Korean Rice-Based Foods: Unlocking New Opportunities in China’s Market

The Korean rice-processing industry has taken a significant step toward international expansion with its recent export consultation fair in Hangzhou, China. Hosted by the Korea Rice Processed Food Association in collaboration with China’s Xiangbei Group, the event on October 30-31, 2023, drew over 150 Korean companies and 200 Chinese buyers. This large-scale initiative marked the first of its kind in China and highlighted the potential for Korean rice-based products in one of the world’s largest consumer markets.

Key Highlights and Results of the Event

The trade fair showcased over 1,000 Korean rice-processed products, including snacks, desserts, and specialty foods. Participants engaged in over 56 billion KRW (approximately $42.3 million) worth of consultations, while 16 companies secured purchase agreements amounting to 36.6 billion KRW ($27.6 million). Although the immediate outcomes were modest compared to the vast potential of the Chinese market, the event served as a pivotal stepping stone for Korean rice products to establish a presence.

The fair also provided an opportunity for Korean companies to align their offerings with Chinese cultural and business practices. By introducing products tailored to Chinese tastes and leveraging Hallyu trends, participants like Natureoda, Foodies, and Mammoth Confectionery positioned themselves to tap into a health-conscious and increasingly globalized consumer base.

The Broader Context: Health Trends and Market Potential

The demand for healthier, natural, and gluten-free products is growing in China, a trend that aligns with the characteristics of many Korean rice-based foods. Products such as rice crackers, cakes, and desserts cater to this market demand while capitalizing on the cultural appeal of Korean cuisine. Moreover, the event laid the groundwork for strategic investments, such as the establishment of Korean food sections in Chinese shopping malls, which could amplify market penetration in the coming years.

The export consultation fair in Hangzhou is a promising start for Korean rice-processed foods in China. By combining high-quality products, cultural appeal, and strategic market engagement, the Korean rice-processing industry can seize the opportunity to expand its presence in the Chinese market. Continued efforts in product development, branding, and collaboration with Chinese distributors will be critical to long-term success.

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Korean Rice-Based Foods: Unlocking New Opportunities in China’s Market

Tatiana Ivanova

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