Pick n Pay rides the K-wave with new range of authentic Korean flavours
Dave Ramsden, Divisional general manager at Pick n Pay; and Choong Sik Jang, KOTRA’s Regional Director-General for Africa
Image: Supplied.
As South Africa continues to embrace global culinary trends, Pick n Pay is set to add a little more flavour to its aisles with the introduction of a new range of authentic Korean cuisine.
This venture into Korean food, often referred to as K-food, aligns perfectly with the global rise of South Korean culture, which has surged in popularity through its dramas, movies, and music, all contributing to an increased interest in the nation's unique culinary offerings.
Starting December, shoppers will be able to explore over 80 Korean products, including dry goods, sauces, snacks, cold drinks, and frozen foods, nestled on Pick n Pay shelves across select stores.
The initiative has been launched through a collaboration led by Korea's Ministry of Agriculture, Food and Rural Affairs (MAFRA), and supported by the Korea Trade-Investment Promotion Agency (KOTRA) and Market Kokoro, a local retailer dedicated to bringing authentic K-food to South African consumers.
To officially mark this milestone in trade relations, the launch event took place at Pick n Pay On Nicol in Bryanston, coinciding with the G20 conference, and attended by KOTRA’s Regional Director-General for Africa, Choong Sik Jang, alongside senior executives from Pick n Pay.
Robert Gawith, Category Specialist at Pick n Pay, expressed enthusiasm about this new addition, stating, “Korean cuisine is one of the growth categories within Pick n Pay’s Taste of the World initiatives, which also includes Italian, Mexican, and Thai foods. The unique and bold flavours of K-food, with their sweet and spicy elements, along with a reputation for healthiness and variety, position it as one of the most thrilling culinary cultures globally.”
He highlighted that while Asian cuisine, particularly Indian and Chinese, has long been a favourite among South Africans, K-food is now emerging as an exciting new category ripe for exploration.
KOTRA has played a crucial role in enabling Pick n Pay to curate a selection of Korean products tailored for local tastes, establishing connections with reliable suppliers and facilitating business relationships.
“This partnership not only enhances Pick n Pay’s global food portfolio but also provides Korean companies with a trusted and scalable retail platform,” Jang said.
As Korean cuisine gains momentum in South Africa, Pick n Pay's new range of delicious K-food options offers an unprecedented opportunity for shoppers to experience the vibrant and flavoursome tastes of Korea without stepping foot outside their country. From classic dishes to immersive shopping experiences, this initiative promises to satisfy the appetites of adventurous food lovers across the nation.
Image: Supplied.
“It represents a landmark moment for the growth of Korean cuisine in the South African market, integrating Korean products alongside established global categories within one of the country's prominent retail chains.”
Shoppers can anticipate an array of classics, such as the iconic fermented kimchi, the spicy Gochujang chilli paste, extra-crispy sweet-and-spicy Korean Fried Chicken, Bibimbap, a colourful rice bowl with vegetables, meat, and a fried egg, and Tteokbokki, the chewy, spicy rice cakes that have become synonymous with Korean street food.
Beginning November 17 through to the end of December, the Pick n Pay On Nicol in Bryanston will feature a dedicated Korean section, complete with a hot food counter where customers can dive into the K-food experience.
Plans include a pop-up Korean street food stall every Saturday and live cooking demonstrations from South African-Korean chef Danny Lee.
The K-food range will be rolling out in Pick n Pay The Verge, Pick n Pay Plettenberg Bay, and Pick n Pay Ottery from early December, with an advance preview already taking place at Pick n Pay On Nicol in Bryanston.
BUSINESS REPORT