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IN BRIEF
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There South Korea officially placed the Vietnam at the heart of its K-Food strategy for Southeast Asia, an announcement made at the close of the fair ASEAN K-Food 2026 held to HanoiThe event connected dozens of Korean exporters with over a hundred regional buyers, resulting in several dozen memoranda of understanding representing an estimated export potential of approximately $21 million. To realize this ambition, Seoul is counting on a multimodal logistics center in Hanoi equipped with cold chainthe extension of the program V-Express and the support of local networks such as K-Market (nearly 150 stores), while refocusing its efforts towards the B2B and exports to neighboring markets such as the Cambodia and the Laos.
South Korea has chosen the Vietnam as the pivot of its development K-Food in Southeast Asia, by making Hanoi a logistics platform and commercial services intended to serve the entire areaASEANAnnounced at the conclusion of the ASEAN K-Food 2026 fair, this approach combines infrastructure investments, strengthening of cold chains and targeted commercial strategies to support the export of fresh produce, street food specialties and professional ingredients, while developing synergies with local distribution networks.
A regional strategy for K-Food announced in Hanoi
At the conclusion of the ASEAN K-Food 2026 fair held on July 2nd and 3rd in Hanoi, the South Korean Ministry of Agriculture, Food and Rural Affairs (MAFRASouth Korea has confirmed its intention to make Vietnam its hub for the distribution and logistics of Korean food products in ASEAN. The announcement, reported by several media outlets, underscores Vietnam’s growing role not only as an export market but also as a stepping stone to reach neighboring markets. See the full announcement at [link to announcement]. vietnam.vn And vietnam.vn.
Concrete benefits of the fair
The fair highlighted significant trade exchanges: 45 South Korean exporting companies met with 107 buyers from the region, resulting in the signing of 46 memoranda of understanding representing an estimated export potential of $21 million. The booths dedicated to certified products halalKorean street food specialties and a ramen area inspired by the Hangang River particularly attracted attention, illustrating the diversity of product ranges targeted by the export strategy.
Strategic objectives of MAFRA
THE MAFRA aims to transform a dynamic of cultural popularity into sustainable business opportunities by supporting exports of fresh produce, processed ingredients, and offerings for food service professionals. The focus is gradually shifting from a B2C to a B2B approach, tailored to the growing demand from restaurant chains and canteens.
Hanoi at the heart of the South Korean logistics system
To implement this strategy, Seoul has invested in infrastructure in Vietnam, with the commissioning in June of a multimodal logistics center in Hanoi. This center, designed to ensure the cold chain, incorporates refrigeration rooms, rapid freezing systems and equipment designed to preserve the quality of perishable products such as strawberries, grapes, pears and livestock products.
Hub capabilities and services
The logistics center reduces the risk of cold chain breaks and optimizes delivery times to the Vietnamese market and neighboring countries. It is therefore a crucial link in ensuring the freshness and food safety of products exported from South Korea.
Strengthening of V-Express and partnership with K-Market
Alongside infrastructure, South Korea intends to expand its program V-Expresswhich combines logistical support, marketing support, and promotional activities to lower import costs and increase the visibility of Korean products. The local network K-MarketPresent in Vietnam with nearly 150 points of sale, it is identified as a key partner for promotional operations and regional product distribution. This network will allow for testing commercial formats and gradually expanding distribution to markets such as Cambodia and Laos. For a complete overview, also read the article on dtinews and on Vietnam News.
Vietnam, gateway to ASEAN
Beyond equipment and trade agreements, South Korea’s strategy takes into account evolving demand in the Vietnamese market. A study by MAFRA indicates a significant increase in out-of-home consumption: restaurants, restaurant chains, and canteens are seeking more… meal kits, prepared meals, sauces and ready-to-use ingredients, opening up opportunities for Korean suppliers specializing in products for professionals.
Transition to a B2B approach
To address this need, South Korean authorities want to strengthen support for exporters targeting the professional sector, marking a shift towards a more industrialized strategy focused on institutional buyers. This rebalancing aims to stabilize export volumes and foster long-term partnerships with restaurant and distribution players in ASEAN.
A regional hub serving neighboring markets
Leveraging the Hanoi hub and K-Market’s commercial network, South Korea hopes to use Vietnam as a base to efficiently serve neighboring markets, particularly the Cambodia and the LaosThis logistics and commercial strategy aims to reduce costs, increase the responsiveness of supply chains, and establish a lasting presence. K-Food in regional consumption. Further analyses and economic outlooks are available on Six News.
Frequently Asked Questions — Vietnam, the new regional hub of K-Food
Q: What major decision did South Korea announce at the conclusion of the ASEAN K-Food 2026 fair? Hanoi ?
A: The South Korean Ministry of Agriculture announced it would make Vietnam there logistics and commercial platform central to developing exports of K-Food towards the whole of theASEAN.
Q: Why was Vietnam chosen as a regional pivot?
A: THE Vietnam It combines several advantages: it is already a major market for Korean agri-food products, there is local demand for Korean culture, and K-Food increases, and its geographical location makes it a convenient gateway to other markets in theASEAN.
Q:
A: The fair brought together exporters and buyers from the region, leading to several trade agreements and quantified export potential. Stands showcased various products. halalKorean street food specialties and a river-inspired ramen area Hangang have particularly attracted attention.
Q: What infrastructure has been put in place to support this project in Hanoi?
A: A multimodal logistics center was inaugurated, equipped with rooms of refrigeration, rapid freezing and a chain of cold, in order to preserve the quality of fresh produce intended for export.
Q: What is the program? V-Express And what role does he play?
A: V-Express combines logistical support, marketing support and promotional activities to reduce import and transport costs, while increasing the visibility of Korean products in the Vietnamese market.
Q: What place does the chain occupy? K-Market in this strategy?
A: With a network of nearly 150 stores in Vietnam, K-Market will serve as a commercial and logistical platform for joint promotional operations and to extend distribution to neighboring countries such as the Cambodia and the Laos.
Q: Does the Korean strategy favor a particular type of customer in Vietnam?
A: The authorities are adapting their approach: after a strong B2C focus, they are strengthening support for exports to professionals (restaurants, chains, canteens), marking a shift towards a more B2B.
Q: What types of products are prioritized for export via the Vietnamese hub?
A: Fresh produce (fruits such as strawberries, grapes, pears), livestock products, meal kits, sauces and ingredients for catering, as well as certified products halal and Korean street food specialties are among the priorities.
Q: Which ASEAN markets beyond Vietnam are targeted by this strategy?
A: The plan aims to use the Vietnam as a gateway to serve the entireASEAN, with an initial focus on close neighbors such as the Cambodia and the Laos.
Q: What benefits does Seoul hope to gain from this initiative?
A: Seoul aims to secure the quality of exports through appropriate infrastructure, reduce logistics costs, and increase the visibility of the K-Food throughout the region, while also boosting both professional and consumer sales.