[K-FOOD GOES GLOBAL] Korean food makers grow vegan ranges to cultivate global audience

Industry

Published: 23 Jul. 2023, 17:29 Updated: 08 Aug. 2023, 15:56

[K-FOOD GOES GLOBAL] Korean food makers grow vegan ranges to cultivate global audience

Nongshim's vegan restaurant Forest Kitchen in eastern Seoul [NONGSHIM]

Some of Korea’s signature food is undergoing a vegan makeover in an attempt to cater to a wider global audience.

An array of Korean food utilizing meat alternatives has enthused not only vegans but also those excluding meat from their diet due to climate reasons or health-conscious consumers looking for more alternatives.

CJ CheilJedang’s widely popular Bibigo mandu (Korean dumplings), known for its juicy fillings made of pork and a variety of vegetables, launched as a vegan version labeled as PlanTable in 2021 replacing meat with beans.

The goal with PlanTable Bibigo mandu was to mimic the texture and flavor of meat so that non-vegans would love it too.

CJ extracted vegetable protein from beans to develop what’s called Textured Vegetable Protein (TVP) to imitate the chewy texture one expects from meat.

The PlanTable range includes the likes of mandu, tteokgalbi (grilled short rib patties), rice balls and kimchi.

Kimchi, which uses a type of Korean fish sauce to create its pungent yet savory flavor, has been also replaced with a plant-based seasoning, as it targets those who do not eat seafood either.

PlanTable has sold a total of 6 million units of its products since 2021 which translates to 30 billion won ($23 million). A third of this figure is attributable to exports.

Exports started with 10 countries including the United States, Singapore and Australia and have since expanded to more than 30 locations, including Germany, India and countries in Africa.

"With a growing number of the younger generation prioritizing wellness globally, PlanTable products will be able to cater to not only vegans but also those who seek healthy food," said a CJ CheilJedang spokeswoman.

Nongshim, a Shin Ramyun producer, has taken the vegan approach to Korea's fine dining.

It opened Korea's first vegan fine-dining restaurant called Forest Kitchen in eastern Seoul last year.

Utilizing ingredients that are frequently used in Korean dishes such as water parsley, dongchimi (water-based radish kimchi), gotgam (dried persimmons) and perilla oil, Forest Kitchen aims to deliver Korea's traditional flavor in a healthier way.

The restaurant has appealed to foreigners as not many Korean restaurants offer vegan options due to the relatively small demographics here that do not eat meat.

"About 10 percent of the restaurants' monthly customers are foreigners," Nongshim spokesman said.

Pulmuone, a Korean food giant well-known for its tofu products, is taking a slightly different approach with meat alternatives.

While most companies turn to beans or the TVP for meat alternatives, Pulmuone has stuck to what it does best — tofu — as a main ingredient in replacing meat.

Pulmuone's lineup of plant-based products sold in the U.S. [PULMUONE]

Stacking up thinly sliced tofu, Pulmuone imitated the look, flavor and texture of chicken. With the patented technology, Pulmuone's tofu-based Like Tender, similar to chicken nuggets, is one of its best-selling items among its plant-based lineup. It also has tofu-based ‘meat crumbles’ which can be poured over noodles or a bowl of rice for a quick and healthy meal.

Pulmuone was also doing plant-based food business in the United States from early on. After acquiring local tofu giant Nasoya in 2016, Pulmuone has launched various tofu and bean-based meat products in the United States under the brand Plantspired.

It has two meat alternative products — the Korean BBQ Steak and Gochujang Steak — which are made of textured soy protein.

"In the United States, most meat alternatives take the form of patties, but the Plantspired products are strips which you can grill with a frying pan," said a Pulmuone spokesman. "Also, since TVP technology is up to a certain level for all companies, it is important to differentiate with sauce that boosts the flavor and texture of the meat alternative. We have chosen bulgogi and gochujang sauce to amp up the flavor."

Pulmuone's sales objective is to raise the portion of plant-based food out of all product categories to 62 percent from the current 50 percent by 2025.

BY JIN EUN-SOO [jin.eunsoo@joongang.co.kr]