K-Food and Latin America: A New Land of Opportunity – U.S. Correspondence by Jay Lee (163)

Health Image Aligns with Local Needs… Rising Exports of Ramen, Snacks, and Sauces

△ Jay Lee, CEO of J&B Food Consulting

During a recent business trip to Chile, I was struck by the sight of long lines of young people outside a Korean instant ramen shop in Santiago. They were waiting to enjoy ‘Han River–style ramen’ using instant cooking machines—a scene that was truly surprising. Korean restaurants have also increased in number, and in many cases, local Chileans outnumber Korean customers. It was clear that the K-Food wave has reached Latin America.

Ramen, snacks, and sauces are already the leading product categories driving K-Food exports to Latin America. Ramen, in particular, has built a strong consumer base among students and young adults thanks to its affordable price, bold flavors, and ease of preparation. Kimchi, tteokbokki, sauces, and Korean fried chicken can be easily localized as complementary seasonings to tacos, fried foods, and grilled dishes. At the same time, frozen K-chicken, K-desserts (such as injeolmi- or dalgona-inspired products), and health-oriented items (low-sugar, high-protein ready meals) are also viewed as having strong growth potential as the middle class expands.

As K-Food continues to gain popularity on the global culinary map, not only North America and Europe but also the Global South—particularly Latin America—is emerging as a new competitive arena. As of 2024, global Korean food exports are valued at approximately USD 12 billion, with an expected average annual growth rate of about 6% over the next decade starting in 2025. Latin America is no exception. In 2024, the region’s ethnic food market was valued at around USD 4.23 billion, with projected annual growth of approximately 7.9% from 2025 to 2030.

Although these figures cover ethnic foods broadly, they reflect a growing interest among Latin American consumers in health, premium ingredients, and new cultural experiences—conditions that create ample opportunity for Korean cuisine to carve out a niche.

Food consumption trends in Latin America have changed significantly. In the past, demand centered on inexpensive, calorie-dense foods. Today, however, more consumers seek quality ingredients, health benefits, and good taste simultaneously. Rising demand for high-protein options, premium ingredients, and “value-driven meals” is having a positive impact across the ethnic food market.

Korean cuisine naturally aligns with these trends. From traditional dishes such as kimchi, bibimbap, and bulgogi to wellness-oriented products like healthy ready meals, gim bugak (seaweed snacks), and miyeok-guk (seaweed soup), the diversity and “healthy image” of K-Food closely match the needs of Latin American consumers.

The global expansion of K-Food is not driven by taste alone. It is exported as part of a broader cultural package alongside K-pop, K-dramas, and K-beauty. Recently, the popularity of “K-culture hits” has fueled interest in ramen, gimbap, and snacks. While Latin America is often described as a relatively undeveloped market for K-Food, that very fact makes it a blue ocean for early entrants.

Challenges remain. Consumption is still largely concentrated among fans of Korean culture, and expansion into the general consumer base is necessary.

Experts advise positioning Korean food as more affordable than Japanese cuisine, yet offering a more premium dining experience than Chinese cuisine. At the same time, proactively meeting food safety standards, export certifications, and labeling requirements will be essential to building trust. If done correctly, Latin America can become an attractive blue ocean where K-Food builds long-term brand power.

Tags: #KFood #LatinAmerica

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