‘Gateway to Asean’: South Korea bets on Vietnam hub for food expansion

South Korean food exporters are no longer treating Vietnam as just another market for kimchi, instant noodles and premium fruit. As Southeast Asia emerges as one of South Korea’s most important trading regions, Seoul is positioning Vietnam as a logistics and distribution base for a wider push to turn the popularity of Korean culture into sustained demand for Korean food across the region. But analysts said the strategy would depend on more than Hallyu-driven curiosity, with exporters needing to.