Pick n Pay launching new Korean food markets in stores across South Africa
Pick n Pay is tapping into the global rise of South Korean culture by launching dedicated Korean food markets across select stores in South Africa.
With interest in K-dramas, K-pop, Korean beauty products and film soaring worldwide, the retailer said it is seeing similar enthusiasm around Korean cuisine.
Its new range of more than 80 authentic Korean food products aims to give local shoppers an easy way to explore the country’s bold flavours and distinctive food culture.
From December, customers will begin to see Korean dry goods, sauces, snacks, cold drinks, and frozen foods on the shelves.
This is part of a collaboration with Korea’s Ministry of Agriculture, Food, and Rural Affairs, the Korea Trade-Investment Promotion Agency (KOTRA), and Market Kokoro.
These agencies and partners have worked closely with Pick n Pay to introduce a wide and reliable selection of Korean products to mainstream South African retail environments, a shift from the niche speciality stores in which many of these foods were previously found.
The initiative reflects growing trade and cultural links between South Africa and Korea, and Pick n Pay marked the launch with an event at its flagship On Nicol store in Bryanston on 21 November.
The event was attended by KOTRA’s Regional Director-General for Africa, Choong Sik Jang, alongside senior Pick n Pay executives.
Jang said the partnership gives Korean suppliers access to a trusted and scalable retail platform and represents a milestone for the growth of Korean cuisine in the local market.
For Pick n Pay, it strengthens its “Taste of the World” offering, which already includes categories such as Italian, Mexican and Thai cuisine.
According to Robert Gawith, Pick n Pay’s Category Specialist, Korean food is becoming one of the retailer’s most dynamic growth areas.
He attributed this to the cuisine’s distinctive sweet-and-spicy flavour profile, its reputation for balance and health, and the fun and social nature of many Korean dishes.
What to expect
While Asian cuisines such as Chinese and Indian are already well-entrenched favourites among South Africans, he said Korean food is now coming to the fore with new ingredients, cooking styles and flavour experiences.
KOTRA played a significant role in helping Pick n Pay identify reputable Korean suppliers and products aligned with local tastes, ensuring that the new range is both authentic and accessible.
Jang said placing Korean products in one of South Africa’s most influential retail networks not only boosts exposure but also makes the cuisine far easier for curious shoppers to explore.
The retailer is introducing South Africans to a range of popular dishes and ingredients.
These include kimchi, the famous fermented cabbage side dish; gochujang, a spicy fermented chilli paste essential for marinades and sauces; and Korean fried chicken, known for its extra-crispy texture and sweet-and-spicy glaze.
Shoppers will also be able to try bibimbap, the colourful rice bowl topped with vegetables, meat and a fried egg, as well as tteokbokki, chewy rice cakes simmered in a fiery sauce.
To bring the experience to life, Pick n Pay On Nicol in Bryanston will host a dedicated Korean section from 17 November until the end of December.
The store will feature a hot food counter offering freshly prepared Korean dishes and a Korean street food stall operating every Saturday.
Shoppers can also buy packets of ramen and have them cooked on site, adding an element of entertainment and immersion to the experience.
Following the preview currently available at On Nicol, the Korean food range will roll out to additional stores, including Pick n Pay The Verge, Pick n Pay Plettenberg Bay and Pick n Pay Ottery, from early December.
Korean food market launch
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