Nongshim pushes deeper into UAE as demand for Korean food rises

Nongshim is expanding its UAE strategy as Korean food gains traction with consumers and trade data shows growing export momentum. The company is leaning on retail expansion, stronger visibility and live brand experiences to turn trial into repeat purchases.

Why it matters: - The UAE is becoming a stronger market for Korean food, creating a bigger opening for Nongshim’s ramen and other Korean products. - Conversion from awareness to repeat purchase is now the main growth challenge. - Stronger category demand could support broader shelf presence and more regular consumption beyond one-off trial.

What happened: - Nongshim said it is sharpening its UAE strategy as consumer interest in Korean food grows. - South Korea’s Ministry of Agriculture, Food and Rural Affairs said Korean agri-food exports to the UAE reached about USD274.8 million in the first ten months of 2025, up 23.2% year on year under the ministry’s broad agri-food classification, which includes tobacco. - Within edible categories, ramyun exports reached USD19.0 million, up 4.1%. - Sauce exports reached about USD2.2 million, up 63%. - Beverage exports reached USD2.1 million, up 73.7%. - Ice cream exports reached USD1.1 million, up 40.4%. - Nongshim has recently used the Shin Ramyun Miniverse and the Bunsik K-Style Noodle Bar at MEFCC Abu Dhabi to extend the brand experience beyond packaged retail.

The details: - The 2025 Overseas Hallyu Survey found that 78.3% of UAE respondents who had experienced Korean food said they liked it. - That compares with an average of 73.4% across the 28 markets surveyed. - Nongshim plans to expand retail availability in the UAE. - Nongshim also plans to strengthen in-store visibility. - Nongshim plans to broaden consumer engagement around its portfolio. - The company is building around Shin Ramyun and newer products such as Shin Toomba. - Nongshim said the goal is to turn growing awareness and trial into repeat purchases and sustainable category growth. - Founded in South Korea in 1965, Nongshim sells instant noodles, snacks and other food products globally. - Shin Ramyun is one of Nongshim’s most internationally recognised brands. - More information is available in Nongshim’s website.

Between the lines: - The UAE strategy is shifting from basic brand awareness to distribution, shelf execution and culturally relevant experiences. - The company is trying to make Korean food easier to find and more routine in everyday shopping. - The emphasis on live events suggests Nongshim sees experiential marketing as a way to convert curiosity into purchase behavior. - The broader export data suggests Korean food is gaining traction across multiple categories, not just noodles.

What's next: - Nongshim will focus on broader retail availability in the UAE. - The company will push for stronger in-store visibility. - Nongshim will continue building locally relevant consumer experiences. - Future growth will depend on whether awareness can translate into sustained category demand.