Cease-fire puts K-food back on the menu in the Middle East

Korean food companies are reviving expansion plans in the Middle East as hopes grow that easing geopolitical tensions will improve logistics conditions and consumer demand across the region.

Dongwon F&B announced its plans on Monday to export additional shipments to key Middle Eastern markets, including the United Arab Emirates (UAE) and Kuwait, later this month.

The shipment had originally been contracted in January but was put on hold following the outbreak of the Iran war in February. Discussions on resuming exports have accelerated as the United States and Iran reached a cease-fire agreement on Sunday.

"The additional export lineup includes more than 20 halal-certified products for Muslim consumers, such as Dongwon tuna cans, Yangban dried seaweed and seaweed crisps," a Dongwon F&B  spokesperson said. Halal refers to products that are produced, consumed and used in accordance with Islamic law.

Korean food companies are renewing their focus on the Middle East amid expectations that geopolitical risks will subside.

The Middle East is increasingly viewed as a promising growth market for Korean food exports, with a fast-growing population and a large share of middle-class and younger consumers.

Major food companies are preparing to resume expansion strategies that were put on hold during the conflict, according to industry sources.

"If the situation in the Middle East stabilizes, logistics and distribution conditions will improve and consumer sentiment will recover, which should have a positive impact on Korean food exports," said an industry insider.

Dongwon F&B plans to expand its lineup of halal-certified products, such as tteokbokki (spicy rice cakes), as part of efforts to strengthen its presence in the region.

The company's exports to five Middle Eastern countries — the UAE, Iraq, Jordan, Kuwait and Qatar — rose 10 percent on year in 2025.

Competition between Korea's two leading instant noodle makers, Nongshim and Samyang Foods, is also expected to intensify in the Middle East.

Nongshim currently sells 49 halal-certified products, such as instant noodle Shin Ramyun, in more than 40 Middle Eastern countries, including Saudi Arabia. The company is targeting a 50 percent on-year sales growth in the region this year.

Nongshim plans to strengthen both online and offline marketing efforts by operating a variety of pop-up stores across the Middle East in the second half of the year.

Samyang Foods, which currently exports to more than 10 countries in the region, plans to expand distribution of its halal-certified Buldak products and launch new brands to increase market share.

CJ CheilJedang is also targeting the Middle East with halal-certified seaweed snacks and stir-fried noodle products. The company sees significant growth potential for Korean noodles in Saudi Arabia, where the processed noodle market is estimated at 300 billion won ($198 million) annually.

Demand for Korean food products in the Middle East has been growing rapidly.

Korean food shipments to Saudi Arabia, the UAE, Qatar, Kuwait, Bahrain and Oman rose 22.6 percent on year to $411.6 million in 2025, according to the Ministry of Agriculture, Food and Rural Affairs.

Exports between January and April rose 37.6 percent on year.

Industry sources noted, however, that disruptions to Middle East-bound shipping routes and weaker consumer demand during the conflict had weighed on growth.

The industry also expects the cease-fire agreement to help ease concerns over packaging material supplies and rising production costs.

Since the outbreak of the war, higher oil prices and a weaker won have driven up logistics costs as well as the prices of raw materials and packaging materials and increased the burden on food manufacturers.

Some industry insiders cautioned that any reduction in costs is unlikely to be felt immediately.

"The easing of tensions in the Middle East is clearly a positive signal," an industry source said. "But any reduction in costs is unlikely to be felt immediately. Prices for raw materials, packaging materials and logistics are typically tied to contracts signed months in advance. It will also take time for shipping through the Strait of Hormuz to normalize and for supply chains to stabilize."

BY LIM SUN-YOUNG [[email protected]]