Samyang, Nongshim, Binggrae head to Bangkok’s biggest food show
bhc Chicken adds Jakarta mall outlet as K-food footprint widens
South Korean food and restaurant brands are accelerating their expansion in Southeast Asia by using Asia’s largest food trade show in Bangkok and new stores in Indonesia to get closer to local consumers.
Samyang Foods, Nongshim, and Binggrae will exhibit at THAIFEX – Anuga Asia 2026, running from May 26 to 30 at IMPACT Muang Thong Thani in Bangkok. The fair, Asia’s largest food and beverage exhibition, is expected to host over 3,000 exhibitors across 12 halls, making it a key meeting point for regional buyers and international brands.
At the Korean pavilion, Samyang Foods plans an experience-focused booth around its Buldak spicy noodles and newer lines like MEP and Tangle, offering tastings tailored to local preferences and social media activities to track visitor reactions. Nongshim highlights its Shin Ramyun range, including fusion formats such as Shin Ramyun Tumba and Kimchi Fried Noodles, aiming to secure more distribution deals with Southeast Asian retailers and food-service partners. Binggrae, known for Melona ice cream bars and Banana Flavored Milk, uses the show to meet with buyers and expand its cold chain and retail network in Thailand and neighboring markets.
The emphasis goes beyond product display. Samyang has designed separate zones for each flagship brand to test how local visitors respond to different flavors and spice levels. Nongshim is setting up a “Shin Ramyun snack bar” and photo corner so visitors can try products on the spot and share the experience online. Binggrae focuses its booth program on meetings with supermarket chains and convenience-store operators to strengthen year-round shelf presence rather than relying only on export shipments. Several other Korean players, including Daesang with its Jongga kimchi and O’Food lines, also use the Bangkok event to present broader portfolios aimed at ASEAN consumers.
In the restaurant sector, Korean fried-chicken chain bhc is adding local touchpoints. The company opened its second Indonesian outlet at Gandaria City, a large shopping mall in South Jakarta, following its first store in the capital. The new location serves signature flavors such as Bburinkle and Macho King, as well as “meal combo” sets tailored to local dining habits. Social media posts from Jakarta influencers and early visitors show the brand positioning itself as a mall-based casual-dining option rather than a delivery-only concept, reflecting a strategy to build recognition among walk-in customers.
Industry data underline why Southeast Asia is drawing attention. Exports of Korean food to Southeast Asia and Latin America rose from about 2.13 billion dollars in 2021 to an estimated 2.91 billion dollars last year, with Southeast Asia accounting for more than 2.5 billion dollars of the total. Analysts expect shipments to the two regions to reach roughly 4.5 trillion won this year and surpass 5 trillion won by 2029 if demand grows alongside the popularity of Korean pop culture.
By Min Byung-kwun, KDFN
kdf＠kdfnews.com
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