Frozen Kimbap Expanding into Rural European Villages – Jay Lee’s U.S. Report (130)

Frozen Kimbap Reaches Even Rural Villages in Europe - Jay Lee's US Dispatch (130)

Over 300 Korean Restaurants in France, Recent Rise of Snack Shops

Strict Regulations, Seek Expert Help to Open Export Path

△ Lee Jong-chan, CEO of J&B Food Consulting

Recently, I traveled to France to attend a seminar and, while there, took a trip around the southern part of the country. As I traveled through the southern cities, I kept eating local food, and in the rural areas where there were no Korean restaurants, I couldn’t shake the heaviness in my stomach. Fortunately, I came across an Asian market, and there were Korean food products there, including frozen kimbap. I was thrilled to find frozen kimbap, which is hard to find even in the US.

In most European cities, it seems that Korean restaurants are quite common. Even if you can't find a Korean restaurant, you can always go to a supermarket and find Korean ramen and food products to satisfy your cravings. Also, many Chinese-run restaurants serve Korean food, and I’ve been to places where I mistakenly thought the restaurant was Korean-owned, only to find out it was operated by Chinese people and left without eating.

This year, I noticed that snack shops have been increasing in France. There are about 300 Korean restaurants in France. In the past, Korean restaurants typically sold dishes like bibimbap or bulgogi, but recently, more restaurants are specializing in Korean snacks. I visited a Korean snack shop, and I was impressed by how delicious the food was. I also noticed many young French couples enjoying tteokbokki and fried snacks while having a romantic date, which looked charming.

The rising popularity of Korean snacks has given a significant boost to the export of Korean processed foods. In particular, there has been a remarkable increase in the exports of ramen and tteokbokki. According to the Korea Agro-Fisheries & Food Trade Corporation (aT), last year, exports of tteok (rice cakes) to Europe amounted to $10.72 million, surpassing $10 million for the first time in history. During the same period, ramen exports amounted to $145.24 million, exceeding $100 million for the first time, with increases of 55.6% and 63.2% compared to the previous year, marking the largest increase ever.

Korean food in the US is large and hearty, but Korean food in France is served like an artwork and tastes more delicate than what is typically found in the US or Korea. It still seems to be in its early stages in France, as there aren’t many menus that cater to Koreans like in the US.

In the US, there are many food enthusiasts, such as white Americans eating sundae gukbap (blood sausage soup) or young women enjoying grilled cutlassfish. These are likely people who have visited Korea or lived there and can’t forget the taste. While Korean food has become more common in the US, the rising popularity in Europe makes the K-Food wave even more tangible.

However, exporting Korean food to the EU is not easy due to the strict regulations. The regulations for ingredients are more stringent than in the US. Additionally, due to the variety of languages in the EU, labeling must be done in the languages of the countries where the product is sold, which adds a layer of complexity.

Moreover, each EU country requires the appointment of a sales representative. Exporting Korean meat is not allowed, and there are strict regulations on animal-derived ingredients, with many ingredients being prohibited. Products must be manufactured in approved facilities in the EU, making the process quite challenging. However, as you get to know these regulations and seek expert help, the path to export can be opened.

Feel free to contact us

jay@jnbfoodconsulting.com or 714-873-5566

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