K-Food: Foodware Mandu Spreads the Allure of Korean Dumplings Worldwide!

Founded in 1990 under the name Shandong Food, Foodware (CEO Shin Dong-sik) has specialized in producing a single item — mandu (Korean dumplings) — for the past 34 years. It has since grown into a mid-sized food company, operating out of a fully automated factory measuring 20,069㎡ (approximately 2.8 times the size of a soccer field), with a daily production capacity of 150 tons and an annual output of 45,000 tons.

Driven by its core value of "quality first", Foodware became the first mandu manufacturer in Korea to implement HACCP (Hazard Analysis Critical Control Point). The company later acquired ISO 22000 (Food Safety Management System) and FSSC 22000 (Food Safety System Certification), and in 2014, it was designated as the only domestic meat-processing heat-treatment facility authorized by Japan’s Ministry of Health, Labour and Welfare.

By applying international food safety standards, Foodware has significantly improved both the safety and quality of its products. In addition to its in-house B2B food service brand Damdoo Mandu, it also produces and supplies mandu to more than 25 companies and restaurant franchises, including CJ CheilJedang, Dongwon F&B, Hong Jin Kyung Co., Ltd., and The Born Korea. This helped the company surpass KRW 100 billion in annual sales in 2021.

Building on this strong domestic market foundation, Foodware has also accelerated its export efforts. As of 2024, out of its KRW 120 billion in annual revenue, KRW 15.5 billion comes from exports (including OEM), cementing its presence in the global market.

As Korea strives to become one of the world’s most beloved culinary powerhouses, the popularity of K-Food continues to rise. Korea's food exports have hit record highs for eight consecutive years, reaching USD 12.14 billion in 2023 — a 2.6% increase compared to 2022. What do you think is driving the continuous growth of Korean food exports and the global popularity of Korean cuisine in recent years?

The turning point was the 1988 Seoul Olympics. That was when many foreigners visited Korea for the first time and were introduced to our culture — especially our food. Over time, street foods like tteokbokki and gimbap started gaining traction, and as Korean cultural content spread worldwide, interest in K-Food naturally followed. The popularity of Korean cultural phenomena such as Squid Game, BTS, and the Academy Award-winning film Parasite has played a major role in expanding K-Food globally.

More recently, foreign consumers have become increasingly receptive to Korea’s traditional flavors. For example, fermented sauces like doenjang (fermented soybean paste) and gochujang (red chili paste) used to feel unfamiliar, but now many international consumers are becoming accustomed to and even enjoying them. In addition, with the development of products like mandu filled with a variety of vegetables, K-Food has been able to attract a broader consumer base.

Another important factor is the influence of Korean communities abroad and renowned chefs. By introducing Korean cuisine in ways that suit local tastes and by popularizing it, they have played a key role in shaping a positive perception of Korean food.

In the case of our mandu, we strive to create a balanced flavor profile — not too sweet, bitter, or spicy — so that foreign consumers can enjoy Korean food more comfortably and without hesitation.

Japan, Southeast Asia, and China are already strong consumer markets for K-Food. What kinds of changes are necessary for mandu to break into Western markets? Are there any adjustments needed in recipes or approach?

Consumer preferences vary greatly by region. For example, in Europe and the UK, there's a strong interest in vegetarian and vegan foods, while in Southeast Asia, Halal-certified products are preferred. On the other hand, the North American market is more complex, often requiring products to meet multiple criteria such as gluten-free, vegan, halal, and kosher certifications.

With these differences in mind, we adjust our recipes to suit each market. In the case of the Asian market, diets centered around rice are already familiar, so entering those markets was relatively smooth. However, Western markets have historically been less familiar with Asian cuisine, which meant we had to make greater efforts.

Fortunately, recent trends favoring health-conscious diets, the global spread of K-Culture, and the growing number of Korean restaurants overseas have all helped Western consumers become increasingly open to K-Food.

Mandu competes with dishes like Hong Kong-style dim sum and Japanese gyoza. What makes mandu stand out to Western consumers?

One of the biggest differences is size. Compared to Japanese gyoza, Chinese dumplings, or even European ravioli, Korean mandu is larger and more generously filled. That’s why it’s not just seen as a side dish, it can be perceived as a well-balanced, standalone meal.

