Thailand is the second-largest economy in ASEAN and the most important market in Indochina. With most Thai consumers owning mobile phones, the online market is well developed. Out of a population of 69 million, 18.7 million are millennials (Generation Y), who are the main customers for e-commerce. E-commerce companies focusing on food include Lazada, Shopee and JD Central.

The Lazada shopping mall in Thailand has been called the "Amazon of Southeast Asia" and is the largest open marketplace in the region. Within the Lazada online ecosystem, there is a site called "LazMall" that sells various food and beverages. If you go to the site and search for Korean food, you will find a variety of Korean ramyeon noodles, sauces, and condiments. Since Thai food is often sweet, sour, spicy and salty, there is a lot of interest in Korean sauces and condiments. In addition, due to the Korean Wave and the resulting increased interest in Korea, there is also a growing demand for gochujang, tteokbokki (stir-fried rice cake), and galbi yangnyeom (marinated grilled beef rib) sauce for home cooks.

Korean tteokbokki is popular among Thai consumers who are used to spicy flavors. Yopokki, a tteokbokki cup sold at Lazada's LazMall, is popular with many consumers because it is easy to make and can be stored at room temperature. Consumers who have tried Yopokki said, "The sauce is delicious with a good combination of sweet and spicy flavors," and "The rice cakes are chewy and delicious, and they are easy to make. Lazada sells tteokbokki in easy-to-make cups and meal kits, and offers regular tteokbokki, cheese flavor, jajang (black bean sauce) flavor, and golden onion butter flavor.

In the first half of 2020, Thailand experienced a surge in demand for convenience foods as people were restricted from going out due to the COVID-19 pandemic, which banned eating in restaurants. The Thai ready-to-eat food market has been growing at an average annual rate of 3-4%. As the demand for convenience food continues to grow, the expansion of Korean convenience food is expected to increase even more.