Noodles are one of the most popular ingredients in Korean, Japanese and Chinese cuisine. Throughout Asia, noodle dishes are basic staples, each reflecting the unique culinary characteristics of its country. While wheat noodles are now the mainstay of noodles in Korea, until the early 20th century, Korean people enjoyed buckwheat noodles. Traditionally made by pressing, buckwheat noodles lacked the gluten found in wheat flour. Although it had been a popular noodle option for centuries, the low stickiness of buckwheat and the limited production volume limited its versatility in noodle varieties. The flour noodle culture began to flourish in Korea with the introduction of wheat to the Korean Peninsula four centuries ago, coinciding with the development of the flour milling industry in the 20th century. Today, noodles encompass a wide variety of products produced by different methods. According to the Ministry of Food and Drug Safety's Food Code, noodles are made from grain flour or starch, formed, heat-treated, dried, and classified into categories such as fresh, deep-fried, dried, and fried noodles. According to FIS statistics, domestic noodle production volume reached KRW 3.9911 trillion in 2022, with an average annual growth rate of 8.5% since 2018. Noodles have long been valued as a popular food. Their continued popularity can be attributed to continuous adaptation and development to meet consumers' changing needs. Today's noodle market is characterized by various trends, including healthy options, premium varieties, unique flavors, vegan alternatives, and sustainable choices. The growing demand for noodles as a healthy and convenient meal has led to the introduction of healthy noodle alternatives that are low in calories and carbohydrates and high in protein. Pulmuone introduced "Bean Curd Noodles" made from bean curd, while Chungjungwon launched "Soy Bean Noodles" (pho, noodles in cold soybean soup) to meet low-carb preferences. Nongshim introduced "Shin Ramyun," a non-fried dried noodle, promoting it as a healthier ramen option. Among the developments in the noodles market are several interesting collaborations and unique experiences. Following the popularity of the Muktaekang snack trend, Nongshim introduced "Muktaekang Cheongyang Mayo Ramen" to meet the needs of consumers seeking exotic flavors. Paldo launched "Strawberry Paldo Bibim Ramen" for a limited time in 2024, and Samyang, known for its "Buldak Ramen," launched "Hot Chicken Habanero Lime Buldak" for the U.S. market. The noodle market is expected to see further expansion of innovative products due to evolving environmental changes and the development of new materials. Innovative noodles using food tech technology to maintain health and texture, such as those made from bananas or kernza instead of traditional grains, are expected to gain traction.

We're pleased to introduce a new section titled "Your K-Food Partner, aT" where we will feature various export support programs run by aT, starting with the March 2024 issue. This new section will provide you with updates on our export support programs, K-Food trade shows, exhibitions and much more. We look forward to your interest and participation. The Ministry of Agriculture, Food and Rural Affairs, and the Korea Agro-Fisheries & Food Trade Corporation participated in Gulfood 2024, held in Dubai, United Arab Emirates, from February 19 to 23. We are proud to announce that we achieved a significant export performance of USD 65.5 million during the event. In cooperation with local governments such as Jinju, Hadong, and Hongseong, aT established the "Integrated Korea Pavilion," which showcased products from 26 prominent K-Food exporters. The exhibits included a wide range of products, including healthy foods such as red ginseng and ginseng, and popular items such as frozen kimbap and cup tteokbokki. Started in 1987, the annual Gulfood International Food Exhibition is the largest food exhibition in the Middle East and Africa region. It is recognized as the premier event for food companies seeking to expand their presence in the Middle East, Africa, and South Asia. This internationally acclaimed exhibition serves as a platform that unites businesses in the food industry, food service, tourism, restaurants, cafes and related sectors. With participation from over 130 countries and 5,000 companies, Gulfood is a prominent international exhibition of unparalleled importance. During the exhibition, participants sampled various Korean dishes through K-food cooking shows and on-site tasting events. In addition, a "pre-online consultation" was held a week before the exhibition to facilitate discussions between exporters and buyers. These initiatives culminated in successful on-site consultations, resulting in export consultation results totaling USD65.5 million. A representative from a distributor in the UAE who attended the consultations said, "I was intrigued by K-food that is often featured in movies and dramas, which prompted me to visit the Korean Pavilion. In markets such as the UAE and the Middle East at large, local consumers' interest is growing not only in popular K-food items such as tteokbokki, ramen, and kimbap but also in easy-to-take health supplements."