With the global popularity of the Hallyu (Korean Wave) thanks to K-pop and K-drama, Korean agricultural products are also becoming more popular. Thanks to this phenomenon, more overseas consumers are visiting Korean Food Pavilion in overseas online malls such as ‘T-Mall’, the largest online mall in China, ‘Qoo10’, Japan’s four major e-commerce platforms, and ‘Shopee’, which is called Southeast Asia’s Amazon. How about giving a giftset of popular Korean agricultural products to family and friends who may have been struggling with COVID-19 for this year’s holiday season?

#China (T-Mall), Dominance of Hot Chicken Flavor Ramen
China is Korea’s largest importer of ramyeon. China’s import trend of ramyeon in 2019 shows that Korea has the largest amount of USD 121.478 million. These statistics are also shown in the sales rankings of Tmall’s Korean Food Pavilion. 9 ramyeon noodles are ranked between the 1st and 15th places in the sales ranking of Tmall Korea Food Pavilion. What stands out is that Samyangfoods’ Hot Chicken Flavor Ramen is taking the lead. Of the 9 rankings by ramyeon, Hot Chicken Flavor Ramen occupies rankings with only the different number of packages.
Why are consumers so enthusiastic about Hot Chicken Flavor Ramen? It is because of its unique spicy taste-it not only has a spicy taste but also sweet taste and you can feel refreshed by sweating, so it is well received by consumers who like spicy. Above all, social media has a huge influence on its popularity. With its increasing PPL exposure in Korean dramas, etc., ‘Hot Chicken Flavor Ramen Challenge’ led by influencer Wang Hong became viral on social media. Paldo Ilpoomjjajangmen, Nongshim Ansungtangmyun, and Shin Ramyun are also on the list.
Among drinks, Lotte Milkis is becoming popular. Lotte Chilsung Beverage announced that it has been carrying out marketing with the concept of ‘Healthy Carbonated Beverages with Milk’, and as a result, it exported about 16.2 million cans (250ml equivalent) in the first half of 2021. This is an increase of more than 60% from the same period last year, and it is expected to record the highest performance since Milkis entered the market in the 1990s.
Yujacha (citrus tea) is also drawing interest. Reflecting the trend of consumers who care about health, USD 1.6 million of Korean yuja tea was exported to China last year. Kooksoondang makgeolli is also steadily gaining popularity. Recently, Central Television (CCTV) visited the Kooksoondang factory in Hoengseong, Gangwon-do and introduced its manufacturing process, adding that “Korean makgeolli is soft, sweet, and refreshing.” 

#Japan (Qoo10), from Micho to Kombucha, ‘Health’ is the Keyword
CJ CheilJedang’s ‘Petitzel Micho’ is the product that received the most selection at the Korean Food Hall of Qoo10. As a 100% fermented fruit vinegar that can be consumed with water or milk, Micho stands out in the drinking vinegar market centered on black vinegar, in line with the Japanese food culture of mixing vinegar with water for health. There are 7 types of ‘Petitzel Micho’, which include pomegranate, calamansi, green grape, peach, strawberry jasmine, pineapple, and green apple, and it is analyzed that offering recipes using Micho played a major role in its promotion. There are various recipes: ade, yogurt, and cocktails, which can be found on the website (www.cjjapan.net/micho). In 2020, Micho sales in Japan recorded 130 billion won, a 51.2% increase from the previous year, and the sales also increased more than 40% in the first half of this year from the same period of last year. 
Among the top 10 selling Korean Food Pavilion, there are six Bibigo’s products, including Wangmandu (jumbo sized dumpling), Gamjatang (pork backbone stew), Samgyetang, (ginseng chicken soup), and Yukgaejang (spicy beef soup). This reflects consumers’ desire to taste K-food easily. Wangmandu is highly preferred among them. Like a purchase review that ‘It was satisfying because the mandu size was bigger than that of Japanese dumplings,’ you can feel the rich texture as Bibigo mandu is bigger (35g) than regular mandu (25g). Moreover, that Park Seo-joon, the main character of ‘Itaewon Class’ which was a very popular Korean drama in Japan, is Bibigo’s commercial model also contributed to Bibigo Wangmandu’s huge sales. 
Teazen’s Kombucha also stands out. Kombucha is a health drink made by extracting and fermenting green or black tea, and Teazen’s Kombucha is a certified organic product that contains all 12 kinds of lactobacillus, which are beneficial intestinal bacteria, and probiotics, which are food for lactobacillus. This sales achievement reflects Japanese people’s tendency to value health.

#Southeast Asia (Shopee), Let’s Eat Tteokbokki Together!
The most popular Korean agricultural products among Southeast Asian consumers are Tteokbokki. When CU, a convenience store operated by BGF Retail, opened its first store in Kuala Lumpur, Malaysia this year, it was visited by 11,000 people in 10 days, and Tteokbokki was the top-selling product. When BTS member Jimin was broadcasted on TV eating Tteokbokki at a Korean food stall, more consumers rushed to look for ‘red food’. Dongwon F&B’s God of Tteokbokki and Young Poong's Yopokki are the Tteokbokki products sold at Shopee’s Korean Food Hall in pouch form and cup form. Gochujang (red chili paste), the ingredient of Tteokbokki, is also of interest. Sajodaerim exports Sajo Halal Gochujang and Sajo Spicy Halal Gochujang to Malaysia and Singapore. Sales of Sajo halal red pepper paste increased by more than 300% compared to the previous year as of last year.
As in the example of Sajo, Halal certification is serving as an opportunity to increase the preference for Korean agricultural products in Southeast Asia. Among the countries that opened Korean Food Pavilion in Shopee, Muslim take up 60% of Malaysia’s population, Singapore 15%, and Philippines 5%. After receiving KMF Halal certification from Korea and MUI Halal certification from Indonesia, Yoppoki is being sold together with the original products of Young Poong. 
Hot Chicken Flavor Ramen is also a popular item. It is analyzed as having captured the palate of Southeast Asian consumers who like the spicy taste. Again, the sales volume of Hot Chicken Flavor Ramen, which obtained Halal certification from KMF and MUI, is high.
Mixed coffee also cannot be neglected. Southeast Asia has many sweet coffees such as condensed milk coffee. Consumptions of simple yet sweet mixed coffee have increased among consumers, who have been restricted from outside activities due to the impact of COVID-19. Dongsuh Foods’ Maxim Korea coffee dominates the mixed coffee market share.