"K푸드 외교"…파리지앵 홀린 '신라면'

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Samyang, Nongshim, Ourhome, Samlip leaders double down on Europe with new lineups, amid surging exports

Samyang Foods Chairperson Kim Jung-soo poses with the company’s Buldak mascot at SIAL Paris 2026 in Paris Nord Villepinte on Saturday. (Samyang Foods)

Korea’s top food executives are out in force this week at SIAL Paris 2026 — Europe’s leading food and beverage trade fair — showcasing their flagship brands alongside the new products set to drive growth in what has become one of K-food’s fastest-growing markets.

The five-day fair, running through Wednesday, draws about 8,000 exhibitors from over 130 countries, among them 11 Korean food firms, such as Samyang Foods, Nongshim, Ourhome, Samlip, Binggrae and Lotte Wellfood.

Samyang Foods said Tuesday that Chairperson Kim Jung-soo visited its booth on opening day Saturday, encouraging staff and checking the setup, then toured the fair to study global food trends.

At its first SIAL appearance, the ramyeon company paired its flagship Buldak noodles with Tangle, a protein pasta brand for health-conscious consumers, to diversify its portfolio in a market where sales are surging. Its European unit posted 183.1 billion won ($138 million) in sales last year, more than five times the figure a year earlier.

Nongshim CEO Jo Yong-chul led export talks with global buyers at the event, where the company debuted Shin Ramyun Rose, a creamy take on its classic noodle, in Europe. Nongshim also became the first exhibitor in the fair’s history to host simultaneous cooking and tasting events indoors and outdoors.

"We will widen our reach to consumers at SIAL Paris and offer food industry players and shoppers worldwide a new experience only Shin Ramyun can deliver," Jo said.

Ramyeon still accounts for much of K-food’s demand in the region, but the market is also drawing players from outside the noodle aisle.

Kim Dong-seon, president and head of future strategy at Hanwha Machinery & Services Holdings, came to Paris to lend weight to the overseas expansion of Ourhome.

The food and catering giant took the fair’s frozen food grand prix for a noodle dish. Following its 2024 win for a kimchi product, it became the first Korean food company to claim the prize twice in a row.

"He visited the booths of various global food companies, including Ourhome, to gauge the industry and market," an Ourhome official noted. The caterer is courting foreign clients and expanding exports, with overseas markets generating 9.41 percent of its 2.45 trillion won in revenue last year.

Korean baked goods also claimed floor space, led by SPC Group’s Samlip, which placed five items among the SIAL Innovation selections.

CEO Jeong In-ho pitched about 40 products to buyers in person, from hotteok — a fried and filled Korean street food pastry — to a soft cheesecake sold at Costco in the US. The company aims to lift global sales from about 75 billion won to 500 billion won by 2030.

The strong executive showing tracks Europe’s rising demand for K-food. Korean food exports to the European Union rose 23.5 percent on-year to $728.38 million in the first nine months of the year, according to the Agriculture Ministry.

For all its export momentum, Europe remains a tough market, industry officials caution.

"European interest in K-food is growing, but the region has tough food regulations," one industry official said. "The challenge now is to move past fleeting popularity and turn buyer contacts into export contracts and stable distribution."

Samlip CEO Jeong In-ho (front right) introduces the company’s products to overseas buyers at SIAL Paris 2026 on Saturday. (Samlip)

minmin@heraldcorp.com