Pick n Pay is bringing the global K-wave to the Western Cape as it launches a selection of Korean food across several stores in the country.
The retailer said it is “riding the K-wave”, a trend fuelled by the worldwide popularity of Korean dramas, films, beauty products and pop music, and now increasingly, Korean cuisine.
The new K-food range, first unveiled at a store in Johannesburg, will soon be stocked locally at Pick n Pay stores in Plettenberg Bay and Ottery. A line-up of more than 80 items, spanning “dry goods, sauces, snacks, cold drinks, and frozen foods” is expected.
“This is a milestone for the growth of Korean cuisine in the local market – placing Korean products alongside established global categories within one of South Africa’s most influential retail networks where they can be easily accessed by shoppers,” said Choong Sik Jang, KOTRA’s Regional Director-General for Africa, in a statement.
The rollout is part of a collaboration led by Korea’s Ministry of Agriculture, Food and Rural Affairs, supported by the Korea Trade-Investment Promotion Agency (KOTRA) and Market Kokoro.
Robert Gawith, Category Specialist at Pick n Pay, said Korean cuisine has become a key focus within the retailer’s Taste of the World initiative.
“K-food’s unique and bold flavours with sweet and spicy elements of the cuisine along with its perception as a healthy, balanced and entertaining way of eating, make it one of the world’s most exciting food cultures,” Gawith said.
KOTRA assisted Pick n Pay in selecting suitable products and suppliers. Jang described the partnership as an important step for both markets.
Shoppers can expect favourites such as kimchi, gochujang, Korean fried chicken, bibimbap and tteokbokki.
The full Cape Town rollout begins in early December.
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