THE K-craze: FMCG companies to restaurants, all ride 'Hallyu Wave'

Companies expand offerings beyond noodles, trade witnessing a food twist

The pandemic-induced lockdown introduced people to many new things. While home-baked sourdough bread and dalgona coffee are just some fads that came and vanished, the Hallyu Wave – a phenomenon about the growing global prominence of South Korean pop culture – refuses to die down.

As K-dramas and K-music continue to enthral Indian fans, Korean food products, too, are having their moment under the sun. Fast-moving consumer goods (FMGC) companies are riding the Hallyu wave and expanding offerings beyond just ramen to cater to this new taste profile of consumers.
 

Earlier this year, South Korean FMCG company