ASEAN Flavours Make Their Mark In Korean Market
From Linda Khoo
SEOUL, NOV 23 (Bernama) – Southeast Asia’s vibrant flavours and signature food and beverage (F&B) products made their way to Korean tables at the ASEAN Trade Fair 2025 in Ilsan, Goyang, where micro, small and medium enterprises (MSMEs) from across the region showcased authentic ASEAN tastes to visitors.
From traditional snacks, sauces and drinks to spices and ready to cook products, 70 F&B companies from ASEAN member states participated in the fair as they looked to expand their footprint in Korean homes, cafes and supermarkets.
Held at the Korea International Exhibition Centre (KINTEX), about 25 kilometres from Seoul, from Nov 13 to 16, the annual trade fair is a flagship programme of the ASEAN Korea Centre (AKC), which has organised the event since 2014.
It has grown into an important platform that strengthens economic ties and fostering mutual understanding between ASEAN and Korea, offering companies a valuable avenue for market exposure, consumer engagement and brand visibility.
This year, all ASEAN member states, except Timor Leste took part, as the bloc’s newest member has not yet acceded to the AKC. The accession process is currently underway.
Malaysian Ambassador to South Korea Mohd Zamruni Khalid said the trade fair provides an important platform in Korea where Malaysian food, culture and branded products are showcased alongside other ASEAN offerings.
“Through this platform, Malaysian exhibitors can present not only processed foods and consumer goods, but also cultural storytelling, branding and sampling experiences that help Korean buyers and consumers engage with Malaysia as a premier sourcing destination.
“Joint marketing of cuisine, lifestyle and heritage helps elevate Malaysian products beyond commodities into distinctive brands,” he told Malaysian media.
He added that the fair facilitates structured business-to-business meetings, enabling Malaysian MSMEs to connect directly with Korean importers, distributors and retail partners - turning cultural exposure into commercial opportunities.
Zamruni said the trade fair is also opening doors for Malaysian halal brands by giving them direct access to Korean importers, retailers and food service operators seeking premium, convenient and halal certified products.
Product sampling, business matching and one-on-one meetings have helped Malaysian exhibitors build brand visibility, build trust and establish long term commercial relationships in one of Asia’s most dynamic F&B markets, he added.
“Beyond networking, the trade fair enables pilot collaborations such as private-label development, co-manufacturing partnerships and distribution agreements.
“Equally important is the cultural exchange element — sharing Malaysia’s diverse food heritage, authentic flavours and halal standards helps reposition Malaysian products from commodities to premium lifestyle offerings that appeal to Korean consumers’ evolving tastes,” he said.
Meanwhile, ASEAN-Korea Centre (AKC) Secretary General Kim Jae-shin said the ASEAN Trade Fair acts as a vital bridge linking ASEAN F&B companies with Korean consumers and buyers.
He said the event provides a valuable platform for understanding market trends, gathering consumer insights and laying the foundation for long-term business partnerships.
“Despite global economic uncertainties, the trade fair remains a timely and encouraging platform for ASEAN member states to pursue new business opportunities in the Korean market.
“I sincerely hope that this event will serve as a stepping stone for new collaborations between ASEAN and Korea, and inspire Korean consumers to discover the rich diversity and flavours of ASEAN cuisine,” he said.
Kim highlighted that the F&B sector continues to be one of the most dynamic areas for future growth.
“The ASEAN region’s F&B market is valued at over US$670 billion in 2024 and is projected to reach around US$ 900 billion by 2028, representing an impressive annual growth rate of about 7 per cent,” he said.
The trade fair forms part of ASEAN Week 2025, a series of programmes organised by AKC to broaden practical cooperation in culture, economy and media. The initiative also aims to strengthen people to people connections between ASEAN and Korea.
-- BERNAMA
