Korean food firms seek to expand business in Middle East
A football fan looks at CJ CheilJedang's Bibigo products at a K-Food zone in Doha, Qatar, on Dec. 4. Courtesy of CJ CheilJedangCJ, Nongshim, Daesang, Samyang launches aggressive marketing at Qatar World CupBy Kim Jae-heunFootball is not the only boom in Qatar and other Middle Eastern countries. Korean food is captivating the taste buds of many locals as the popularity of Korean culture spreads in the region, according to food industry officials. Over the past few years, sales of Korean food items there have grown rapidly thanks to YouTube content, like “Buldak Ramen” challenges with Samyang Foods' instant noodle, and the Oscar-winning film Parasite that featured Nongshim's “Jjapaguri” noodle product.As the market for Korean foods shows potential there, local food firms like CJ CheilJedang, Daesang, Nongshim and Samyang Foods have started expanding their business in the Middle East. They are especially taking advantage of the ongoing World Cup to promote their products. CJ CheilJedang has already begun selling its popular products such as dried seaweed, kimchi
