TEMPO.CO, Jakarta – South Korean Ministry of Agriculture and Korea Agro-Fisheries and Food Trade Corporation (aT Center) participated in the Franchise & License Expo Indonesia (FLEI) exhibition held on October 25-27, 2024, at the Jakarta Convention Center (JCC). The event aimed to introduce South Korean franchise brands to the Indonesian market, particularly focusing on halal food options.
Six South Korean restaurants, including Cravy for Chicken, Pizza Maru, Twozzim, Bobaebanjum, Yeok Jeon Halmaek, and Samcheop Bunsik, showcased their authentic Korean cuisine at the Korea Pavilion.
Lee Seung Hoon, Head of aT Center Jakarta, expressed optimism about the potential of Korean food in Indonesia. He highlighted the unique flavors of Korean cuisine and its potential to compete with other popular cuisines like Chinese and Japanese.
Additionally, he noted the similarities between Indonesian and Korean food, particularly in terms of spicy flavors, which could facilitate market entry.
“Indonesian food is actually similar to Korean food. If Indonesia has chili sauce, Korea has Gochujang for the spicy taste. However, Korean food is mostly fermented and made from vegetables, making it healthier. We believe this is the advantage of our food to compete in the Indonesian market,” Lee explained.
To cater to the growing demand for halal food, the six participating restaurants are working towards obtaining halal certification. While they initially aimed to achieve certification by October 2024, challenges related to factory sterilization and ingredient substitution have led to a slight delay. However, Bobaebanjum aims to obtain halal certification for all its products by the end of the year.
Lee emphasized that aT Center’s primary goal is to introduce Korean food brands to the Indonesian market and facilitate potential partnerships. The center does not directly engage in business transactions but rather supports Korean companies in their independent endeavors to expand in Indonesia.
The three-day FLEI 2024 resulted in MoUs worth over US$2.2 million (Rp35 billion) signed by the six participating companies. These franchises, priced from Rp2 billion, offer potential break-even within five years and are working towards halal certification.
Over the past five years, South Korean food products have witnessed significant growth in the Indonesian market, particularly in Jakarta. This positive trend indicates strong acceptance and demand for Korean cuisine in Indonesia.
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