South Korean food and beverage firms expand U.S. market presence

South Korean food and beverage companies are seeing significant growth in the United States by leveraging the K-food trend to offset declining domestic consumption.

Samlip has successfully expanded its presence in the U.S. through Costco without establishing local manufacturing facilities. By utilizing existing domestic production, the company tested products like cheesecake and ‘Borumdal’ chiffon cake in major retail chains. This strategy led to a 49.9% increase in Samlip’s second-quarter export volume compared to the previous year.

In the beverage sector, Korean soju exporters are targeting American consumers with localized fruit flavors. HiteJinro, Lotte Chilsung Beverage, and OB Brewery are all expanding their reach in the U.S. market. HiteJinro has utilized K-pop marketing, including an ambassadorship with BTS member V, to drive interest. Soju exports to the U.S. have grown by 28.4% over the last five years, reaching record levels last year as companies seek new growth opportunities outside of the shrinking South Korean domestic market.