Korean companies are eyeing opportunities to expand into the Malaysian market at Food & Hospitality Malaysia (FHM) 2025, held at the Kuala Lumpur Convention Centre until September 26.
Now in its 18th edition, FHM is Malaysia’s leading trade-only event, featuring 1,500 brands and companies from 50 countries and regions. Among them are Korean exhibitors showcasing sauces, condiments, dates, seaweed snacks, seafood, frozen foods, and more.
Korean sauces
Woomtree Corporation, a Korean food manufacturer with 47 years of experience, produces more than 130 products, including spices, premixes, sauces, and fermented pastes. The company develops around 10 new products each year and is now exploring opportunities in Malaysia.
In an interview at the event, Senior Executive Director Choongkeun Oh said their products are popular in Korea, both offline and on local e-commerce platforms, but have yet to enter the Malaysian market.
Highlighting the company’s low-sugar range, he noted:
“Low-sugar gochujang and ssamjang are especially popular, in line with growing demand for healthier options.”
Woomtree currently has six products certified Halal by the Korea Muslim Federation (KMF) Halal Committee, including gochujang (고추장) and ssamjang (쌈장), with plans to expand its Halal portfolio. In addition, the company is responding to the global rise of plant-based diets by developing vegan sauces.
Organic tea
Established in 1996, Borimjeda Tea exports to over 40 countries and is now setting its sights on Malaysia. CEO Seo Hee Joo explained that it is because Malaysia has a deep appreciation for tea and K-culture, especially among the younger generation.”
The company offers about 30 products, including pure and blended teas, all produced organically in Boseong, a region internationally renowned for green tea. “Everything must be organic—we manage the entire process from plantation to sales,” Seo emphasized. Borimjeda also offers tea-making and tea ceremony experiences for individuals and groups. With global interest in matcha rising, the company’s automated production ensures consistent quality and safety.
K-Food Appeal
The popularity of Korean cuisine was also reflected by Malaysian exhibitors, with one local snack and beverage manufacturer unveiling a “Taste of Korea” campaign featuring Korean foods and sauces.
As global demand for Korean food products grows, Korean companies are eager to expand to Malaysian shores. With halal-certified sauces, organic teas, and snacks, these brands hope to win over local taste buds, tap into distribution networks, and strengthen their presence in Southeast Asia.
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