Boonrawd Trading Co, based in Thailand, expanded its Masita seaweed snack brand with two new products: Seaweed Rice Seasoning and Big Size Korean-style roasted seaweed. The company aims to tap into the rising popularity of the Korean food culture in Thailand.

The Seaweed Rice Seasoning comes in two flavours, original and Korean spicy, while the Big Size Korean-style roasted seaweed is only available in original flavour. The immense popularity of Korean dramas and K-pop is helping popularise every major aspect of Korean culture, including music, fashion, skincare and food. Moreover, the increasing number of Korean expatriates in Thailand, drawn by business opportunities, favourable weather conditions, lower cost of living and the Thai way of life, is a key factor to stimulate demand for authentic Korean food. Combining this with Thai consumers’ curiosity to try new cuisines has led to the surge in demand for authentic Korean ingredients. This is substantiated by a recent GlobalData Q4 2022 consumer survey, which revealed that almost half (47%) of Thai consumers enjoy local and international cuisines equally. Notably, when looking at Gen Z cohorts specifically, one in five (19%) stated that they specifically prefer international cuisines over local, suggesting a growing sentiment toward globalisation and experimentation among younger consumers.

Consumers are more concerned about their health and well-being than ever before. According to the same survey, 42% of consumers in Thailand said that how a product affects their health and well-being often or always influences their product choice. The company claims that the products are free from MSG (monosodium glutamate) and made from high-quality, authentic Korean ingredients. This will appeal to consumers who are more mindful of their health and well-being, seeking better-for-you food choices that are both nutritious and delicious.

It is likely that more Korean-based or influenced offerings will hit Thai stores in the near future, creating new opportunities for other international brands to expand into the market.

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By GlobalData