The New Culinary Obsession From South Korea: Highland Food’s K-Born Chicken

As Korea aims to become one of the world’s premier culinary powerhouses, the popularity of K‑Food continues to soar. For eight consecutive years, Korean food‑related exports have reached record highs, with K‑Food+ (processed and agriculture products) exports exceeding USD 13 billion in 2024. From your perspective, how do you explain the sustained growth in Korean food exports and the rising global popularity of Korean cuisine in recent years?

Korean cuisine is rich, intricate, and, frankly, not easy to replicate. Each dish varies depending on regional ingredients and the distinctive character of its sauces. Take bibimbap as an example: there isn’t just one formula, its taste differs dramatically depending on the gochujang used, and Korea has numerous variations of gochujang. Two decades ago, I tried to bring authentic Korean food to the U.S.

We quickly encountered major hurdles. Because Korean sauces such as gochujang and doenjang lacked standardized recipes and consistent sanitary certification at the time, it was extremely difficult to produce them locally. We even considered sourcing ingredients in America, but local imitations never matched the true flavor.

Over time, the industry matured. Korean food manufacturing became more systematized and hygienically certified, allowing the creation of sauces that could be consistently exported. This change enabled more Korean franchises to use locally sourced produce and meats overseas while maintaining authentic taste through Korean sauces.

Then came the cultural wave, K-pop, Korean films and dramas, which dramatically amplified interest. Viewers discovered Korean restaurants in their own cities, tasted the food, and wanted the genuine experience. Many traveled to Korea, realized there were flavor differences compared to local adaptations, and began asking their governments to import authentic Korean products.

A good example is Korean fried chicken. For more than 25 years, efforts to export it to Europe stalled because of strict health regulations. But as the global fascination with Korean culture grew, European governments recognized the demand, negotiated trade terms, and allowed imports. So, while the cultural “K-wave” drew global attention, improved production standards and persistent government-to-government negotiations ultimately opened the doors. These combined factors explain why Korean food exports have accelerated and will continue to expand.

Looking forward, two key challenges stand out for sustaining growth: diversifying export destinations beyond Asia, and broadening the range of export products. How can the industry, and Highland Foods in particular, address these when it comes to meat products?

One structural limitation is that Korea imports more than 65 percent of the raw ingredients used in its food industry. Many iconic Korean dishes rely on imported materials, which raises costs and limits price competitiveness. Even if we use, for example, Australian beef, cook it in Korea, and attempt to export bulgogi to Europe, governments often refuse entry because of their own animal-protein regulations.

Another challenge is Korea’s small land area and the disease risks inherent to animal farming, avian flu, foot-and-mouth disease, and others. These realities make it difficult to export fresh meat-based products. Cooked chicken is an exception, but even that requires complex bilateral agreements.

To overcome these barriers, we need to strengthen international sanitary protocols and reciprocal trade agreements. Only then can we reliably export products such as dumplings or bulgogi that contain meat. At the same time, Korea should adopt a more flexible approach to agricultural and livestock imports.

Many countries maintain strict standards for goods entering Korea, partly in response to our own protective policies. Unless we allow more foreign products in, our trading partners will hesitate to ease their restrictions on Korean exports. Hong Kong is currently a rare example of an open market that welcomes Korean food without such obstacles.

Finally, there is a talent gap. Young Koreans are flocking to technology and entertainment, leaving fewer innovators in food R&D. Without fresh ideas and research investment, it’s difficult to create export-friendly versions of traditional dishes. All these issues, raw material shortages, regulatory hurdles, and limited R&D, must be addressed to diversify destinations and product categories.

Highland Foods Processing & Distribution Complex

You have been a pioneer in poultry exports. Do you think Korea’s success in exporting cooked chicken could pave the way for other meat-based Korean foods to enter foreign markets?

Poultry exports offer both a precedent and a caution. Negotiations for cooked chicken exports to Europe took nearly 30 years. The eventual breakthrough shows what is possible when governments align on food safety and agricultural standards.

