FMCG firms to restaurants, all ride 'Hallyu Wave'

The pandemic-induced lockdown introduced people to many new things.

- AKSHARA SRIVASTAVA & SHREYA NANDI

While home-baked sourdough bread and dalgona coffee are just some fads that came and vanished, the Hallyu Wave-a phenomenon about the growing global prominence of South Korean pop culture-refuses to die down.

As K-dramas and K-music continue to enthral Indian fans, Korean food products, too, are having their moment under the sun. Fast-moving consumer goods (FMGC) companies are riding the Hallyu wave and expanding offerings beyond just ramen to cater to this new taste profile of consumers.

Earlier this year, South Korean FMCG company Orion launched its new range-K-snack rings. A new Korean flavour variant of Bingo chips from the House of ITC was also launched in the market in March this year.

According to data sourced from consumer research firm NIQ, sales of South Korean chips has touched ₹19.7 crore in the last six months, "indicating a growing consumer pull towards this flavour," said Roosevelt Dsouza, head of customer success - India, NIQ.