With the highest purchasing power in Southeast Asia, Singapore is home to consumers from many
different cultures. With a wide range of languages including English, Malay, Chinese and Indian Tamil,
Singapore has geographical, ethnic and linguistic uniqueness and diversity. With one of the highest
GDP per capita in the world (USD 65,233) and high purchasing power, Singapore is an attractive market
for businesses. The popularity of successful Korean dramas and movies has naturally led to an increased
interest in K-food, and the craze for chimaek (chicken and beer) and samgyeopsal (grilled pork belly), which
are often featured in K-dramas. K-food has expanded beyond special occasion meals to include groceries,
agricultural products and desserts, and has become a major food culture.

Shopee, Southeast Asia's largest online platform with the highest mobile e-commerce usage in
Singapore, has become a popular destination for Korean products. Korean food products on
Shopee Singapore include kimchi, ramyeon, mandu (dumplings), red ginseng, snacks, health
supplements and more. Korean instant noodles are particularly popular, with Nongshim Ramyun
and Kimchijjigae (kimchi stew) Ramyun among the most popular. In Southeast Asia, minisized
noodles of 65 to 85 grams are usually preferred, but Korean Ramyeon sold online
can be found in sizes as small as 72 grams and as large as 117 grams. The most popular
ramyeon product, Nongshim's Korean Kimchijjigae Cheese Flavored Ramyun, adds cheese to neutralize
the spiciness of kimchi and has gained popularity with overseas consumers who are not used to the
spiciness. Nongshim's Yukgaejang (spicy beef soup) bowl noodles are also a bestseller in Korea and
have received a lot of positive feedback from online shopping malls. In Singapore, the preference for

easy to-cook and convenient meals has led to a growing trend in the consumption of cup noodles, and their
share on online shopping is also increasing.