The Korean HMR market is expected to grow to target German MZ generation’s taste with local distribution networks and vegan trends
In the globalization trend of Korean food, Korean-style bibimbap is attracting attention mainly from the German MZ generation. In particular, vegan bibimbap, which focuses on herbs, has emerged as a “Healthy Food” thanks to local distribution networks and food culture trends, proving the possibility of global spread of K-food once again.
According to the Korea Agro-Fisheries & Food Trade Corporation (aT) Agri-Food Export Information (KATI), Germany’s leading retail chain REWE has recently introduced the recipe of “Vegetarisches Bibimbap” on its official website, attracting local consumers’ attention. In the recipe, vegetable ingredients composed of traditional Korean na-logistics such as bean sprouts, spinach, shiitake mushrooms, and kimchi were used, which is also receiving great response in line with the spreading trend of Vegan + Asia Fusion in Germany.
Bibimbap is a vegan menu that satisfies both taste and nutrition, said a representative of the REWE recipe team. “Korean vegetables provide a completely uninteresting charm to German consumers with exotic visuals and texture.”
This trend is also closely related to changes in the eating culture of the German MZ generation. According to last year’s data from Statista, a global market research firm, the vegan population in Germany is about 7% of the total, and it is about 42% if flexitarian (intermittent vegetarian) is included. In particular, as the preference for plant-based diets increases among those aged 20 to 34, the demand for vegan Korean food is naturally expanding.
In addition, the popular local blog ‘imwechsel.com ‘ also highlighted Korea’s side dish culture. The blog introduces 15 kinds of Korean side dishes, including vegetables, as healthy side dishes, and is drawing attention by providing simple recipes and nutritional information together. This is evaluated as providing an opportunity for Korean food to permeate the table of local consumers beyond simple introduction of Korean food.
Experts view the popularity of Korean food in Germany as a sign of the expansion of the Korean food convenience food (HMR) market in the future. Healthy foods centered on fermented vegetables such as herbs and kimchi act as fresh and attractive alternatives for European consumers, which is expected to further inspire the K-food brand’s localization strategy.
An aT official evaluated, “The fact that Korean herbs are naturally on the consumer table through a specific menu called bibimbap provides an important hint for export strategy in itself.”
Meanwhile, K-food exports in the first half of this year were estimated at $5.16 billion (about 7 trillion won), up 8.4% year-on-year. It is the highest on a half-year basis.
This is analyzed as a result of the overall strong export of agri-food, thanks to the global popularity of Hallyu foods such as spicy ramen and sauces.
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