‘Tteokbokki, Tteokguk (sliced rice cake soup), Nurungji (scorched rice), Makgeolli, Sikhye (sweet rice punch)… ’ These are Korean processed rice foods loved by overseas consumers. With the recent Hallyu (Korean Wave) boom, processed rice foods are drawing more attention as a gluten-free food. Moreover, with growing interest in health due to COVID-19 these days, the export route for processed rice foods in Korea is expected to have a better prospect.

#Exports to Set the Highest Record in 2021
In 2020, Korea’s processed rice food exports reached USD 138.04 million. This was an increase of 26.9% from USD 108.43 million in the previous year. By item, rice cakes such as Tteokbokki and traditional rice cakes rose 56.7% to USD 53.8 million, and processed rice, including frozen fried rice and instant rice, increased 32.2% to USD 45.9 million. Factors of export increase are analyzed as the growing consumption of rice cakes mainly in the Asian market, along with the spread of Hallyu culture and increased demand for HMR (Home Meal Replacement) in the U.S. market for processed rice due to COVID-19. Exports for rice crackers increased by 8%. Exports in 2021 are expected to exceed those in 2020. Exports of agricultural and fishery products surpassed USD 10 billion for the first time in history, and the cumulative export of processed rice foods until October increased by 18.5% compared to the same period last year. Rice cakes are expected to exceed last year’s record at USD 51.8 million by October, while the exports of rice noodles and rice crackers surpassed those of the same period, last year by reaching USD 27.05 million and USD 4.9 million, respectively.

#Gluten-free, the Best Korean Product
Processed rice foods have gained such huge popularity abroad because of the perception that it is a health food, which has met the overseas consumption trend of gluten-free processed rice foods. Rice is a representative food that does not contain gluten, and Korean processed rice foods are drawing more interest of consumers who are sensitive to gluten.
The variety of products also plays a role. Along with existing rice cakes, items have expanded from rice crackers represented by traditional Korean snacks to traditional rice drinks such as Sikhye and Makgeolli. Nurungji, which can be easily eaten like cup noodles, has recently been emerging as a popular item, which means that it captured young consumers who want to taste various processed rice foods. Hallyu is also a key factor. As Korean food, including Tteokbokki, appears frequently in K-dramas, cup Tteokbokki and Tteokbokki rice cake consumption is rapidly increasing in Southeast Asia.

#Compete with Differentiation
Besides rice cakes and processed rice, Makgeolli is also driving the export of processed rice foods. Since its full-scale export in 2009, Makgeolli has been steadily receiving huge love from overseas consumers. The export amount of USD 6.277 million in 2009 increased to USD 12.47 million in 2020 and USD 12.69 million by October 2021, maintaining the level of USD 12 million for several years. Market has recently been expanding with the release of various types of Makgeolli such as premium grade Makgeolli and fruit Makgeolli. 
It is especially noteworthy that China is increasing its consumption of processed Korean rice foods. Korean rice processed food companies are targeting consumers’ taste bud through differentiated products such as tiramisu cream rice cake. Also, the Korea Rice Foodstuffs Association is planning to actively promote processed rice foods by carrying out live commerce with influencer. 
With these positive conditions added, the export target of USD 170 million by 2023 for processed rice food set by the Korean government, is carefully predicted to be achievable.