Korean food exports hit an all-time high of $13 billion in 2024, and it’s only a matter of time before brands like Orion, Ottogi, and Pulmuone become household names worldwide. A recent news report revealed that there are now 11 Korean food companies with sales exceeding $2 billion. Orion, Ottogi, and Pulmuone are among these top players.
Orion is best known for its iconic Choco Pie, a treat that has been copied by numerous competitors, including Lotte. While branding might be a challenge due to the generic nature of the term “Choco Pie,” Orion has still managed to maintain a strong consumer base. In addition to Choco Pie, Orion’s marshmallows are highly rated by consumers.
Ottogi has capitalised on the global ramen craze, with its products gaining popularity in various markets. The company also has a strong presence in the seasoning and frozen food sectors, making it a versatile player in the food industry.
Pulmuone stands out for me as the most interesting of the three. Starting as an organic farm shop in the 1980s, Pulmuone has grown into a global brand with businesses in the U.S. and China. The company also has a partnership with Danone in the fermented yogurt market. Pulmuone is renowned for its tofu and kimchi, both staples of Korean cuisine.
In addition to food, Korean culture has also made significant inroads globally. Korean dramas (K-dramas) are immensely popular in Southeast Asia, especially in the Philippines and Indonesia. K-pop, on the other hand, has a strong following in Japan and the United States. Cooking is a popular theme in many K-dramas, with some series revolving entirely around food and cooking. Here are a few notable ones:
1. “Jewel in the Palace” (Dae Jang Geum): This historical drama focuses on the life of a royal cook who becomes a physician.
2. “Pasta“: A romantic drama set in an Italian restaurant’s kitchen.
3. “My Lovely Sam Soon“: A classic romantic comedy featuring a pastry chef.
4. “Let’s Eat“: This series centres around food lovers and their culinary adventures.
5. “Wok of Love“: A drama about a chef who works in a small Chinese restaurant.
As Korean food and culture continue to captivate international audiences, the future looks bright for companies like Orion, Ottogi, and Pulmuone. Keep an eye on these brands—they’re sure to make a big splash in the global market.