The basic equation is simple: to export more, we must also import more. To expand exports, both strong government support and the dedicated efforts of producers are essential.

Highland Foods recently launched a major collaboration with BBQ, creating three new chicken products for the European market as more people wants to taste the famous Korean chicken. What makes Korean chicken different and how do you preserve the taste for overseas?

Authentic Korean food is often based on fresh vegetables, seafood, or meats prepared on the spot. Replicating that freshness abroad is very difficult. Fried chicken, however, can retain much of its authentic flavor even after being processed and frozen. After processed, our chicken is instantly freezed at minus 40 degrees to lock in taste and texture.

When reheated and finished with our Korean sauces, it closely recreates the flavor people enjoy in Korea. That combination of reliable freezing technology and signature sauces makes fried chicken an ideal first mover for global expansion.

There’s also a unique advantage in chicken itself. Korean chickens are smaller than American ones, averaging about 2.5 pounds compared to over 4 pounds, resulting in a distinct flavor. Moreover, Koreans prefer wings and legs, while Europeans favor breast meat, which is less expensive in Korea. This complementary preference creates natural economic synergy for export.

Package Front

Anuga K·Born Booth

Luncheon Meat

Boiled down in Soy sauce

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You officially launched your K-born brand in Europe this year. Which countries are you focusing on now, and where do you see future growth?

We began in Germany and the United Kingdom, and we plan to expand step by step across Europe. The European Union and the UK are ideal starting points because once you meet their strict regulatory standards, most other markets become easier to enter.

Longer term, we are also looking to North America and additional Asian markets. But every move depends on formal trade protocols, which can take years to negotiate. Because Korean chicken supply alone cannot meet global demand, we may also import raw materials, such as Brazilian poultry, cook them in Korea, and then export, provided partner countries approve those sources.

This is not unique to chicken. Even seemingly simple products like ramen must meet exacting rules. For example, any soup base containing beef extract is often prohibited. These complex layers of regulation shape our expansion strategy.

Crunchy Chicken

Highland Foods boasts an advanced vertically integrated operations, from cold-chain logistics to overseas facilities. How does this structure make you a preferred partner for international trade and collaboration?

Integration is at the heart of how we operate. Our Busan Center, located in Changwon, combine storage and production in single, automated facilities, minimizing human contact and maximizing efficiency. Internationally, we maintain close, hands-on partnerships rather than distant, transactional relationships. We visit our partners’ sites, they visit ours, and together we design processes that meet both sides’ requirements.

We also offer customized processing for clients rather than simply shipping raw materials. This creates a seamless supply chain from farmers and processors all the way to restaurants and retailers. Such deep collaboration ensures quality and reliability, which are critical in international food trade.

That said, no matter how advanced our facilities are, we still face the larger issue of international trade protocols. Building strong government-to-government agreements remains essential for scaling exports.

On a personal note, as a woman who has built a major presence in an industry still dominated by men, what do you consider the key to your success?

I often feel that my life was set on a mission beyond my own choosing, and that mission happens to align perfectly with who I am. I truly love my work. I wake up at 6 a.m., often finish at midnight, and attend multiple meetings and events each day, yet I never feel drained. The excitement and enjoyment I find in every challenge constantly renew my energy.

Finally, looking ahead to Highland Foods’ 30th anniversary in 2029, what achievements would you like to celebrate?

When I was younger, my dream was simply to reach ten billion dollars in revenue. Over time, my ambitions broadened. I now feel a strong responsibility to society and to environmental, social, and governance (ESG) values.

By 2029, I aim to complete our Icheon center and fully connect our nationwide cold-chain network. My vision is to become the “Sysco of Korea” in food service, a central kitchen, warehouse, and farm that supports small business owners so they can focus on growth rather than logistics.

I believe in declaring goals out loud; it keeps me accountable and turns aspirations into reality. If we meet again in 2029, I hope we will be discussing how these dreams have come true, and perhaps even new ones I have set along the way.

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