South Korean cuisine is making significant inroads into the Halal market, particularly in Southeast Asia, a region with a substantial Muslim demographic. This trend reflects the growing global demand for diverse culinary experiences that cater to Halal dietary guidelines.
Paris Baguette, a renowned bakery brand under South Korea’s SPC Group, exemplifies this trend. The brand’s aggressive expansion in Southeast Asia is notable, with seven new store openings between November 8 and December 12 in key cities across Malaysia, Singapore, and Indonesia. This expansion is unprecedented since Paris Baguette’s initial foray into the region in 2012. The new outlets in Kuala Lumpur, Singapore, Surabaya, and Medan underscore the brand’s strategic focus on Southeast Asia, aligning with its ambition to establish itself as a global premium brand. This move capitalizes on the rapid economic growth and evolving consumer trends in these countries.
The brand’s approach to market penetration in Southeast Asia involves forming joint ventures with local entities. In Malaysia and Indonesia, Paris Baguette has established partnerships to enhance its market presence. Additionally, the brand’s recent master franchise agreement with Berjaya Food Group and Middle Trade aims to expand its footprint in the Philippines.
A key element of Paris Baguette’s strategy is tapping into the Halal market, which accounts for a significant portion of the global population. To this end, the brand is set to inaugurate a factory in Johor Bahru, Malaysia, dedicated to local production, thereby ensuring compliance with Halal standards.
Beyond bakery products, other Korean culinary staples are also gaining traction in the Halal market of Southeast Asia. For instance, ATTAL, a Korean tteokbokki franchise, recently achieved a milestone by obtaining Halal certification from JAKIM, one of the leading Halal certification bodies globally. This certification, covering a range of products including tteokbokki, fish cake soup, and jjajang sauce, positions ATTAL as a pioneer in Korea’s home meal replacement sector with JAKIM Halal certification. The company’s strategy involves expanding its reach in Halal-dominated markets, from Southeast Asia to the Middle East and Africa.
Another Korean brand, GOPIZZA, known for its single-serve pizzas, has also secured Halal certification. The brand has established a specialized factory in Jakarta, Indonesia, as part of its global market expansion strategy. This move signifies the growing importance of adhering to Halal standards for food businesses seeking to thrive in diverse markets.
In summary, South Korean food brands like Paris Baguette, ATTAL, and GOPIZZA are strategically positioning themselves in the Halal market of Southeast Asia. Their expansion, marked by new store openings, Halal certifications, and local partnerships, reflects a broader trend of culinary globalization and the increasing importance of catering to diverse dietary needs and preferences. This expansion not only meets the demand for Halal food but also introduces the rich flavors of Korean cuisine to a wider audience.