Food Export–Northeast checked in with Kristie Park, Vice President of Korea Business Services and Food Export’s In-Market Representative for South Korea, to discuss burgeoning trends in the HRI sector, Korean seafood consumption, and opportunities for Northeast U.S. fish and shellfish suppliers.
Tell us a little bit about yourself. How long have you been serving as Food Export’s In-Market Representative? What’s your favorite Northeast seafood product?
I have been working for Food Export since 2002, when Food Export first started developing a network of In-Market Representatives and began promoting U.S. Midwest and Northeast food and agricultural products in Korea.
My favorite Northeast seafood is American lobster. I enjoy eating lobster at restaurants, and at home, I often purchase frozen whole lobsters to steam and eat directly or cook with butter for a delicious and easy lobster dish.
How do you support Food Export–Northeast on seafood sales expansion in Korea?
My job is to identify and maintain contact with Korean seafood buyers capable of importing U.S. seafood. Every year, that translates to selecting the buyers with the best prospects to purchase Northeast seafood and nominating them for participation in Food Export’s annual Seafood Buyers Mission held in conjunction with the Seafood Expo North America trade show.
Before the mission, we talk with the nominated buyers about the Northeast U.S. seafood products they’re looking to source, the desired product forms, and the anticipated quantities so that Northeast suppliers have solid information before they go into one-on-one meetings with the buyers. Once the participating buyers return to Korea after the mission, I follow up with them frequently and encourage them to import U.S. seafood products. As a result, some Korean buyers who participated in the Seafood Buyers Mission many years ago are still consistently importing skate, dogfish, lobster, and scallops from U.S. suppliers.
Also, I remember a few years ago when we collaborated with Korean importers and retail buyers to promote U.S. lobster in retail stores. Another memorable event was when we worked with the USDA’s Agricultural Trade Office (ATO) in Korea to supply American lobster for the ATO’s Culinary Camp. We developed lobster recipes and invited Korean buyers to a tasting event. These experiences provided great opportunities to showcase the quality of U.S. lobster in the Korean market and significantly strengthened our relationships with buyers.
What place does fish and shellfish play in Korean cuisine? To what extent are fish and shellfish eaten at home versus at a foodservice outlet?
At home, Koreans consume a wide variety of seafood on a regular basis. Commonly prepared dishes include grilled fish such as mackerel and croaker, and seafood stews. Squid is also used for spicy stir-fried or soup. Dried anchovies are frequently used for making broth bases and side dishes. In the Jeollado province, it is traditional for families to include fermented skate on the ancestral rites table during Thanksgiving Day and New Year’s Day.
With the increasing availability of pre-cleaned and ready-to-cook seafood products in retail stores, more households are experimenting with a variety of seafood recipes at home. Additionally, the rise of meal kit services and online seafood delivery platforms has made it more convenient for consumers to prepare restaurant-quality seafood dishes in their own kitchens.
Could you talk more about the foodservice side of things? What are some interesting trends in Korea? Are there any areas of growth where Northeast seafood products might have particular opportunities?
In foodservice, there is a vast array of restaurants specializing in seafood across Korea, ranging from casual to upscale dining restaurants. Seafood buffets and franchise restaurants offer various seafood dishes like lobster, king crab, abalone, sashimi, salmon, grilled shellfish, and stewed fish. Chefs at hotels and restaurants prepare a wider variety of seafood recipes and menus. Additionally, there are restaurants specializing in skate dishes and spicy braised monkfish. Since these dishes are not easy to prepare at home, they are usually enjoyed at small restaurants rather than being made at home.
The traditional Northeast seafood products including skate, monkfish, squid, etc. will continue to be imported to the Korean market. There is also growing demand for premium seafood products in Korea. U.S. seafood like lobster and Atlantic sea scallops, which are associated with high quality, can appeal to this market segment.
The convenience food market is expanding, with consumers and foodservice operators alike looking for easy-to-prepare seafood products. Value-added products like pre-marinated, breaded, or ready-to-cook seafood items could see increased demand in both retail and foodservice sectors in the near future.
How does seafood move through the Korean marketplace (wholesalers, auctions, wet markets, etc.)? In what cities are seafood buyers concentrated?
Wholesalers are intermediaries in the Korean seafood market. They purchase large quantities of seafood directly from fishermen or importers and then distribute it to various retailers, restaurants, and smaller markets. They are located in Noryangjin Fisheries Wholesale Market in Seoul, and Jagalchi Market in Busan.
Auctions are typically held early in the morning at wholesale markets. The highest bidder purchases the seafood, which is transported to retailers, restaurants, and food processors. The major species commonly traded in seafood auction wholesale markets include mackerel, hairtail, yellow croaker, squid, pollock, anchovy, crab, rockfish, sea bream, abalone, sea cucumber etc.
Wet markets, also known as traditional markets, are where consumers can purchase fresh seafood directly from vendors.
Korean Seafood buyers are primarily concentrated in Seoul, Busan, and Gyeonggido province.
Korea has a reputation of being a price-sensitive market for seafood. How can Northeast suppliers set themselves apart in such a climate?
Northeast suppliers can highlight the superior quality and freshness of their seafood products. Also, they can emphasize unique selling points such as sustainable fishing practices and certifications that appeal to environmentally conscious consumers. Northeast suppliers can adapt product offerings to meet local tastes, such as specific cuts, sizes, or preparations preferred in Korean cuisine. It would be helpful to highlight the health benefits of Northeast seafood, such as high omega-3 content, which aligns with the growing demand for healthy food options in Korea. And it is important to establish and maintain strong relationships with Korean importers and distributors through regular communication, understanding their needs and collaboration.
Would you like insight into the Korean market customized to you? Consider a 30-minute video consultation with Kristie through Food Export’s Virtual Consultation Program. Check out more details here.
Ready to explore the market further but would like some introductions? Kristie can schedule you a personalized trade mission for one through Food Export’s Rep Finder service. Or plan ahead for Food Export’s Focused Trade Mission to Korea in October 2025!