Not only are Korean food brands expanding abroad, but major catering companies are also seeking opportunities overseas. As Korean food gains traction globally, interest in Korean-style catering is growing. Seeing long-term potential, South Korea’s leading food service firms are actively expanding into international markets.
According to the food industry, South Korean catering companies such as Ourhome, Hyundai Green Food, and Samsung Welstory have steadily increased their overseas presence. They operated 253 overseas catering sites in 2020, and by the end of last year, the number had grown by about 20% to 313.
In the past, these caterers primarily served their parent conglomerates when expanding abroad. Now, they are securing contracts with independent foreign businesses.
Samsung Welstory is a prime example. About 80% of its overseas catering sites now serve external clients rather than Samsung affiliates. Its major customers include Vietnam’s leading tech firm FPT Software, global tire maker Michelin, and Regent, the world’s largest apparel OEM manufacturer.
Ourhome is focusing on Vietnam, where over half of its corporate catering clients are local companies rather than South Korean firms. Hyundai Green Food is also expanding its global footprint. In December last year, it partnered with the Korea Agro-Fisheries & Food Trade Corporation (aT) to promote K-Food through overseas catering. Since entering the United Arab Emirates in 2011, the company has expanded its international operations, generating more than 90 billion won in overseas catering revenue last year.
The growing popularity of Korean food is fueling this expansion. In the past, South Korean catering firms had little advantage over local providers aside from competitive pricing. But now, as more people develop a taste for Korean cuisine, their ability to prepare authentic Korean dishes has become a key selling point. “We’re benefiting from the Hallyu (Korean Wave), and demand has grown significantly in Southeast Asia,” said an industry insider.
Each company is taking a slightly different approach to overseas expansion. Samsung Welstory is training and deploying Korean cuisine specialists to strengthen its market position. The company aims to generate 30% of its total revenue from overseas operations by 2033. Ourhome is also sending nutritionists and chefs from Korea to its international locations.
Hyundai Green Food, meanwhile, is focusing on making Korean food easier to prepare by supplying semi-prepared ingredients and ready-to-eat meal kits. This strategy helps local staff unfamiliar with Korean cuisine replicate authentic flavors more easily, addressing potential staffing issues.
To support these companies, South Korea’s Ministry of Food and Drug Safety (MFDS) is helping them navigate international food regulations. The ministry has compiled food safety guidelines for seven key markets, including the U.S., Canada, India, China, Vietnam, Saudi Arabia, and the UAE. The report covers food safety laws, licensing procedures, regulatory agencies, facility standards, business compliance requirements, and enforcement criteria.
“As more South Korean catering companies expand overseas each year, many struggle with a lack of clear information on food safety regulations in their target markets,” an MFDS official explained. “This initiative is meant to help them navigate those challenges.”
