Red bean, rice cake and fish shape win fans overseas

Binggrae ice cream exports reach 72.1 billion won

A package of red bean Bungeo Ssamanco sold in the United States. [Binggrae]
A package of red bean Bungeo Ssamanco sold in the United States. [Binggrae]

"Look at this cute little fish. The outside is like a waffle, and inside there's ice cream and chocolate."

That was the reaction of a foreign consumer in an Instagram Reel, turning a fish-shaped ice cream bar over in her hands after buying it at Costco. The product was Binggrae's Choco Bungeo Ssamanco, sold in the United States. First launched in South Korea in 1991, Bungeo Ssamanco has long been a steady seller at home — and is now commanding serious attention abroad.

At a hansik restaurant in Paris, a single Bungeo Ssamanco sells for 12,000 won ($9), served on a plate with caramel syrup drawn on to mimic the fish's eyes. The product itself differs little from what is sold in Korea, but in Europe it has found a second life as a novelty dessert.

Binggrae has good reason to be pleased. The company's ice cream exports have been rising steadily, with first-half sales this year reaching 72.1 billion won — up 19.9 percent from 60.1 billion won in the same period last year. Bungeo Ssamanco and Melona remain the top export drivers.

The ice cream has also become a must-try for foreign tourists visiting Korea. On social media, it regularly appears on lists of "ice creams you have to eat when you visit Korea." According to GS25, Bungeo Ssamanco sales surged 33 percent in August at the top 30 stores ranked by WeChat Pay and Alipay transaction growth, compared with the same period a year earlier.

The appeal lies in a shape rarely seen abroad and flavors that are genuinely unfamiliar to Western palates. The fish-shaped exterior sparks curiosity at first glance, while the red bean paste and rice cake filling in the original variety offer a taste and texture that many overseas consumers find exotic.

Binggrae has been stepping up its localization strategy to suit individual markets. Bungeo Ssamanco is now exported to more than 30 countries, including the United States, Canada, China, Vietnam and the Philippines. Beyond the original red bean flavor, the company has introduced strawberry, chocolate, matcha and corn varieties to cater to local tastes.

In Europe, Binggrae lowered the barrier to entry by developing a plant-based version, unveiled at ANUGA 2025 last October. The company researched plant-based ingredients to remove the dairy content from the original recipe, addressing non-tariff barriers on imported dairy products in the European market.

The company is also accelerating its push into Latin America. In Mexico, where it entered last year, Bungeo Ssamanco is now stocked at local retail chains including Soriana, HEB, Costco and La Comer. In the United States, the product has received a premium packaging redesign, setting it apart from the familiar look found at unmanned ice cream kiosks and positioning it as a K-snack.

"We plan to continue expanding our export markets and retail channels, and to roll out new products tailored to the characteristics and consumer preferences of each market," a Binggrae official said.


siuu@heraldcorp.com