[News Culture] South Korea is looking to build on the international success of its food exports with a new campaign aimed at bringing Korean seafood to more consumers worldwide.
Korean fried chicken, kimchi and instant noodles have become increasingly familiar to overseas diners, supported by the global reach of Korean entertainment and a growing presence in international supermarkets and restaurants. Seafood is emerging as another growth opportunity, with dried seaweed leading exports and processed seafood products finding new markets.
The Ministry of Oceans and Fisheries will launch the 2026 K-Seafood Global Weeks on November 7, running through November 28. Now in its tenth year, the promotional campaign will bring together 154 Korean seafood companies across 144 online and physical retail outlets in 17 countries, including China, the United States and Japan.
The campaign coincides with two of the world's biggest shopping events: China's Singles' Day on November 11 and Black Friday in the United States on November 27. Both have become major opportunities for retailers to attract consumers through discounts and seasonal promotions.
Participating companies will offer discounted products, tasting events and promotional activities through international retail networks. Online sales will involve 26 outlets, including dedicated K-Seafood storefronts on platforms such as Taobao, JD.com, Amazon, H Mart and Shopee. The featured products include Korean seaweed, fish cakes and other processed seafood.
Physical retail promotions will take place at major supermarket chains and Korean restaurants, including Metro and Lida Mart in China and LEE Mart in Singapore. These events are intended to introduce Korean seafood to customers who may have encountered Korean cuisine through restaurants or popular culture but have yet to purchase the products themselves.
Seaweed remains the strongest example of Korean seafood's international commercial potential. South Korea's seafood exports reached a record $3.33 billion in 2025, with seaweed accounting for $1.13 billion, up 13.7% from the previous year.
Its versatility has helped drive that growth. Once associated primarily with Korean meals, dried seaweed is increasingly marketed abroad as a convenient snack, while seasoned and flavored varieties appeal to consumers looking for ready-to-eat products. Tuna, mackerel, squid, oysters and abalone also contribute to the country's seafood export portfolio.
The broader popularity of Korean cuisine provides another opportunity for seafood exporters. According to a 2025 international survey of Korean food consumers, awareness of Korean cuisine reached 68.6%, an increase of 2.9 percentage points from the previous year. Satisfaction among respondents who had tried Korean food stood at 94.2%.
While Korean fried chicken, kimchi and bibimbap remain among the most recognizable dishes, the expanding market for Korean food could create demand for a wider range of ingredients and prepared products. Exporters are increasingly looking beyond traditional Korean grocery customers to reach mainstream supermarkets, restaurants and hospitality businesses.
This year's campaign places particular emphasis on the food service industry. In Vietnam, Taiwan and Indonesia, 57 participating hotels and food service establishments will develop and promote dishes featuring Korean abalone, oysters and olive flounder.
Cooking demonstrations and locally adapted menus will accompany the promotions, allowing chefs and consumers to explore how Korean seafood can be incorporated into regional cuisines rather than served exclusively in traditional Korean preparations.
The strategy reflects a broader effort to diversify seafood exports beyond packaged retail products. By establishing relationships with hotels and restaurants, Korean suppliers hope to create additional channels for ingredients that require more specialized preparation or distribution.
The Ministry of Oceans and Fisheries said it would continue supporting seafood exporters as they seek to expand their international presence. The campaign will test how far the popularity of Korean seaweed and growing interest in Korean cuisine can translate into sustained demand for a broader range of seafood products.
Reported by News Culture M.J._mj94070777@nc.press
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