JJANG! Tastier today, better tomorrow

As Korea aspires to become one of the world’s most celebrated culinary powerhouses, the popularity of K-Food continues to surge. For eight consecutive years, Korean food-related exports have reached record highs, totaling $12.14 billion in 2023—a 2.6% increase from 2022. What do you attribute to the sustained growth in Korean food exports and the rising global appeal of Korean cuisine in recent years?

As both a Korean and a professional in the food industry, I am incredibly delighted and grateful for the global enthusiasm surrounding Korean food and culture. Significant efforts have been made to promote Korea on the world stage. One of the earliest steps was taken by major corporations like Samsung and LG, which helped establish Korea’s reputation for high-quality products globally.

In 2009, a government-led initiative to globalize Korean cuisine further accelerated the spread of K-Food. Shortly thereafter, K-Pop gained international traction, and the viral success of "Gangnam Style" by Psy introduced Korea to a wider European audience. Another major turning point came during the pandemic when Korean movies and dramas gained immense popularity on streaming platforms like Netflix, alongside the global rise of BTS. This growing interest in Korean culture naturally extended to Korean cuisine.

Social media platforms such as YouTube, TikTok, and Instagram have also played a crucial role in popularizing K-Food. Viral content showcasing Korean dishes has encouraged more people to try them, and many have found them to be highly satisfying. This has contributed to a steady and organic increase in global demand for Korean food.

For example, the search trends for gochujang (Korean red pepper paste) skyrocketed during the pandemic, leading to a surge in sales. The increase in Google search interest reflected the rising popularity of K-Food, particularly in English-speaking countries. I believe this is largely because these regions have greater exposure to Korean culture and are more open to incorporating Korean ingredients into their diets.

Today, we see that most Korean food exports are concentrated in Asia, with the United States being an exception. How can the South Korean food industry diversify its export destinations? Additionally, how do you explain the particular popularity of gochujang in English-speaking countries?

While it’s true that many Korean food exports go to Asian countries, our company’s largest overseas markets are actually the United States and Canada, followed by Asia and Europe. The presence of a large Korean community in North America naturally contributes to higher sales, but it’s fascinating to see the growing interest in Korean ingredients in countries like the UK, where traditional diets are quite different from Korea’s.

This interest has grown steadily, particularly after the COVID-19 pandemic, which makes it an insightful and meaningful trend. I don't believe people in these regions are necessarily purchasing gochujang to prepare traditional Korean dishes like bibimbap. Instead, they are integrating it into their own recipes, using Korean sauces to create new and unique flavors.

Mongolia is another market where Korean food sells well. However, instead of being available in large retail stores, Korean sauces, including gochujang, are commonly sold in street markets. This trend is likely driven by the large number of Mongolians who work in Korea, adopt Korean dietary habits, and then bring those flavors back home. This illustrates how familiarity over time plays a key role in the popularity of Korean food abroad. I completely agree that the expansion of Korean food exports is a matter of communication and time.

Flavors of Korea in authentic sauces

You mentioned that North America, particularly the U.S., is one of your main markets. Do you focus on products that fit a Korean diet, or do you develop products tailored to American tastes?

Before answering your question, I’d like to clarify an important distinction. Categories like ramen and snacks, which are often considered part of K-Food, are not inherently Korean. They are general food categories produced in Korea, but what differentiates them is the incorporation of distinctly Korean flavors. This is why consumers perceive them as uniquely Korean compared to similar products from other countries.

When it comes to exports, ramen, snacks, and beverages tend to be the first categories that foreign consumers encounter. Once they become familiar with these products, they gradually explore more traditional seasoning products like gochujang and doenjang (fermented soybean paste). In fact, seasoning product sales make up only about one-tenth of total food exports. Food is both deeply rooted in tradition and highly adaptable, so modifying products to suit each market while maintaining Korean authenticity is essential for global expansion. Understanding local culinary preferences and cultural contexts is crucial for successfully tailoring products to international markets.

While adapting products for local markets, what aspects of Korean identity do you ensure remain unchanged in your exports?

We have experimented with various adaptations, such as altering packaging to tube formats and incorporating additional ingredients to align with local preferences. However, through this process, we’ve learned that preserving the traditional taste of Korea is what resonates most with consumers. While we have customized our gochujang by adding ingredients like oil or jalapeños, our most successful products are those that retain the authentic Korean flavor.

