Twenty-eight Vietnamese food companies are participating in Seoul Food 2026, marking a significant push into the South Korean market. Amid growing trends toward health, eco-friendliness, and convenience, these companies aim to expand exports and discover new partnerships by showcasing high-value products.
According to Vietnamese media reports on June 10, Seoul Food 2026 opened on June 9 at KINTEX in Goyang, South Korea, and runs until June 12. The event features around 1,800 booths, attracting food companies, importers, distributors, and retail chain representatives from various countries. Organized by the Korea Trade-Investment Promotion Agency (KOTRA) since 1983, this expo is recognized as the largest food exhibition in South Korea and a leading event in Asia.
The Vietnamese exhibitors are showcasing a range of products, including coffee, beverages, processed fruits, cashews, pepper, natural spices, processed seafood, nutritional foods, organic products, and tropical agricultural goods. This shift reflects a move away from a focus on raw materials and semi-processed goods toward deeper processing, brand development, and increased value addition.
During his visit to the booths, Ambassador Vu Ho met with company representatives to discuss product promotion, partnership opportunities, and the potential for market expansion in South Korea. He noted that while there is a high demand for quality, food safety, and sustainability in the South Korean market, it also presents significant potential for agricultural products, food, and beverages.
He further mentioned that South Korea's experience in growing its food industry alongside K-culture offers valuable insights. "Combining product quality, processing technology, modern packaging, cultural storytelling, and national branding strategies is worth considering," he said.
Seoul Food has evolved beyond a mere event to become a crucial platform for business connections. Through B2B programs, participating companies can engage directly with South Korean importers, distribution systems, and major retail networks. This setup not only facilitates short-term orders but also fosters long-term collaboration opportunities. Buyers from Japan, China, ASEAN, the Middle East, and North America are also participating, broadening trade connections.
South Korea ranks as the fourth-largest economy in Asia, with its food and beverage market being one of the largest in Northeast Asia. Due to limitations in agricultural land and natural conditions, the country has a high dependency on imports for tropical agricultural products, processed foods, seafood, and food raw materials.
According to the Vietnamese Trade Office, the current trends in the South Korean food market can be summarized into three main categories: health orientation, eco-friendliness and sustainability, and convenience. Following the pandemic, there has been a rapid increase in interest in functional foods, low-sugar and low-fat products, and natural ingredient items. Additionally, considerations such as ESG, carbon emissions, eco-friendly packaging, and traceability have increasingly influenced purchasing and procurement criteria. The rise of single-person households and accelerated urban living have also driven demand for ready-to-eat meals, frozen foods, and convenience-packaged products.
These changes present new opportunities for key Vietnamese products, such as processed tropical fruits, coffee and beverages, spices, nutritional foods, and processed agricultural goods. There have been numerous instances where companies have secured long-term partners through past Seoul Food events, expanding exports not only to South Korea but also to other markets.
Meanwhile, Vietnam and South Korea have set a goal to increase bilateral trade to $150 billion by 2030. As electronics, manufacturing, and investment sectors grow, agricultural products and food and beverages are emerging as new growth drivers. The participation of Vietnamese food companies in Seoul Food 2026 is seen as a test to enhance the international competitiveness of Vietnamese food and expand participation in the global supply chain.
* This article has been translated by AI.
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