar is an ideal choice. Its convenient bar format makes it easy to carry and consume. It is particularly suitable for older individuals struggling with fat management, those seeking a safe diet option, those concerned with dry skin and blood sugar health, and anyone who wants to simultaneously address diet, skin and blood sugar care needs while benefiting from added vitamins and minerals. NU:TRIP Reseringe Hydrangea Diet & Blood Sugar, with its multifunctional benefits, is a good complement to these needs. The primary ingredients in Bionulab’s NU:TRIP Diet Protein Bar are Garcinia cambogia extract and protein. This combination features components that help reduce body fat and support muscle health, providing a balanced intake of both plant and animal protein. The product is sugar-free, contains nine essential amino acids, and has an amino acid score of 85 or higher. Each serving provides 750 mg of Garcinia cambogia and 12 g of protein, all in a sugar-free 115 kcal bar with a savory rice cake flavor sweetened with fructooligosaccharides instead of sugar. Each package contains 12 bars for a total of 360g. The primary ingredient in Bionulab’s “NU:TRIP Reseringe Hydrangea Diet & Blood Sugar” is hydrangea leaf hot water extract. This extract, derived from native Korean hydrangea, is a health-functional ingredient individually approved by the Ministry of Food and Drug Safety for its benefits in reducing body fat, promoting skin health, and managing blood sugar levels. It also contains banaba leaf extract, which helps suppress post-meal blood sugar spikes, as well as a blend of multivitamins and minerals. The product supports skin hydration, protects against UV-induced skin damage, and aids in fat reduction. Each package contains 30 tablets, totaling 15 g, and includes vitamins A, B1, B2, B6, B12, selenium, and chromium.

In response to the growing popularity of enjoyable dieting for long-term, sustainable health management, a new generation of diet foods has emerged, combining palatability with ease of consumption. These include low-sugar diet foods that reduce sugar absorption by using sugar substitutes, low-calorie foods that use konjac and plant-based proteins like bean curd in place of carbohydrates, protein diet foods available in convenient forms like powders, gels, chews, and bars, and diet-friendly convenience meals that enhance the bland taste of chicken breast and make it suitable for dishes like fried rice and steak. One of the most notable innovations is the transformation of familiar foods into diet-friendly versions. These diet products reduce the calorie content of traditional favorites such as tteokbokki, ramyeon, and snacks while maintaining their appeal and flavors. They substitute low-calorie substitutes like konjac and seaweed for high-calorie components like rice and flour to preserve satiety. Examples include the “Rose Tteokbokki” from Imdak and the “Seaweed Noodles” from Didim E&F. Diet foods such as Ottogi’s “Cup Noodle Mala Soup” and Nongshim’s “Noodle Fit” are also gaining popularity. These products substitute sweet potato noodles for flour in traditional noodle products. Another example of diet-friendly iteration of traditional products is low-calorie ramyeon cup noodles made from potato starch and rice chips produced by hot-air drying instead of frying. In the dietary supplement segment, notable products include Harim’s P-Plus Protein Shake, Korean Natural Farm’s Great 4 U, Daesang Welllife’s MyMeal NU Protein From The Mill, and Youngseng Bogam’s Diet Bar. These protein products feature added ingredients that help with weight management and provide low-calorie options. Examples include HelloEats’ Shake Baby, Maeil Dairy’s Sellex Slim 25, and Nuskin’s Protein Bar PX. Functional health supplements combine protein for muscle health with ingredients that help reduce body fat. Products such as Cosmax Bio’s ‘NU:TRIP Diet Protein Bar’, Cosmax NBT’s ‘Dr. Lean Slim Protein Shake’ and Yuhan Health’s ‘Core Reset Burning & Protein’ fall into this category. Plant-based proteins like soy and bean curd are also popular for their high protein content and low cholesterol, making them suitable for dietary control. Examples include Pulmuone’s Bean Curd Tender and Benefeats’ Protein Noodles. Fiber-rich foods help regulate digestion and absorption, suppress postprandial blood sugar spikes, aid in bowel movements, and improve blood lipid levels. Examples include Maeil Dairy’s Almond Breeze Dietary Fiber and Lotte Confectionery’s Quaker Classic Oats. Resistant starch and fiber products are also available. Unlike regular carbohydrates, resistant starch is not digested and reaches the colon where it is broken down by microbes. This results in fewer calories and similar benefits to fiber. Examples include FromBio’s Healthy Fit Diet Protein Shake and Health Factory’s Premium Snack Protein Pack.Factory’s Premium Snack Protein Pack.