An unexpected sight greets visitors at the food court of Pick n Pay, a major South African supermarket chain. It is a Korean street food stand. Gimbap, so-called "Han River ramyeon" made with instant noodle cookers, hotdogs, and fried snacks draw shoppers in. Pick n Pay, which operates roughly 3,000 stores across southern Africa, recognized the potential of Korean food and last year launched South Africa's first dedicated Korean food section and street food stand. Operations have begun at four flagship stores, with plans to expand nationwide. An era is dawning in which South African consumers can readily find Korean products such as kimchi, frozen dumplings, fermented sauces, and beverages.
Pick n Pay is not alone in spotting South Africa's potential. Korean fried chicken franchise BBQ signed a deal with a local partner last year and plans to open quick-service restaurant outlets in major cities. Amorepacific, South Korea's largest cosmetics group, launched its Laneige brand in South Africa in 2024 and will introduce Innisfree in 2025, accelerating its market push. Copycat products riding the Korean wave have also emerged. A local South African firm produces and sells "Oppa Ramyeon," and Korean-style noodles and sauce products are easily found at local supermarkets. Takealot and One Day Only, South Africa's leading online shopping platforms, even asked KOTRA, South Korea's trade promotion agency, for help identifying counterfeit Korean cosmetics after a surge in fake product listings.
This trend is not confined to South Africa. In Kenya, in East Africa, Korean fruit-flavored soju is gaining popularity, particularly among young consumers and women. Previously available only at select Korean restaurants or Korean-run grocery stores, the spirit is now sold at major retail chains such as Carrefour and Foodplus. Korean soju is also easily found on local liquor delivery apps, significantly improving consumer access.
In West Africa, Nigeria is the continent's most active importer of Korean cosmetics. Consumers plagued by skin concerns due to strong sunlight and hot, humid weather have responded well to Korean products known for gentle formulations and soothing effects. Demand for functional cosmetics such as sunscreen is also steadily rising because of intense ultraviolet exposure. Korean cosmetics exports to Nigeria reached approximately $15 million in 2025, a nearly 150-fold jump from $100,000 in 2020 in just a few years.
For years, Africa's image in Korea centered on resource production, foreign aid, and infrastructure development. Now, however, it is time to pay attention to the continent's potential as a consumer market. Africa has a population of roughly 1.4 billion, about 60% of whom are under the age of 25, making it the world's youngest continent. This demographic foundation is fueling the rapid growth of urban middle classes and consumer markets. Global consumer-goods and retail companies are already eyeing Africa as a new growth frontier. Urbanization and rising incomes are driving particularly fast expansion in food, beauty, and daily consumer goods. The fact that more shoppers are picking up Korean street food at South African supermarkets and ordering Korean soju in Kenya symbolizes this transformation. Now is the time to approach Africa's consumer market more proactively.