Partnership with Colombia's largest Asian food retailer

Processed food exports to Colombia up 30%

Three participating firms land first-ever overseas sales

Five companies sign $500,000 supply deals

KOTRA's headquarters in Yangjae, Seoul. [KOTRA]
KOTRA's headquarters in Yangjae, Seoul. [KOTRA]

Hallyu, driven by K-dramas and music, is translating into food consumption in Colombia. As interest in food featured in Korean content grows, products ranging from ramyun and sauces to beverages and health-focused processed foods are making inroads into the local market.

The Korea Trade-Investment Promotion Agency (KOTRA) announced Saturday that it held a K-food promotional fair in Bogota, the Colombian capital, for three days beginning June 24, in partnership with Ipermar, Colombia's largest Asian food retailer.

The event was the first K-food promotional fair held in Colombia. Seven South Korean K-food companies took part, introducing Korean processed foods to local consumers and retail industry representatives.

Colombia is considered a market with stringent food certification and registration requirements. Even so, demand for Korean processed foods is growing rapidly. Last year, South Korea's K-food exports to Colombia rose 30 percent from the previous year to $4.35 million.

KOTRA partnered with Ipermar — which draws about 30,000 visitors a week — to expand direct contact with local consumers. Rather than simply displaying products, the agency ran programs combining food tastings, hands-on experiences and cultural content.

The fair featured a VIP tasting session attended by local retail representatives, government officials, influencers and food service industry figures. A "K-cocktail bar" serving drinks made with Korean soju and a cooking class where visitors could learn to prepare hansik were also on offer.

A program linking K-content popularity to food consumption drew particular attention. A "From Screen to Table" event recreating dishes from Korean dramas drew more than 100 participants. Korean titles appeared in Colombia's local Netflix weekly top 10 for 32 weeks last year, reflecting the enduring popularity of K-content in the country.

CJ CheilJedang, Nongshim and other major South Korean food companies supported the fair's programming. The event also produced tangible business results: three of the participating companies secured placement in local retail channels, marking their first-ever overseas export deals. Five companies signed K-food supply contracts totaling $500,000.

The product range also broadened. Beyond the already well-known ramyun, sauces and beverages, protein-enriched and low-sugar products aligned with Colombia's wellness consumption trend drew strong interest from local buyers and consumers. Hallyu consumption, analysts say, has moved beyond mere curiosity and into everyday food purchasing.

KOTRA's Bogota trade office plans to continue promoting products placed in local stores by working with local influencers after the fair. The influencers involved have followings of more than 300,000.

The agency also plans to regularize and expand its K-food export marketing and promotional projects. It will formally launch a consumer goods certification support desk to help South Korean small and medium-sized enterprises navigate the local certification and registration procedures they find difficult.

"Demand for K-food in Colombia, the fourth-largest economy in Latin America, has entered a full-scale expansion phase," said Seong Gi-ju, head of KOTRA's Bogota trade office. "We will support K-food's successful establishment on Colombian dining tables through close cooperation with leading local retailers and diverse marketing efforts."


kwater@heraldcorp.com