Korean food exports face tough battle in Vietnam

Korean food products have gained international prominence, with specific labels such as Buldak igniting a unique consumer frenzy and a virtual fan movement that extends across countries and continents. From instant noodles to snacks, baked goods, fruit and manufactured seafood, Korean food offerings have become sought-after items for merchants beyond Korea's borders.

K-Market in Vietnam, a network of 150 independently operated mid-sized supermarkets, focuses on Korean food items and other Korean products. The largest Korean-owned retailer in the nation also manages a distribution hub in Ho Chi Minh City and Hanoi, enabling product delivery to stores in the country's main commercial centers in both northern and southern regions.

Despite steering K-Market for 20 years, its Chairman Ko Sang-goo expresses concerns about the company's future. As a retail industry maverick in Vietnam, he likens his position to that of a Korean soldier battling global merchants. Recently, he observes Japanese and Chinese brands expanding in Vietnam's retail scene, enlarging their market presence. To him, Korean products face a tough battle.