Following the trend of South Korean dramas, beauty products, cars, and electronics, Korean noodles are now making a significant impact in the Indian market. What began as a pandemic trend has now solidified into a lasting preference among Indian consumers. Recognizing this shift, major Indian FMCG companies are diversifying their instant noodle offerings to include Korean-style noodles, often referred to as K-noodles.

In a notable move, Nestle India introduced Maggi Korean noodles in BBQ chicken and BBQ veg flavors in November 2023. Similarly, hindustan unilever expanded its Knorr brand with a Korean meal pot, and Nissin, known for Top Ramen, launched its Gekki K-noodles three years prior.

Consumer intelligence from NielsenIQ highlights a dramatic market growth for Korean noodles, from Rs 2 crore in 2021 to over Rs 65 crore in 2023. This segment has seen a fourfold increase in value compared to the previous year, outpacing the growth of the overall instant noodles market.

The surge in popularity is attributed to the influence of K-Pop and K-Dramas, which have introduced Korean culture and food to a wide Indian audience. Cities like Delhi-NCR, Bengaluru, Mumbai, Chennai, and Hyderabad are leading this demand. The introduction of Korean and Asian products has seen a 400% sales increase on the quick-commerce platform Zepto in the six months leading up to May 2023.

Conclusion: The fascination with Korean culture, fueled by the global reach of K-Pop and K-Dramas, has significantly influenced Indian food preferences, particularly in the realm of instant noodles. As this trend continues to grow, it presents a lucrative opportunity for FMCG companies to expand and innovate within this niche. In the context of market research and consumer insights, platforms like Probz.ai can offer valuable data-driven insights to companies looking to tap into these emerging trends. Probz.ai leverages AI to provide both qualitative and quantitative insights, helping brands understand and cater to evolving consumer preferences.