South Korean food company Daesang is stepping up its global expansion strategy as demand for localized K-food products continues to grow across Southeast Asia and other international markets.
The company will participate in THAIFEX-Anuga Asia 2026, one of Asia’s largest food industry exhibitions, scheduled to take place in Bangkok from May 26 to 30. Daesang plans to use the event as a platform to strengthen global brand recognition and expand relationships with overseas buyers.
THAIFEX-Anuga Asia, jointly organized by the Thai government and Germany’s Anuga food trade fair, is widely regarded as one of the region’s most influential food exhibitions. This year’s event is expected to attract more than 3,300 companies from over 60 countries and around 88,000 global buyers.
Industry analysts view the exhibition as a major indicator of evolving food consumption trends in Southeast Asia, where interest in Korean food, convenience meals, and spicy flavors continues to rise rapidly.
At this year’s event, Daesang will showcase an integrated brand strategy centered on its flagship brands, including Jongga, Ofood, and Indonesian local brand Mamasuka. Rather than simply displaying products, the company plans to emphasize its localized production capabilities and ability to develop products tailored to regional tastes and cultural preferences.
Particular attention will be given to Mamasuka, which has been gaining traction in Indonesia. The company plans to highlight its halal-certified “Hot Lava Sauce,” designed to match Southeast Asian consumers’ growing preference for spicy flavors. Daesang also intends to promote its seaweed snack brand “Gimbori,” targeting rising demand for convenient snack and ready-to-eat products in the region.
The company will also introduce localized products manufactured at its Vietnam production facilities. These include Jongga kimchi and Ofood cup tteokbokki products adapted for local consumer tastes, alongside tasting events designed to engage visitors directly.
Daesang’s booth strategy itself reflects the company’s broader localization approach. The exhibition space will combine Jongga, Ofood, and Mamasuka into a unified K-food brand experience designed to showcase both product diversity and brand scalability in overseas markets.
The company is also preparing digital touchscreen content and dedicated business consultation areas aimed at strengthening practical discussions with international buyers and distribution partners.
Industry observers say Daesang has been steadily expanding its influence across Southeast Asia by building local production systems and distribution networks in countries such as Indonesia and Vietnam. The company has also been actively targeting the global halal food market as demand for culturally customized food products increases.
“Global K-food exports are no longer just about selling Korean products overseas,” one food industry official said. “Competition is increasingly centered on how effectively companies adapt products to local food cultures and consumer preferences. Daesang has been strengthening its position in Southeast Asia by combining local production with localized branding strategies.”
