The South Korean food industry is positioning Mexico as a strategic base for penetrating the Latin American market, promoting K-Food products such as ramen, seaweed, ice cream, chicken, and red ginseng. The goal is to connect the rapidly growing demand for K-Food with actual sales growth.
According to industry sources, major companies including CJ CheilJedang, Nongshim, Binggrae, BBQ, and KGC will participate in the 'K-EXPO MEXICO 2026' at the WTC International Exhibition and Convention Center in Mexico City from September 24 to 27.
This expo, organized by the Ministry of Culture, Sports and Tourism and the Korea Creative Content Agency, will feature over 100 domestic companies from various sectors, including food, content, beauty, and consumer goods. It is the largest K-Expo held in Latin America to date, with product displays, experiential events, K-pop performances, and business matching sessions with local buyers.
Food companies will showcase their flagship products to promote K-Food. CJ CheilJedang will present Bibigo seasoned seaweed, seaweed chips, ramen, gochujang sauce, and instant rice, aiming to establish Bibigo as the representative Korean food brand.
Nongshim will set up an instant cooking station to allow attendees to experience 'Han River Ramen' firsthand. Previously, at the cultural festival 'Campo Marte 26' in June, Nongshim operated a tasting booth for Shin Ramyeon, attracting around 4,000 visitors in one day. The company plans to use the cooking station at the expo to promote both its products and Korean ramen culture.
Binggrae will introduce K-desserts with products like banana-flavored milk, Melona, and Bungeoppang. Currently supplying banana-flavored milk to local retailers such as Soriana and HEB, Binggrae aims to expand its market reach from Mexico to neighboring countries like Guatemala.
BBQ will highlight its Golden Olive Chicken. After opening its first location in Mexico City’s Sonarosa in July and a second in Monterrey in August, the company plans to enhance brand recognition through this expo. Jeonggwanjang will showcase red ginseng extract and promote K-red ginseng using traditional Korean elements like wrapping cloth and teapots.
The focus on Mexico by food companies is driven by the market's size and growth potential. With a population of approximately 130.74 million as of 2024, Mexico ranks as the 10th largest country in the world, featuring a median age of just 30.8 years, indicating a strong consumer base among younger demographics. The food market is projected to grow from $159 billion in 2020 to $213.4 billion by 2024, with an annual growth rate of 7.6%. By 2028, it is expected to reach $266.1 billion.
The growth of K-Food in the local market is evidenced by export figures. According to the Korea Agro-Fisheries & Food Trade Corporation, exports of Korean food to Mexico increased from $27 million in 2020 to $62 million last year, achieving an average annual growth rate of 18.1%. From January to July this year, exports reached $64 million, already surpassing last year's total.
Ramen is a leading product driving this growth, with exports to Mexico rising from $2.68 million in 2020 to $24.07 million last year, nearly a ninefold increase. Seaweed exports reached $4.36 million last year, a 13% increase from the previous year, while exports of sauces, including gochujang, grew by 65.3% to $830,000.
Mexico's established trade network connecting North America and Latin America is also an attractive factor. With active trade relations not only with the U.S. and Canada but also with Central American countries like Guatemala and Colombia, companies are looking to secure product recognition and distribution channels in Mexico before expanding into surrounding markets.
An industry representative stated, "Mexico is becoming an increasingly important market in Latin America due to its large population and rapidly growing demand for K-Food. We are not only focused on gauging local consumer reactions but also on expanding our distribution networks to grow our business into neighboring countries."
* This article has been translated by AI.
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