Global K-pop sensation Rosé, known for her hit collaboration “APT.” with Bruno Mars, recently shared her love for Korean snacks on a YouTube channel. (Photo: a screenshot from Youtube)
SEOUL, Jan. 2 (Korea Bizwire) — Global K-pop sensation Rosé, known for her hit collaboration “APT.” with Bruno Mars, recently shared her love for Korean snacks on a YouTube channel, praising the spicy version of Nongshim’s Shrimp Crackers.
“They get spicier as you eat them,” she remarked, while also reminiscing about celebrating birthdays during her trainee days with stacks of Lotte Choco Pies when money was tight.
Her snack taste-test video, part of a “Snack Wars” series comparing Korean and British treats, garnered 2.7 million views in just three weeks. The channel has also featured “Squid Game” star Lee Jung-jae sampling Korean snacks and beverages.
This growing international attention to Korean snacks mirrors the broader success of K-culture. According to customs data released on January 1, snack exports from January to November 2024 surged 16.5% year-on-year to exceed $700 million for the first time, a dramatic increase from $430 million in annual exports in 2018.
“The Korean Wave has significantly boosted snack exports,” a Ministry of Agriculture, Food and Rural Affairs official noted. China, the United States, and Japan are the primary export destinations.
Beverage exports also rose 14.9% to $600 million, with China, the United States, and Vietnam as key markets. Combined snack and beverage exports reached $1.3 billion, likely surpassing 2 trillion won when December figures are included.
As domestic consumption stagnates, Korean food companies are increasingly focusing on international markets. Lotte Wellfood appointed NewJeans as brand ambassadors for their Pepero and Zero brands, featuring the group in outdoor advertisements across New York’s Times Square, Los Angeles, and Ho Chi Minh City in November. Pepero’s export sales exceeded domestic sales for the first time in the first half of 2024, and the company plans to begin its first overseas production in India later this year.
Orion is expanding distribution channels for its Ggobuk Chips in the United States, and is considering local production facilities if sales continue to grow, while Crown-Haitai Group has established new factories in Asan, South Chungcheong Province, positioning them as export bases due to their proximity to Pyeongtaek Port.
Ashley Song (ashley@koreabizwire.com)