Also, we don’t just call mandu “dumplings.” We intentionally use the original Korean name, “mandu,” to help consumers recognize that this isn’t just another kind of dumpling, it’s a uniquely Korean product with its own identity.

As a company specializing in mandu, we also collaborate with local street food vendors that sell tteokbokki, gimbap, and ramen. These partnerships are part of our global expansion strategy and allow international consumers to experience a more authentic taste of Korea.

Additionally, Korean tteok (rice cakes) are naturally gluten-free, which makes them an appealing choice for health-conscious consumers around the world.

Tasty Foodware's Mandu

In Asia, street food and restaurant food often use the same ingredients. When Western consumers buy your mandu, can they experience the same flavor as authentic Korean street food? How do you maintain consistency in taste?

Maintaining the traditional taste of Korean mandu — no matter where it’s sold — is our top priority. To achieve this, we focus on three main market segments.

The first is the home consumer market, where we offer small packs ranging from 200g to 450g so customers can easily steam or fry them at home for a convenient experience.

The second is the food service industry, where we provide bulk packages in 1kg units, ensuring restaurants can consistently and reliably use our mandu in their dishes.

The third is the wholesale and large retail market, targeting customers who prefer large bulk packaging, such as food ingredient distributors and major supermarkets.

Adjusting packaging sizes to meet the needs of each market is relatively straightforward, and this allows us to maintain the same quality and taste across all channels, whether it's in a restaurant, a supermarket, or at home.

How are you adapting your products to fit the unique characteristics of each overseas market?

We’re actively developing a diverse range of products tailored to local consumer preferences in each region.

In the European market, we focus on mandu made with vegetables, mushrooms, japchae (glass noodles), and kimchi, along with a selection of gluten-free options.

In Southeast Asia, while pork mandu remains popular, we’ve recently expanded our lineup to include Halal-certified products and vegan mandu made with plant-based proteins.

The U.S. market, similar to Europe, demands a variety of options, so we offer gluten-free, kosher, and halal-certified products that reflect the needs of its diverse consumer base.

Even within Asia, there is growing demand for Halal and plant-based mandu, and in Southeast Asia specifically, our spicy seafood noodle-flavored (jjambbong) mandu has become very popular.

To keep up with these evolving tastes, our R&D center is continuously developing new flavors tailored to each region, and thanks to these efforts, we’re seeing increasing interest from major global companies.

Could you share any new flavors your R&D team is working on this year?

We are the first company in Korea to receive gluten-free, Halal, and Kosher certifications. As our R&D capabilities have matured, we began officially launching new products in 2025.

This year, our focus is on developing “glocalized” flavors — products that reflect the tastes and preferences of local consumers in each region. Through this approach, we aim to preserve the traditional flavors of Korea while also meeting the diverse demands of the global market.

Your company isn’t just a standalone brand, you also supply mandu to leading companies like CJ through OEM partnerships. Could you summarize Foodware’s philosophy and mindset in a sentence or two?

Our most important value and guiding philosophy is “never compromising on quality.” Our largest shareholder and CEO, Mr. Shin Dong-sik, always emphasizes that quality comes first.

As we often say in Korea, we make our products with the same care and dedication as a mother preparing food for her children.

We also place great importance on employee well-being and growth, aiming to be a company that grows together with its people.

At first, we were cautious about mentioning other companies, but since you've asked — we are proud to have strong partnerships with top-tier companies like CJ, Dongwon F&B, and Pulmuone. The reason these companies come to us is simple: the exceptional quality of our products.

For instance, when CJ planned to export mandu to Japan, they already operated three factories of their own but couldn't obtain certification from Japan’s Ministry of Health, Labour and Welfare. At that time, we were the only Korean company with that certification, which allowed CJ to successfully enter the Japanese market.

Even during difficult times, such as the foot-and-mouth disease crisis, CJ was able to break into the market successfully and our collaboration turned into a win-win relationship that played a key role in helping us achieve KRW 100 billion in annual sales.

Additionally, we were the first in the industry to acquire HACCP, ISO, and the European FSSC 22000 certifications, and we also hold FDA certification in the United States. These certifications demonstrate our commitment to producing safe and high-quality food.

