Company exports seaweed products to more than 50 countries as processed seaweed sales rise 30%
Daesang has launched three new Korean gim bugak seaweed snacks under its Chung Jung One brand, targeting a growing number of foreign tourists visiting South Korea as global demand for K-food continues to expand.
The South Korean food company said on Aug. 13 that its new “Basasak Gim Bugak” lineup combines the traditional Korean seaweed snack with modern flavors and packaging inspired by Korean cultural heritage, positioning the products as both everyday snacks and K-food souvenirs for international visitors.
The launch comes as South Korea experiences record inbound tourism. According to the Korea Tourism Data Lab, 10.71 million foreign tourists visited the country in the first half of 2026, the highest figure ever recorded for a six-month period.
The increase in international visitors, combined with the global popularity of Korean food and culture, is creating new opportunities for food companies to turn traditional Korean products into snacks and souvenirs that are easier for overseas consumers to experience.
Daesang is seeking to tap into that trend by transforming gim bugak, a traditional snack made by coating dried seaweed with glutinous rice paste and frying it, into a convenient packaged product.
The new Chung Jung One lineup consists of Original, Wasabi and Cheese flavors. The products are made with Korean seaweed and Korean glutinous rice paste and are sized for easy, bite-sized consumption.
Daesang said it used big-data analysis during product development to identify seasoning profiles with strong consumer appeal.
The Original flavor emphasizes the savory and salty characteristics of seaweed, while the Wasabi version adds a sharp wasabi kick. The Cheese flavor combines the crispy seaweed snack with a richer cheese taste.
The products are fried for a short period at 190 degrees Celsius to maintain a crispy texture while reducing excessive oiliness. Daesang uses high-oleic sunflower oil and does not add wheat flour.
The Original and Wasabi varieties have also received vegan and gluten-free certifications, broadening their potential appeal among health-conscious and plant-based consumers.
Packaging is another key part of Daesang’s strategy to attract international visitors.
The front of each package features imagery inspired by “Hojakdo,” a traditional Korean folk painting depicting a tiger, magpie and pine tree. By combining traditional Korean visual elements with contemporary snack packaging, Daesang is seeking to make the product recognizable as a Korean cultural item as well as a food product.
The company is initially focusing distribution on retail locations frequently visited by foreign tourists, including Lotte Mart’s Seoul Station store. The products will subsequently become available through Coupang and major supermarkets across South Korea.
The launch also fits into Daesang’s broader strategy to expand its global seaweed business.
Korean gim has increasingly moved beyond its traditional role as a side dish accompanying rice. Overseas consumers are embracing seaweed as a convenient snack, creating opportunities for Korean food manufacturers to expand into seasoned seaweed, seaweed chips and other processed products.
Daesang currently exports seaweed products to more than 50 countries across Southeast Asia, North America and Europe.
The company’s processed seaweed sales reached approximately 200.4 billion won last year, up 30% from the previous year, reflecting growing international demand.
Daesang has also established local production operations in Indonesia and Vietnam with a combined annual capacity of 1,500 tons to respond more quickly to regional demand.
Through its global food brand O’Food and Indonesian brand Mamasuka, the company sells a range of products including seasoned seaweed, seaweed flakes, seaweed snacks and gim bugak tailored to local consumer preferences.
Daesang also holds the No. 1 market share in the seaweed category in Indonesia and Vietnam, according to the company, providing an established regional platform for further expansion of its processed seaweed portfolio.
The new Basasak Gim Bugak therefore represents more than a domestic snack launch. By introducing international visitors to a modernized version of a traditional Korean food while they are in South Korea, Daesang could potentially build recognition for products that can later be marketed through its overseas distribution and production network.
“Seaweed has recently gained attention among global consumers as a healthy snack, and we developed this product to make the traditional Korean snack gim bugak easier and more enjoyable to experience,” said Park Jung-chul, head of Daesang’s Seaweed Planning and Marketing Team.
“We will continue developing differentiated seaweed products in a variety of flavors and formats to broaden choices for consumers in Korea and overseas while expanding our processed seaweed category.”
As K-food expands beyond Korean restaurants and into global snack aisles, seaweed is emerging as one of the categories with the potential to reach mainstream consumers. Daesang’s latest launch shows how Korean food companies are increasingly combining traditional foods, contemporary flavors and cultural design to turn Korea’s culinary heritage into products for the global market.
