Nongshim, CJ, Dongwon, and Ottogi set out for exports
Samyang Foods expands Halal-certified production.
The food industry is tightening its grip on the Middle East markets once again. While the Middle East has been identified as a key target market for this year, the Iran-U.S. war has cast dark shadows on the export front. K-food companies are moving quickly to achieve this year’s targets by significantly increasing export volumes, expanding sales networks and offline operations, and broadening experiential marketing strategies.
In particular, companies that have devoted significant effort to pioneering the Halal market are moving swiftly. Dongwon F&B has decided to resume exports of Halal-certified products, such as canned tuna, dried seaweed, and kimchi, for which exports had been temporarily suspended after a contract was concluded early this year. The United Arab Emirates (UAE) and Kuwait are among the export destinations.
CJ CheilJedang has decided to accelerate the expansion of its business in the Middle East, focusing on the UAE and Saudi Arabia. In particular, it is targeting the local market with Halal-certified dried seaweed snacks and stir-fried noodles. Also, it is seeking to expand its product range, with Bibigo dried seaweed snacks and stir-fried noodles, entering mainstream local distribution channels such as Carrefour through partnership with local companies that possess distribution networks.
Samyang Foods has decided to significantly increase the production of Halal-certified ramen, which had slowed down during the Iran-U.S. war. Through this, the company has raised its export target for the Middle East this year to KRW 80 billion, a 20% increase from last year. Samyang Foods currently exports about 20 varieties, including Buldak Spicy Ramen, to around 10 Middle Eastern countries.
Ottogi, which had previously put exports to the Middle East on hold during a review, focusing on Halal-certified ramen such as Jin Ramyun, has also begun to make moves again. The company plans to resume its Middle East exports sequentially while closely monitoring market conditions. Nongshim also expects a 50% year-on-year sales growth this year through its Halal-certified Shin Ramyun.
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