This year, the export volume of K ramen and sauces, characterized by Korea's spicy flavor, to the Middle East has increased. Major brands, such as Samyang Foods' Hot Chicken Flavor Ramen and Nongshim's Shin Ramyeon, have gained popularity in the local market.
According to the Korea Agro-Fisheries & Food Trade Corporation's agricultural food export information (KATI) on the 21st, the export value of Korean agricultural and fishery products to the Middle East (GCC) region from January to April this year is approximately $89.843 million (about 124.8 billion won). This represents a 39.2% increase compared to the same period last year.
The Gulf Cooperation Council (GCC) is a regional cooperative organization consisting of Saudi Arabia, the United Arab Emirates (UAE), Qatar, Kuwait, Oman, and Bahrain. As of 2023, the population of GCC countries is 57.6 million. The World Bank's estimate for this year is 59.1 million. The per capita gross domestic product (GDP) is $36,000 (about 50 million won). The proportion of the population under 14 years old is estimated to be 21.5%, indicating a large market with growth potential.
In particular, the export of ramen and sauces stands out. From January to April this year, the export value of ramen is $18.362 million (25.5 billion won), an increase of 43.89% compared to the same period last year. The export value of sauces during the same period is $765,600 (1 billion won), which is a 41.93% increase compared to last year.
A local food organization official noted, "Traditionally, the proportion of Korean food in the Middle East has not been large," but added, "The trend of seeking healthy, unique, and exotic flavors has increased the demand for spicy products." The popularity of Hot Chicken Flavor Ramen has led to a rise in the demand for Korean spicy sauce products (such as Hot Chicken sauce and Hot Chicken mayo sauce) and gochujang.
The food industry sees the increase in sauce exports, distinct from product types like ramen, as a result of locals enjoying dishes that utilize Korean sauces or the growing number of local Korean restaurants. A food industry official stated, "Dubai and Abu Dhabi are tourist destinations frequented not only by locals but also by visitors from around the world," adding, "The spread of K-content has positively influenced the desire to cook Korean food at home, which has impacted sauce purchases."
Especially among GCC countries, sauces like gochujang and other fermented products have shown growth in export items. The export value of soy sauce has increased by 19.2% compared to the same period last year, while that of doenjang has risen by 56%, and gochujang has increased by 20.7%. This aligns with the increase of high-end Korean dining establishments centered around Dubai and Abu Dhabi. In fact, there were four high-end Korean restaurants in the UAE last year, which has now increased to five this year with one scheduled to open in May, making it six in total.
As the scale of exports of K ramen and sauces has grown, the food industry is focusing on halal certification aimed at the Middle East market. Samyang Foods has already entered the Middle Eastern market by signing a memorandum of understanding (MOU) in 2021 with the UAE consumer goods import and distribution company 'Sharjah General Trading.' Last year, it generated approximately 50 billion won in revenue solely in the Middle East. A Samyang Foods official stated, "We plan to expand our market to neighboring Middle Eastern countries such as Syria and Lebanon using the UAE as a foothold."
Nongshim operated a tasting and sales booth at the 'Dubai E-Sports Festival' last year. It is focusing on expanding local sales of halal-certified products. Since 2011, it has built a dedicated halal production line at its Busan factory to produce its flagship products such as Shin Ramyeon, Anseongtangmyun, Neoguri, and Chapagetti. A Nongshim official stated, "We plan to target other markets with halal product demand beyond the Middle East and Southeast Asia," adding, "We are also preparing to launch a variety of halal-certified products."
Compared to Samyang Foods and Nongshim, the relatively latecomer OTOKI has been producing export-focused Jin Ramen at its halal-certified factory in Vietnam since this year. OTOKI has begun targeting the Islamic cultural market in Indonesia. It plans to enter new halal markets in the Middle East and Africa. The company is ramping up its global marketing with BTS member Jin as its model.