MALAYSIA EYES LARGER SHARE OF SOUTH KOREA’S HALAL FOOD MARKET

From Linda Khoo

SEOUL, Nov 24 (Bernama) -- Malaysia’s halal products are poised to gain a stronger foothold in South Korea’s fast-growing convenience and premium food sector, driven by rising demand for halal, organic and sustainably sourced goods.

Leveraging the Department of Islamic Development Malaysia’s (Jakim) globally recognised halal certification and the country’s decade-long lead in the Global Islamic Economy Indicator, Malaysian brands are positioning themselves as premium, trusted and convenient choices for Korean consumers.

Malaysian Ambassador to South Korea Datuk Mohd Zamruni Khalid said Malaysia’s robust halal ecosystem and export capabilities have reinforced its status as a trusted trading partner for South Korea, as Korean consumers increasingly embrace halal-certified products and ethical consumption trends.

He noted the republic’s convenience food market is valued at US$7.27 billion (US$1 = RM4.15) and is projected to expand at an annual rate of 11.43 per cent between 2025 and 2030, according to Statista.

“With this strong outlook, halal-certified and quality-driven Malaysian brands are well placed to capture a larger share of Korea’s premium food segment,” he told Malaysian media.

Several Malaysian brands, including Amazin’ Graze, OldTown White Coffee, PopsMalaya and Spritzer, have already gained traction in South Korea, spanning categories from healthy snacks and beverages to confectionery and mineral water.

Looking ahead, Zamruni said products with Malaysian or ASEAN flavour profiles, halal-certified ready meals, frozen tropical fruits such as durian, niche ingredients and sustainably sourced items are expected to see robust growth as Korean consumers diversify their tastes.

He highlighted three areas where Malaysia can strengthen its market presence: halal certification, supply chain transparency and product-market fit.

Transparent supply-chain practices, including documentation of sustainable palm oil, organic farming and low-carbon production processes, are increasingly important as Korean buyers seek ethically produced goods, he added.

Tailoring products to Korean consumption habits—such as single-serve formats, clean-label ingredients and premium packaging—will also help Malaysian brands compete more effectively.

Zamruni said growing recognition of halal as a benchmark for safe, hygienic and high-quality production is influencing Korean consumer behaviour, prompting more companies, including those outside the food sector, to launch halal-certified lines.

While South Korea’s halal market remains small, he said the global industry is vast and fast-growing, offering significant expansion opportunities.

Reflecting this confidence, South Korean brands are beginning to invest in the segment.

“Paris Baguette, under the SPC Group, launched its first halal food hub in Johor earlier this year, using Malaysia as a base to export bakery and confectionery products to Indonesia and the Middle East,” he said.

Zamruni said the ASEAN Trade Fair 2025 at the Korea International Exhibition Centre (KINTEX) in Ilsan plays a key role in helping Malaysian SMEs, food producers and halal industry players enter the Korean market.

“The trade fair provides Malaysian halal brands with direct access to Korean importers, retailers and food-service operators actively seeking premium, convenient and halal-certified products.

“By facilitating product sampling, business-matching sessions and one-on-one meetings, the fair helps Malaysian exhibitors build visibility, trust and commercial relationships in one of Asia’s most dynamic food and beverage markets,” he added.

From January to September this year, Malaysia’s exports to South Korea grew 2.2 per cent year on year to about US$8.9 billion, reflecting the continued strength of bilateral trade.

In 2024, South Korea imported around US$154.8 million worth of processed food from Malaysia, up 6.1 per cent from the previous year, underscoring the rising demand for Malaysian halal products.

-- BERNAMA