Malaysia is positioning its halal products to capture a larger share of South Korea’s rapidly expanding convenience and premium food sector, as Korean consumers increasingly demand halal, organic, and sustainably sourced goods.
Leveraging globally recognised halal certification from the Department of Islamic Development Malaysia (Jakim) and Malaysia’s decade-long leadership in the Global Islamic Economy Indicator, local brands are promoting themselves as premium, trustworthy, and convenient options for Korean buyers.
Malaysian Ambassador to South Korea Datuk Mohd Zamruni Khalid highlighted Malaysia’s strong halal ecosystem and export capabilities as key factors in cementing its reputation as a reliable trading partner. “Korean consumers are embracing halal-certified products alongside ethical and sustainable consumption trends,” he said.
South Korea’s convenience food market is valued at US$7.27 billion (US$1 = RM4.15) and is expected to grow at an annual rate of 11.43% between 2025 and 2030, according to Statista. Zamruni noted that Malaysian brands are well placed to capitalise on this growth, particularly in the premium segment.
Several Malaysian names, including Amazin’ Graze, OldTown White Coffee, PopsMalaya, and Spritzer, have already made inroads, spanning snacks, beverages, confectionery, and mineral water. Moving forward, products such as halal-certified ready meals, frozen tropical fruits like durian, specialty ingredients, and sustainably sourced items are expected to see strong demand.
Zamruni identified three key areas for growth: halal certification, supply chain transparency, and product-market fit. Korean buyers increasingly prioritise ethical production, including sustainable palm oil, organic farming, and low-carbon processes. Meanwhile, tailoring products to local habits—such as single-serve portions, clean-label ingredients, and premium packaging—will strengthen Malaysian brands’ competitiveness.
The ambassador also noted that halal certification is increasingly recognised in South Korea as a marker of safe, hygienic, and high-quality production, prompting even non-food companies to launch halal-certified lines.
While South Korea’s halal market remains relatively small, its growth potential is significant. Reflecting this trend, South Korean firms are also investing in the segment. Paris Baguette, part of the SPC Group, opened its first halal food hub in Johor earlier this year, using Malaysia as an export base to serve Indonesia and the Middle East.
Events like the ASEAN Trade Fair 2025 at the Korea International Exhibition Centre (KINTEX) in Ilsan play a vital role in connecting Malaysian halal SMEs and food producers with Korean importers, retailers, and foodservice operators. The fair facilitates product sampling, business-matching, and direct meetings, helping brands build visibility and commercial relationships.
Bilateral trade data highlights the growing demand: from January to September 2025, Malaysia’s exports to South Korea rose 2.2% year-on-year to US$8.9 billion. Processed food exports alone reached around US$154.8 million in 2024, up 6.1% from the previous year, reflecting increasing interest in Malaysian halal products.
This momentum signals a promising opportunity for Malaysia to expand its footprint in South Korea’s premium halal food market while reinforcing its position as a global leader in ethical and sustainable halal production.
