The K-food boom is spreading to traditional Korean mills, as Korean cold-pressed sesame oil is establishing itself as a premium wellness sauce in overseas markets, driving exports to double-digit growth for three consecutive years.
Sesame oil exports reached $6.14 million (approximately 9.2 billion won) in the first four months of this year, up 37.0% from the same period a year earlier, according to the Korea Customs Service on Tuesday. Export volume also rose 47.6% to 657 tons. Both figures marked record highs for the period.
Korean sesame oil exports rose 20.3% year-on-year to $13.01 million in 2024, and climbed 28.2% to $16.68 million last year. Including this year, exports have maintained double-digit growth for three straight years.
By country, the United States solidified its top position, accounting for 41.7% of total exports. Canada (9.6%), Taiwan (7.6%), Australia (7.4%) and the Netherlands (5.3%) followed. Export destinations are diversifying beyond Asia to North America, Europe and Oceania.
The Korea Customs Service attributed the export growth to expanding global demand for vegetarian and wellness diets, along with the popularity of K-food. Korean-style sesame oil, pressed from raw ingredients without chemical additives, is being recognized as a high-quality, healthy sauce, the agency said.
The biggest differentiators cited by overseas consumers are freshness and aroma. In Japan, a buzzword has even emerged among housewife tourists who have visited Korea — the so-called "Korean sesame oil is on another level syndrome." The phrase refers to the phenomenon of being captivated by the unrivaled flavor of traditional sesame oil while in Korea, then lamenting after returning home that they cannot forget the taste.
Famous influencers and media have also played a major role. Yutaka Matsushige, the lead actor of the Japanese drama "Solitary Gourmet," drew attention by raving about Korean traditional sesame oil. A video of former HKT48 member Rino Sashihara eating a dish with Korean sesame oil and exclaiming that "the dimension of the flavor has completely changed" recorded explosive view counts in Japan.
In the United States, the largest export market, sesame oil is expanding beyond Korean cuisine into a general cooking sauce for ordinary households. Demand for Korean food in the U.S. has spread to mainstream consumers along with the diffusion of Korean Wave content such as BTS and K-dramas, and sesame oil is increasingly riding that wave onto general supermarket shelves rather than remaining in the Asian food aisle.
Quality control and branding are cited as challenges to sustaining this growth. Industry observers say that as export volumes rise, differentiation from low-priced products will be necessary, and marketing strategies that clearly convey the traditional cold-pressing manufacturing method to overseas consumers must follow.
The industry views that, just as olive oil has formed a premium market based on origin and grade, a high-end strategy emphasizing growing region and pressing method will be the key to long-term growth for Korean sesame oil.
