{"id":844385,"date":"2025-11-24T15:30:00","date_gmt":"2025-11-24T13:30:00","guid":{"rendered":"https:\/\/businesstech.co.za\/news\/?p=844385"},"modified":"2025-11-24T15:22:51","modified_gmt":"2025-11-24T13:22:51","slug":"pick-n-pay-launching-new-korean-food-markets-in-stores-across-south-africa","status":"publish","type":"post","link":"https:\/\/businesstech.co.za\/news\/business\/844385\/pick-n-pay-launching-new-korean-food-markets-in-stores-across-south-africa\/","title":{"rendered":"Pick n Pay launching new Korean food markets in stores across South Africa"},"content":{"rendered":"\n

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.<\/p>\n\n\n\n

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.<\/p>\n\n\n\n

Its new range of more than 80 authentic Korean food products aims to give local shoppers an easy way to explore the country\u2019s bold flavours and distinctive food culture.<\/p>\n\n\n\n

From December, customers will begin to see Korean dry goods, sauces, snacks, cold drinks, and frozen foods on the shelves.<\/p>\n\n\n\n

This is part of a collaboration with Korea\u2019s Ministry of Agriculture, Food, and Rural Affairs, the Korea Trade-Investment Promotion Agency (KOTRA), and Market Kokoro.<\/p>\n\n\n\n

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.<\/p>\n\n\n\n

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.<\/p>\n\n\n\n

The event was attended by KOTRA\u2019s Regional Director-General for Africa, Choong Sik Jang, alongside senior Pick n Pay executives.<\/p>\n\n\n\n

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. <\/p>\n\n\n\n

For Pick n Pay, it strengthens its \u201cTaste of the World\u201d offering, which already includes categories such as Italian, Mexican and Thai cuisine.<\/p>\n\n\n\n

According to Robert Gawith, Pick n Pay\u2019s Category Specialist, Korean food is becoming one of the retailer\u2019s most dynamic growth areas.<\/p>\n\n\n\n

He attributed this to the cuisine\u2019s distinctive sweet-and-spicy flavour profile, its reputation for balance and health, and the fun and social nature of many Korean dishes.<\/p>\n\n\n\n

What to expect <\/h2>\n\n\n\n
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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.<\/p>\n\n\n\n

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.<\/p>\n\n\n\n

Jang said placing Korean products in one of South Africa\u2019s most influential retail networks not only boosts exposure but also makes the cuisine far easier for curious shoppers to explore.<\/p>\n\n\n\n

The retailer is introducing South Africans to a range of popular dishes and ingredients. <\/p>\n\n\n\n

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.<\/p>\n\n\n\n

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.<\/p>\n\n\n\n

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.<\/p>\n\n\n\n

The store will feature a hot food counter offering freshly prepared Korean dishes and a Korean street food stall operating every Saturday.<\/p>\n\n\n\n

Shoppers can also buy packets of ramen and have them cooked on site, adding an element of entertainment and immersion to the experience.<\/p>\n\n\n\n

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.<\/p>\n\n\n\n

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Korean food market launch <\/h2>\n\n\n\n
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