‘Gateway to Asean’: South Korea bets on Vietnam hub for food expansion

South Korea is strategically positioning Vietnam as a logistics and distribution hub to expand its food exports across Southeast Asia. Previously viewed as a direct market for products like kimchi and instant noodles, Vietnam is now intended to serve as a base for a broader regional push. This initiative aims to leverage the popularity of Korean culture, known as Hallyu, to create sustained demand for Korean food throughout Southeast Asia. Analysts suggest that for this strategy to succeed, South Korean exporters must go beyond cultural appeal. They will need to ensure cold-chain reliability, adapt products to local tastes, and clearly define a premium offering to meet the expectations of discerning consumers in the region.