Over the next 3 to 5 years, how do you see Foodware growing through its own brand? What are your goals?

As mentioned earlier, we already achieved our KRW 100 billion sales goal three years ago. While growth has stabilized since then, we are now focusing on expanding our exports.

In particular, we’ve recently launched our new B2C brand, HeyMeal, marking a strategic shift from a B2B-centered business to active entry into the B2C market.

Our factory currently has the production capacity to support KRW 250 billion in annual sales, and our goal is to reach that target within the next three years. Looking further ahead, we aim to achieve KRW 350 billion in domestic sales within five years, and if we expand fully into the retail market, we’re projecting up to KRW 1 trillion in revenue.

You mentioned that HeyMeal was first launched in the domestic market. Do you have plans to introduce it globally as well?

Yes, we definitely plan to introduce HeyMeal to the global market. We’ve already completed trademark registrations in Europe, the U.S., and Japan. Alongside this, we also operate an export-exclusive brand called Damdoo One.

If HeyMeal is our premium brand, then Damdoo One is designed to be more price-competitive by using select imported ingredients. However, our principle remains firm. We never compromise on quality, no matter the brand.

Could you explain the difference between HeyMeal and Damdoo One?

HeyMeal is our premium brand, made with 100% domestically sourced ingredients. Even the vegetables and garlic are locally grown in Korea, and the filling is crafted with great care to ensure top-tier quality.

On the other hand, Damdoo One is designed with price competitiveness in mind, so it uses some imported ingredients. However, the quality standards in the production process remain exactly the same.

Since food regulations differ by country, Damdoo One is a more flexible brand that adapts to each market’s specific requirements. That said, when it comes to quality and safety, we never make compromises.

In Korea, consumers can purchase HeyMeal and Damdoo One products directly through online platforms. How can overseas consumers buy them?

We’re currently working with a variety of offline distributors around the world. In Europe, we distribute through CNL and Panasia, with our products available in department stores. In the UK, we’re partnering with DO Group and planning to launch our products there in March.

In the U.S., we are actively working to get into Costco, Walmart, and Trader Joe’s, and in the meantime, our products are available at Korean supermarkets like H Mart.

As for Latin America, we have a Korean buyer in Mexico, and we’re planning to launch our products there in June.

While online sales are important, high shipping costs pose a major challenge. Currently, our products are available on Amazon and Hitrons, but due to logistics, each pack can cost up to $10 just for shipping. Because of this, rather than focusing on full-scale online sales, we're pursuing a strategy of expanding our local distribution network through partnerships with regional buyers.

Through these efforts, we aim to reach KRW 500 billion in annual sales within the next 5 years and actively expand into untapped global markets.

Are your products already being sold in France?

The HeyMeal and Damdoo One brands have not been officially launched in France yet. However, through OEM production, we supply products to major companies like CJ, so French consumers can still enjoy the taste of our mandu through CJ’s products.

In Europe, our partner CNL operates the brand KO and CO, which sells Korean-style mandu with a focus on vegan and health-conscious options across the continent. Also, recognizing that European consumers prefer chicken mandu, we are currently developing a chicken-based product specifically for that market.

 You mentioned collaborating with rice cake companies for tteokbokki and tteok-mandu-guk. Does this mean HeyMeal is planning to launch fully cooked ready-to-eat meals?

Our core business remains focused on mandu. The reason we’re partnering with rice cake companies is because Korea has a rich variety of traditional rice cakes, such as rainbow tteok, and we’ve noticed that overseas customers often purchase rice cakes together with mandu. We’re collaborating with these companies in response to these consumer patterns.

We are considering developing meal kits in the future, but that would require significant investment in recipe development and production facilities. For now, we’re putting all our energy into perfecting our mandu products.

Lastly, is there any message you’d like to share with our readers about promoting K-Food and K-Culture globally through this interview?

The most important elements in food are safety and health—and of course, taste is essential too. At Foodware, we do our best to create products that fulfill all three: safe, healthy, and delicious.

We hope that our mandu can be more than just a food item, and instead become an experience that delivers the taste and values of Korea to consumers around the world.

For more information please visit: https://www.foodware.co.kr/