K-Food in India: Is there a future for Korean Food Market in India?
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Not long ago, if you craved Korean food in India, you'd either have to find a specific foreign grocery store or rely on a friend flying back from Seoul. Today? You’ll spot packets of Shin Ramyun, Korean BBQ-flavored Maggi, and Orion Choco Pies in mainstream supermarkets across Indian cities.
That’s not a coincidence. The Korean Wave—thanks to K-dramas, K-pop, and social media—has done more than entertain. It’s reshaped food preferences.
Today, K-food is no longer a niche—it’s becoming a business. And in India, it’s booming.
The Hallyu Effect: K-pop, K-dramas, and Now K-food
India’s love affair with Korean pop culture isn’t new. K-dramas and K-pop already had a loyal fanbase, but during the pandemic, this fandom exploded. Netflix reported a 370% rise in K-drama viewership in India in 2020.
And guess what? With K-dramas came cravings. People saw characters slurping ramyeon, sipping banana milk, grilling meats at 1 am—and they wanted in.
The result? Korean noodle sales in India jumped 162% in 2020 alone (source: Ministry of Commerce). The hashtag #KoreanFoodIndia took off, influencers filmed mukbangs, and suddenly, spicy ramyeon challenges were all over YouTube.
Just to give you a glimpse, I am adding a video. If you search for “Spicy ramen challenge India,” you will find many more videos.
From Craving to Consumption: Let’s Talk Numbers
When Indian viewers started seeing so much content and trends around K-food, how could they not get curious to taste it themselves? The curiosity raised other questions: What were those noodles they were always eating on screen? What does kimchi really taste like? Do they have a Vegetarian version of it?
That curiosity quickly turned into demand.
According to NielsenIQ, India’s Korean noodles market grew from ₹2 crore in 2021 to over ₹65 crore by 2023.
Indian imports of Korean food items rose from $1.5 million in 2020 to $12 million in 2024—an 8x jump.
Platforms like Zomato saw Korean food orders increase by 45% during the Squid Game craze in 2021, and they’ve stayed high since.
I know some of this data is old, but trust me, the craze is only becoming crazier. So the numbers are going to be much bigger today.
So, Who’s Cashing In? Korean Brands Go All-In
After seeing the rise in demand, Big Korean companies started taking India seriously. Some of the leaders at the moment are:
1. Orion
The maker of the now-iconic Choco Pie is not just selling in India—they’re making it here. Orion invested ₹200 crore in a Rajasthan plant to produce their flagship snack in a 100% vegetarian format for Indian consumers.
They’ve also launched Turtle Chips and collaborated with Indian celebrities like Palak Tiwari for brand visibility. Orion’s India sales grew 400% in one year, which says enough.
Source: Agro & Food Processing, March 2024
2. Nongshim & Samyang
Known for their ultra-spicy instant noodles like Shin Ramyun and Buldak Fire Noodles, these brands have built cult status among Gen Z and K-drama fans. In 2020, Nongshim saw a 130% increase in India sales, and they’ve since launched local-friendly options like Shin Ramyun Masala, Nongshim Kimchi! to appeal to vegetarian consumers.
Source: Chosun.com, Aug 2024 & Nongshim India Instagram
3. Ottogi
A quieter player but increasingly visible, Ottogi has made inroads with Jin Ramen, and they’ve emphasized vegetarian labelling and taste profile tweaks to better suit Indian preferences.
Indian Companies Want In Too
Well, then how can other food giants in India just sit behind and watch this??
Indian giants like Nestlé and ITC are launching Korean-inspired flavors (Maggi Korean BBQ, Bingo Korean Chips). Even startups are importing Korean sauces and kimchi or making them locally. Online grocery site Korikart says Korean food now outsells K-beauty.
Brands like KS Foods are manufacturing items like tofu and tteokbokki in India using 80% local ingredients to keep prices down but flavors up.
Some products in the Industry are:
Nestlé launched Maggi Korean BBQ Noodles.
ITC added Korean flavors to its Bingo chips line.
Knorr (HUL) now has Korean-inspired meal pots.
This localization is bringing K-flavors to Indian mass markets at affordable prices—removing price as a barrier to trial.
How Is Korean Food Adapting to India: Localisation?
Let’s be real—Korean food traditionally features meat, and India is a country where veg/non-veg is a big deal. Brands know that, and they are adapting fast.
To win in India, Korean food had to evolve. Here’s how brands are doing it:
Vegetarian Versions: You’ll see green dots (vegetarian symbol) on many ramen packs now. Choco-Pie in India? No gelatin. Ramyeon? Now in veg masala flavor. Even Korean restaurants offer mushroom bulgogi and veg kimbap.
Price Sensitivity: Korean ramen used to cost ₹100+ per pack. With local manufacturing, that’s dropping—especially as companies like Orion scale up local operations.
Flavor Tweaks: Indians love spice, but they also love masala and tang. That’s why new variants like Shin Ramyun Masala and cheesy gochujang noodles are being tested and embraced.
Seoul Restaurent: Delhi
Cafes & Restaurents: Well, the craze will be incomplete without K-cafes and K-food restaurants. and they are not leaving any aspect behind.
Menus are hybrid: Vegetarian bulgogi, kimchi dosa, or gochujang paneer are now a thing.
Presentation matters: K-cafés serve food that’s “Insta-ready”, and social sharing is driving more discovery.
Tier-2 cities are catching up: Places like Pune, Jaipur, and Guwahati are seeing new Korean eateries, driven by youth demand.
We are seeing the boom of K-food in India and thanks to social media its growing more and more. YouTube challenges, Instagram Reels, BTS snacking on Choco Pies—this is the new-age marketing engine. People don’t just eat K-food. They post about it. They challenge friends to try it. They Google how to make it. This cycle turns interest into habits and helps brands grow without spending crores on ads.
What’s Next for K-Food in India?
There’s real business potential here. A few things to watch:
✅ Local Manufacturing Expansion: Korean brands are exploring “Make in India” to lower costs and expand faster. Expect more localized factories and new product development.
✅ Mainstream Shelf Space: Korean food is moving from niche aisles to mainstream FMCG. Expect Korean-flavored snacks, ready meals, and sauces in your regular Big Bazaar or DMart.
✅ Franchise Opportunities: Korean restaurant chains have barely scratched the surface. Given the traction of BBQ joints and dessert cafés, India could become a key expansion market.
✅ Cultural Exchange Driving Demand: India is now South Korea’s 13th largest FDI partner, and Korean cultural exports (music, food, beauty) are steadily climbing. The consumer base is young, digital-first, and curious to try new things.
Final Thoughts
The rise of Korean food in India is more than a trend—it’s a case study in cross-cultural business success.
It’s about understanding the pulse of young consumers, localizing without losing identity, and tapping into the power of pop culture. For B2B players, this is a live example of how culture-driven demand can open new FMCG and retail opportunities in a market as complex—and as rewarding—as India.
If you're in food, FMCG, culture, or retail, K-food in India isn't something to just watch from the sidelines. It's time to explore how to participate.
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Written by: Nidhi Agrawal
Researched by: Ritu Ghorai
Sources: NielsenIQ, Times of India, Agro & Food Processing, TejiMandi, Chosun, Economic Times, company announcements