As Korean culture continues to captivate consumers, direct-to-consumer (D2C) brands are seizing the opportunity to tap into the trend, not only in skincare and beauty but also in the food and beverage (F&B) sector.
Startups in the F&B segment are now introducing or enhancing their Korean-inspired offerings, including bubble tea, Korean pizza, K-pop burgers, ramen noodles, and ice cream.
For example, South Korean pizza chain GOPIZZA aims to double its outlets in India by the end of 2024, leveraging a recent $25 million Series C funding round to fuel expansion.
In the beverage industry, Bengaluru-based Chai Point and Frozen Bottle have launched bubble tea lines, while cloud kitchen startups like FreshMenu and BigBites are incorporating Korean dishes into their menus.
Meanwhile, quick-service restaurant (QSR) startup Boba Bhai specializes in Korean cuisine, offering items such as Korean fried chicken burgers. The brand recently secured a significant seed funding round to support its growth.
Investors are bullish on this trend, recognizing the potential for D2C startups to capitalize on the demand for Korean-inspired products. With Indian consumers increasingly embracing Korean culture across various aspects of life, from entertainment to skincare, the market for these offerings is expected to continue expanding rapidly.