The South Korean company plans to ship 136,000 packages consisting of three tuna kimbap each to the mainland this month with an annual export target of 620,000 packs.“We sought the exports based on expectations of kimbap demand in Asian countries such as China as the kimbap boom in the US continued with short-form content about the food on major platforms such as TikTok getting more popular,” said a Pulmuone official.“Kimbap became a representative K-food as it is perceived as a cost-effective, simple and healthy meal.”Kimbap, or gimbap, are seaweed-wrapped Korean rice rolls, which are different from Japanese sushi rolls.
The plant-based food producer accelerated its expansion in China by establishing subsidiaries in Beijing and Shanghai in 2010.“We will increase sales channels based on the frozen kimbap’s competitiveness to be proven at Sam’s Club while launching more new Korean-style rice products to consolidate the K-food’s position in China,” said Yoon Sung-won, head of Pulmuone’s Chinese marketing division.
Major South Korean food company Pulmuone Corp.is set to bolster the K-food craze in China, the world’s No.2 populous country, with kimbap, seaweed-wrapped rice rolls.
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