For instance, we developed a gochujang product in a ketchup-like tube, expecting it to be more appealing to Western consumers. However, we discovered that customers overwhelmingly preferred the original packaging. This was a valuable lesson: while packaging and presentation matter, maintaining the traditional essence of Korean food is key to its appeal abroad.

The product remains the same in taste, but its packaging differs. For example, Ajumma Republic appears to be an export-focused brand that resonates with non-Korean consumers, while the other packaging is purely Korean, without any English. Based on your experience, which approach will you prioritize moving forward?

We will continue to promote both approaches. There are different types of consumers—some prefer the tube packaging, while others favor the traditional form. However, we’ve learned that more customers gravitate toward the original packaging, even in international markets. Initially, we translated everything into English for export, but we found that many consumers actually preferred packaging that retained Korean text.

If there is too much Hangul on the packaging, it can overwhelm non-Korean readers. Striking the right balance in how much Korean text is included is part of the process of adapting to different markets while maintaining authenticity.

When discussing product quality, the Korean food industry has undergone a revolution, including globalization and meeting international standards. Today, we see advanced technology integrated into industrial processes. Could you explain how you ensure high quality while preserving the homemade flavors that everyone loves?

When it comes to quality, I believe there is a distinct difference between Western and Eastern perspectives. For example, many Western consumers focus on nutritional value and taste, while Eastern consumers tend to prioritize the origin of raw materials. Would you agree?

If we take France as an example, the French emphasize the origin of their food products. However, for the rest of the Western countries, taste may be the primary indicator of quality.

I wanted to clarify the definition of high quality because perceptions vary between Korea and Western countries. In Korea, we experience four seasons, and our land is not extensive, making it difficult to cultivate all necessary ingredients ourselves. For example, we import 90% of our beans, wheat, and corn. As a result, "Made in Korea" signifies high quality for Koreans. However, in global markets, Korea itself is considered foreign, so this distinction does not hold the same meaning. That is why we focus on enhancing the quality of our products directly.

Another unique factor in the Korean food industry is the cost structure. In Japan, products from large companies are typically cheaper than those from SMEs. However, in Korea, the opposite is true—large companies' products tend to be more expensive than those from SMEs. This structure creates opportunities for us to develop and export Korean products. It also serves as a stepping stone for exports since we offer high-quality products at competitive prices.

Moreover, Korea's highly educated workforce makes quality control more manageable. We have also adopted and refined technologies from other countries, such as Japan. Our advanced food technology and production quality make us highly competitive. Additionally, Korean consumer expectations drive us to offer a wide variety of high-quality products at reasonable prices. We achieve cost-effectiveness by mass-producing products that incorporate expensive raw materials, making them more affordable for global markets.

Gochujang, Doenjang, Soy Sauce

Many food companies we have spoken to are opening or planning to open factories in the U.S. to better serve the American market. Is this something you are considering?

I believe this trend stems from companies like Kikkoman, which localized their soy sauce to cater to Western consumers and established production facilities abroad. In the long term, this is a strategy we may adopt. However, at present, imported food often holds a premium perception in many countries. For example, consumers prefer French products made domestically and exported to markets like the U.S.

The decision to localize production varies across different food categories. Our company is in a unique position because we primarily sell seasonings and sauces. Within the food supply chain, we are neither at the forefront nor the back end; instead, our products are used by both consumers and manufacturers. For instance, while companies producing mandu (dumplings) or beverages focus solely on end consumers, our seasonings are used in the production process of such foods. This distinction means we are not in a rush to establish overseas production facilities.

From a consumer perspective, items like ketchup are essential household staples, whereas gochujang is a discretionary purchase. Consumers may initially buy gochujang out of curiosity about Korean culture and cuisine. Once they try it and enjoy the taste, they continue purchasing it. Given this unique dynamic, we are currently prioritizing manufacturing in Korea and exporting globally rather than immediately localizing production overseas.

You produce both finished products and ingredients that serve as a bridge between raw materials and final products. What is your brand philosophy?

Our core philosophy can be summed up by our slogan, “Tasty Taste.” Creating flavors that are truly delicious is our highest priority. The application of taste is crucial—when people enjoy something delicious, it contributes to their well-being and enhances their happiness. That’s why researching and developing products with exceptional taste is at the heart of what we do.

