Major Korean food companies will participate in THAIFEX-ANUGA 2026, Asia's largest food expo, held in Bangkok, Thailand, from May 26 to 30 local time, to tap into the Southeast Asian market. The companies aim to boost brand recognition and accelerate the expansion of their global distribution networks by showcasing localized products and experiential booths.
THAIFEX-ANUGA is co-hosted by the Department of International Trade Promotion (DITP) under Thailand's Ministry of Commerce and the Thai Chamber of Commerce (TCC) in partnership with Germany's "Anuga" food fair. This year, approximately 3,300 companies from about 60 countries are expected to participate, with around 88,000 buyers and visitors anticipated.
Nongshim (004370.KS) plans to highlight Shin Ramyun's global slogan, "Spicy Happiness In Noodles," and intensively promote strategic products including Shin Ramyun, Shin Ramyun Toomba, and Shin Ramyun Kimchi Stir-fried Noodles. The company will set up a tasting zone with a "Shin Ramyun Snack Bar" concept, serving Shin Ramyun cooked with instant cookers, while also displaying key products such as Chapagetti, Neoguri, and Ansungtangmyun, alongside a self-photo booth and merchandise giveaway events.
Samyang Foods (003230.KS) has prepared an experiential booth under the "Samyang Crave Lab" concept, allowing visitors to move through brand-specific spaces such as Buldak, Maep, and Tangle to experience the characteristics and concepts of each product. On-site, the company will showcase Buldak Bokkeummyun, Carbo Buldak Bokkeummyun, and Cheese Buldak Bokkeummyun, along with the new product "Swicy Buldak" and canapés using Buldak sauce. Digital stamp missions using QR codes and social media verification events will also be conducted to strengthen participatory content.
Daesang (001680.KS) will operate an integrated booth featuring its kimchi brand "Jongga," global food brand "O'Food," and Indonesian local brand "Mamasuka." The strategy is to highlight brand competitiveness centered on four global strategic product categories: kimchi, seaweed, sauces, and home meal replacements (HMR). The company will present popular products such as "Jongga Mat Kimchi" and "O'Food Cup Tteokbokki" produced at local factories, along with menus utilizing them. In particular, Daesang plans to strengthen its outreach to Southeast Asian consumers through halal-certified "Hot Lava Sauce" and "Kimbori," a seaweed snack tailored to local tastes.
Binggrae (005180.KS) is expanding into the Southeast Asian market with Melona and Banana Flavored Milk at the center of its strategy. This year, the company plans to launch new Banana Flavored Milk variants in taro and chestnut flavors, as well as Melona Pistachio, in Thailand. It will also expand sales of halal-certified products targeting Muslim markets such as Indonesia and Malaysia.
