Korean ramen becomes popular in Mongolia after being sold at convenience stores… Korea becomes second largest ramen importer = Korean report

Imports of Korean instant noodles into Mongolia are second only to China and are growing rapidly. Korean convenience stores that have opened in Mongolia make it easy to purchase Korean instant noodles.
These days, the popularity of Korean ramen has surpassed that of Korean ramen, and the trend is spreading to processed foods as well.
According to the Korea Trade-Investment Promotion Agency (KOTRA), Mongolian noodle imports last year amounted to about $40.88 million (about 5.8 billion yen).
The import value of instant noodles in particular was 32.19 million dollars (approximately 4.6 billion yen), accounting for 78.7% of the total import value of noodles.
Instant noodles remain a core item in Mongolia's noodle market during the COVID-19 pandemic.
The market is expected to grow slightly in 2023, but is expected to expand again in 2024 and show signs of recovery.
Of these, the import value of Korean ramen was $9.45 million (approximately 134 million yen), followed by China ($18.5 million).
This accounts for 29.4% of the value of ramen imported to Mongolia. KOTRA is promoting Korean ramen in Mongolia through the use of GS25 and CU.
The rapid expansion of Korean convenience stores in Mongolia has played a major role in this trend. Over the past five years, the number of convenience stores has increased significantly, especially in major cities in Mongolia.
As a result, the opportunities and frequency of coming into contact with Korean instant noodles have increased significantly. Convenience stores in Mongolia are no longer just a place to sell instant noodles, but a place where customers can experience Korean-style instant food culture.
GS25 is positioned as a "trendy consumer space" that offers ramen.
They have opened a new store called "Korean Ramen Store" and are actively attracting local interest in Korean ramen.
Through this distribution network, Mongolian consumers can easily access a variety of Korean ramen, and
Many of these products are also sold in supermarkets and convenience stores. Han, who runs a small food store in Ulaanbaatar, said in an interview with KOTRA,
"Consumers have always preferred products from China and Russia because they are familiar to them, are cheaper and have been available for a long time," he said. "But the atmosphere has changed noticeably in the past few years."
Han said, "Through content such as TV series and YouTube, Korean ramen has become familiar to people, and there are now ramen with a variety of flavors and spiciness, such as Black Bokkeum Myeon."
"More and more customers are looking for interesting ramen flavors," he said, adding, "Customers these days are not simply looking to quench their hunger, but are looking for a variety of flavors and the enjoyment of eating."
Han added that the chewy noodles and rich soup that are characteristic of Korean ramen also suit Mongolian tastes. This change is not limited to ramen, but recently tteokbokki has also become popular.
Interest in products such as kiso sauce and instant tteokbokki is also growing, and the range of products on sale is expanding to include seaweed, kimchi, cup rice and Korean snacks.
A KOTRA official said, "Interest in Korean ramen and other processed foods is clearly increasing in the Mongolian market. It is not simply a passing fad, but a result of the consumer demographic."
"Looking at the changes in Korean food and consumption patterns, one notable feature is that Korean food has become a natural part of the daily lives of local people."