This year marks the 80th anniversary of our company, and we’ve adopted the slogan, “Tastier today, better tomorrow.” While people worldwide enjoy their traditional hometown dishes, discovering new flavors from different cultures can also bring joy. By expanding culinary choices, we believe we can help create a happier tomorrow.

Could you introduce some of your products that embody this philosophy and that you take pride in?

Maeil Food specializes in sauces, including ganjang (soy sauce), gochujang (red pepper paste), and doenjang (fermented soybean paste). We also have a unique line of ramen products. Ganjang serves as a fundamental ingredient in Korean cuisine, and we offer a variety of products that seamlessly integrate into consumers’ daily cooking. Additionally, we supply our sauces to other food manufacturers.

When exporting, we ensure our packaging meets the specific requirements of each country. Our focus on sauces for international markets stems from the challenge of explaining complex recipes—such as making tteokbokki with gochujang or preparing bulgogi with ganjang—to unfamiliar consumers. Instead, we emphasize core Korean flavors that serve as essential building blocks for these dishes.

Our ramen business began for a similar reason. Traditionally, we supplied powdered ganjang to ramen companies, but the process of being selected as an ingredient supplier was lengthy. To streamline this, we decided to develop our own ramen products. GS Retail, a major distributor, had previously approached well-known ramen brands like Samyang with specific requests, but they were turned down. That’s when they turned to us. We collaborated to create a special ramen product, and the process turned out to be incredibly exciting.

The XL Ramen for Mukbang Challengers

It’s remarkable to see how your ramen products have gained popularity through social media, especially in mukbang (eating challenge) videos. How do you feel about this unexpected trend?

I was genuinely surprised! This wasn’t something we planned or expected, yet the accumulated views of these mukbang videos have surpassed 200 million. What’s even more remarkable is that this level of engagement isn’t something that can be achieved through paid sponsorships alone. It’s all organic, and I’m thrilled to see our products embraced by audiences worldwide.

Video: XL Ramen Noodles For One

What do you think makes your ramen particularly appealing for these challenges? What’s the secret behind its success?

I believe the key lies in the balance between familiarity and novelty. Our ramen offers flavors that people recognize but with a unique twist. Another crucial factor is consumer psychology—viewers enjoy watching YouTubers take on food challenges because these are experiences they might not attempt themselves. This kind of content sparks curiosity and entertainment.

Additionally, the concept of mukbang itself has played a huge role in driving this trend. Once the term was coined, it provided a clear framework for food-related content, making it easier for companies like us to leverage the phenomenon. Food challenges became a cultural movement, and we were able to naturally integrate into it.

Given the success of mukbang trends, how do you plan to keep up the momentum? Are there any new products in development?

It’s been about a year and a half since we launched our ramen business, and one key insight we’ve gathered is that some consumers are starting to feel overwhelmed by the sheer volume of mukbang content. Instead of just following the trend, we want to innovate in the way people experience our ramen.

Right now, our ramen is designed for quick and simple preparation—just add hot water. While convenient, this limits the ways consumers can customize their experience. That’s why we’re developing alternative preparation methods, such as microwave-friendly options and different cooking techniques.

Another area of focus is enhancing the ingredients in our ramen. Currently, our products are mostly noodle-based, but we plan to increase the variety and quantity of solid ingredients, making our ramen more substantial and competitive. With these advancements, we hope to extend beyond the ramen market and further into the broader food industry.

Where can our readers find your products? Could you share more about your online distribution channels and retail partnerships?

Our products are readily available at Korean, Asian, or major local supermarkets. If you can’t find them locally, you can also purchase them online through platforms like Amazon in the United States and the UK. You can also find our ramen on Walmart’s online store.

In other regions, the sauces we made are stocked at Costco. We also have a strong presence in Southeast Asia. If you need a detailed list of retailers, we’d be happy to provide one.

Like many Korean SMEs, we also work as ODM(Original Development Manufacturers) for other brands that lack international recognition. This means our products are widely available, even if they’re sold under different labels.

Throughout this interview, you’ve shed light on not just K-food’s global presence but also its supply chain and evolving role in international markets. In a few sentences, what message would you like to leave with our readers?

Korean food is worth discovering. It’s a world of rich flavors and culinary traditions that can expand your everyday meal choices. We invite you to explore and enjoy Korean cuisine as part of your diet—you may find yourself coming back for more!

Fore more information please visit: https://www.maeilfoods.com/