The Korean Pavilion at Food & Drinks Malaysia by SIAL 2025 (FDM2025) featured new players and K-Food innovation. The trade exhibition is held at MITEC Kuala Lumpur and runs until July 3.
Korean brand recognized
At the official opening ceremony, there was a SIAL Innovation Awards (Malaysian Edition) 2025 presentation. The award recognizes forward-thinking food and beverage products based on originality, formulation, packaging, sustainability, technology and market potential. There were 144 submissions from Malaysia, Singapore, Thailand, Korea, Pakistan, and Poland.
With its BlueMush Steamed Frozen Abalone, THE PIRATES Co., Ltd. was the only Korean company selected as one of the 11 finalists.
Of its innovative product, THE PIRATES Co., Ltd. international department manager Won Donjin said, "Our frozen abalone can be prepared in a quicker time compared to other frozen abalone products in the market. As it is steamed, not blanched, it retains the flavor.”
The company handles both wild-caught and farmed seafood from Korea’s surrounding seas, and connects seafood suppliers and consumers by innovating the process of seafood production and distribution. It currently exports to countries such as the US, Canada, HK, and Japan.
Won is happy to note that Malaysian importers, distributors and online sellers have expressed interests in their products at the exhibition.
Malaysian debut
Aside from THE PIRATES Co., Ltd,, there were other companies also making their first foray into the Malaysian market via the Korea Pavilion at FDM2025.
One example is the Korea Citrus Export Corporation, which represents 95% of Korea’s citrus growers and helps citrus farmers to promote their produce overseas.
“In 2020, we exported 56 tonnes of citrus to Malaysia. By 2024, that number grew to 150 tonnes,” said corporation director E. K. Yang.
The variants exported depend on the season. Outdoor Mandarin, which is exported in November and December, is popular in Malaysia, especially during the lunar new year season.
“We have participated in exhibitions in Singapore many times but this is the first time we are exhibiting in Malaysia. With the increasing market demand, we decided to showcase our products in Malaysia.”
The corporation will later exhibit in Singapore in September this year and they plan to also make a visit to Malaysia then.
Hampyeong County makes its Malaysian debut with agricultural products such as mini pumpkins, juice packs, rice snacks, and a variety of ready-to-consume items.
“Hampyeong produces a wide variety of seasonal goods. We began promoting Hampyeong’s produce internationally last year, and we’re excited to introduce our products to Malaysia for the first time,” said Mayor Lee Sangleek, who led the delegation.
The Korea Fishery Trade Association (KFTA) also marked its first Malaysian appearance, bringing five companies from Busan to showcase a range of frozen and dried seafood, as well as meal kits tailored to modern consumer preferences.
The presence of new exhibitors and cutting-edge products shows that Korean companies are attuned to the growing global appetite for variety and innovation in K-Food. And the positive feedback from interested clients at the trade exhibition showed that this effort is well-received, signaling potential for future partnerships and market expansion.
How about this article?
- Like0
- Support0
- Amazing2
- Sad0
- Curious0
- Insightful0
