Korea is the official partner country of Anuga 2025, the world’s largest and most influential food and beverage trade fair. This milestone reflects the growing global recognition of Korean food (K-Food) as a major force in the international culinary landscape, fueled by the global popularity of Korean culture, particularly K-pop and K-dramas, said a report from Anuga Press.
Over the past decade, the Korean Wave (Hallyu) has expanded beyond entertainment to encompass food and lifestyle. Global phenomena such as BTS, BLACKPINK, and Netflix’s "Squid Game" have sparked widespread interest in Korean culture, leading to a surge in demand for Korean cuisine. Dishes like tteokbokki (spicy rice cakes), gimbap (seaweed rice rolls), samgyeopsal (grilled pork belly), and ramyeon (instant noodles) are winning over consumers across the United States, Europe, and Southeast Asia. Supermarkets in these regions are increasingly dedicating shelf space to Korean food products, signaling a major shift in global food trends. The cultural momentum has also inspired the creation of cross-media content, such as the hit animated film “K-Pop: Demon Hunters,” which has topped global charts and further amplified global curiosity about K-Food and its cultural roots.
In line with this momentum, Korea will establish a National Pavilion at the main entrance of Hall 5.2 during Anuga 2025, presenting a comprehensive showcase of Korean food’s past, present, and future. Under the theme “Tradition Meets Innovation,” the pavilion will feature curated exhibitions and tastings that highlight both the depth of Korean culinary heritage and the forward-thinking innovations shaping its future.
Thirteen leading Korean food companies — including Namyang Dairy, Nongshim Taekyung, Daesang, Lotte Wellfood, Lotte Chilsung Beverage, Binggrae, Pulmuone, Sempio, Harim, Paldo, and others — will participate in the pavilion to share their unique perspectives on sustainable food culture and global food innovation.
A wide range of products will be presented, from traditional fermented staples like kimchi, doenjang (soybean paste), gochujang (red chili paste), and tteok (rice cakes), to modern reinterpretations such as vegan kimchi, allergen-free soy sauce made from peas, and kimchi-based spreads. These offerings aim to showcase not only the unique flavours of Korean cuisine but also its health-conscious, sustainable, and future-ready direction.
Source: Anuga Press
