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Korea, Japan, or Taiwan? Where Should Your Food Brand Launch First? 🇯🇵🇰🇷🇹🇼 Let Us Guide You!

"To know a people, begin with their food."

— Lévi-Strauss



Three markets. Three cultures. One big decision: Where should your food brand make its Asian debut.. Korea, Japan, or Taiwan?


If you’re a food brand looking to make a powerful debut in Asia, choosing the right market could make or break your expansion.


You’ve probably heard it before: “Asia is full of opportunity.” But let’s be clear, Korea, Japan, and Taiwan may be geographically close, yet they’re worlds apart when it comes to food trends, consumer behavior, and brand expectations.


So… where should you start?


After tuning into the Business France webinar “Le marché des produits alimentaires au Japon, à Taïwan et en Corée du Sud”, experts like Rosine DUTEIL, Loïc GAVET, and Anne GUINAUDEAU shared valuable insights into each market. Using their input as a starting point, we built on it with additional brand case studies, cultural context, and strategic takeaways, to highlight the key differences and help you choose your ideal market.


One brand, one region.. but three very different paths. Which one is yours?



1- South Korea 🇰🇷 :

- Inspired by insights from Rosine



South Korea is a trend-driven, digitally native powerhouse. Ranked as the 12th largest economy globally, it’s a playground for food brands that can move quickly, look sharp, and tell a great story.


"In the world of the fast, only the meaningful survives."

— Yuval Noah Harari, Historian



☆ Why Korea Might Be Your Move:


● 44% food self-sufficiency → high demand for imported food.

● Big love for French bakery, dairy, chocolate, and fine groceries.

● Healthy, vegan, premium products are trending.

● The Free Trade Agreement between Korea and the EU (since 2011) makes it easier to export there.





☆ Where to Sell:


● Offline: General supermarkets (49%), specialty stores, convenience stores

● Online: E-commerce booming - especially for premium lifestyle brands

● Food service: Full-service restaurants dominate, but quick-service is growing



☆ Korea-Specific Edge:


K-dramas, movies, and influencers have changed how people in Korea choose food.

Today’s consumers care about more than just taste, they want food that looks good, feels special, and offers an experience.


Things like storytelling, beautiful packaging, and health benefits aren’t extra anymore — they’re essential.


If your product is Instagram-friendly, feels a bit luxurious, and connects to wellness or self-care... then Korea is the right market for you.



■ Something to Know : The Korean food market makes up over one-third of the country’s total retail sales. That’s huge.

And even though it’s growing fast, it’s still open to new brands... especially ones that offer something original and different.



Here are a few cases that highlight how global food brands managed (or struggled) to enter this competitive market :


Examples of international brands that entered Korea successfully
Examples of international brands that entered Korea successfully



2- Japan 🇯🇵 :

- Inspired by insights from Loïc



Japan is a big and high-end market, but very competitive. Quality, trust, and consistency are everything here.


“People don’t buy products. They buy better versions of themselves.”

— Seth Godin, Marketing Visionary




☆ What Makes Japan Unique:


● A huge, premium market where quality and trust rule.

● Shift from "gift-giving culture" to self-reward gourmet experiences.

● Increasing appetite for ready-to-eat, healthy, and luxury snacking.


Today, people are buying less for gifts and more for personal enjoyment think gourmet snacks, healthy foods, and ready-to-eat meals. But success in Japan takes time and patience.



☆ Philosophy to Keep in Mind:


The Japanese concept of “kaizen” (continuous improvement) means your product must evolve, refine, and be better every single time.



☆ Best Suited For:


● Brands ready to invest long-term, embrace perfectionism, and align with Japanese values of respect, consistency, and detail.



Here are some examples of how they’ve approached this market with both challenges and successes :


Examples of international brands that entered Japan successfully
Examples of international brands that entered Japan successfully

A human example: True Story:

Mazen Al Khafaji, a Syrian refugee, opened a tiny Syrian kitchen in Tokyo. With authenticity, passion, and humility, he didn’t just serve meals! he built a cultural bridge. His story is a testament that in Japan, integrity and depth win over flashiness



3- Taiwan 🇹🇼 :

- Inspired by insights from Anne



Taiwan may be smaller, but it's incredibly open, expressive, and love creativity. Consumers here love products that are thoughtfully designed, emotionally engaging, and delightfully different.


☆ Why Taiwan Could Be Your Sweet Spot:


● Extremely receptive to French and international brands.

● Locals love beautiful packaging, emotional stories, DIY gift sets, and snacks that feel special.

● Smaller scale, but higher agility and innovation acceptance.


☆ Perfect for:


● Boutique brands, emotional storytelling, and products that surprise and delight with aesthetic and heart.

● Great for creative brands with strong storytelling and nice design.



Here are some interesting examples related to Taiwan in the field of food and international entrepreneurs :


Examples of international brands that entered Taiwan successfully
Examples of international brands that entered Taiwan successfully

Their stories reveal both the potential and the pitfalls of entering culturally diverse and demanding markets.




Why Join the Food Experience Event?




For international food brands interested in North-East Asia, the Food Experience Event is a powerful way to enter the market.

Want to make a real impression in Asia?

Then don’t just send samples. Be there. Connect. Watch reactions live.


☆ This professional event offers selected companies the chance to:


  • Present their products to buyers in Korea, Japan, and Taiwan (especially for French brands)

  • Organize tasting sessions directly with importers and distributors.

  • Get real-time feedback on what works, what to adapt, and what’s trending.



“Being adventurous with food opens up a world of possibilities and new experiences.”

— By Adam Richman


It reflects the same spirit: show up, taste, adapt and in doing so, earn your place in a multicultural culinary landscape




Despite All Of That, Why Start Your Food Brand in Korea?


Why Focus More on Korea?
Why Focus More on Korea?

Because Korea doesn’t just follow global trends, it shares them with the world in its own unique way.


When something becomes popular in Seoul, it often spreads fast to other countries.

Thanks to K-pop, K-dramas, and social media, Korea has become a trendsetter worldwide.

So when a foreign food brand succeeds in Korea, it doesn’t just get local fans, it also gets global attention.


While Japan can be more closed or traditional, Korea is open, welcoming, and knows how to make things go big.


If you want your brand to grow internationally, Korea is one of the best places to start.




Final Thoughts: What’s Your Path?


Three markets. Three cultures. But one big decision
Three markets. Three cultures. But one big decision

Choosing between Korea, Japan, and Taiwan isn’t just a business decision.

It’s a choice about philosophy, identity, and vision.


● Are you a trend-led, storytelling brand?

➡️ Start with Korea.


● Are you building something timeless and refined?

➡️ Consider Japan.


● Are you artistic, bold, and emotionally expressive?

➡️ Explore Taiwan.




📊 Your Turn : (Vote in the poll or share your thoughts below) :



Where would you launch first?

  • 🇯🇵 Japan

  • 🇰🇷 Korea

  • 🇹🇼 Taiwan



What Do You Think? Are you considering one of these countries for your food brand? Which market matches your product vision the most?


Tell us your thoughts in the comments or tag someone who needs to see this! Your experience, question, or comment might help someone else take the next step. Let’s grow, together.


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