By Kim Hayeon 

Exports of gochujang (red pepper paste) have soared thanks to the global popularity of Hallyu (Korean Wave).

The state-run Korea Agro-Fisheries & Food Trade Corp. and the Ministry of Agriculture, Food and Rural Affairs on Jan. 23 said in a report on market segments of processed food that overseas shipments of gochujang reached USD 50.93 million in 2020.

Such exports surpassed USD 50 million for the first time and rose 62.6% from 2016.

In 2020, the U.S. was the top export market for gochujang with a share of 26.4%, followed by China with 17.3%, Japan 10.3%, the Philippines 6% and Canada 4.3%. 

Exports to Thailand, in particular, surged 113.2% to USD 1.66 million.

By continent, Asia accounted for 44%, North America 26.4% and Europe 26.2% of gochujang shipments abroad.

Latin America also saw a huge jump in 2020 in exports of the spicy paste of 194.4% to USD 521,000.

The rising global popularity of gochujang lies in the synergy between the worldwide boom in Hallyu and domestic corporate efforts to localize their products.

The degree and sugar content of spiciness were adjusted for customers abroad, and containers were made easier to use. In addition, gochujang exporters developed products that qualified for halal or vegan certification.

"Interest in Korean food has increased as more people watch K-pop stars eat Korean food in videos or Korean dramas," the corporation said, "Gochujang is being recognized as trendy content of food culture that K-pop celebrities like BTS enjoy."

Outbound shipments of Korea's soybean paste doenjang also jumped 29.1% to USD 11.72 million in 2020, or 44.8% higher than in 2016, the report added.

Such exports to Singapore skyrocketed 141.3% and those to Thailand jumped 89.5% year on year, despite both markets traditionally having low demand for doenjang.

Since 2010, the corporation and ministry have studied market segments of processed food every year to support the food industry and strengthen its competitiveness.

hayeounk8@korea.kr