The United Arab Emirates is rapidly becoming a hotspot for Korean culinary exports as demand for K-food surges across the Middle East. A recent trade fair in Dubai highlighted this growing trend, with Korean companies securing multimillion-dollar deals while introducing regional buyers to everything from kimchi to premium Hanwoo beef. The event underscored how Korea’s cultural influence is translating into tangible business opportunities in the Gulf.
Organized by the Korea Agro-Fisheries & Food Trade Corporation (aT), the two-day Dubai K-Food Fair brought together 30 Korean food producers and 60 Middle Eastern buyers. Over 250 business meetings took place, resulting in seven signed agreements worth more than $2 million. Key products in the spotlight included halal-certified red ginseng, tteokbokki (spicy rice cakes), and Korean beef, all tailored to meet the preferences of Islamic markets. Industry experts noted that the UAE, with its high purchasing power and strategic trade position, serves as an ideal gateway for Korean food exports into the region.
One of the most promising trends is the rising demand for Hanwoo beef, which made its official debut in Abu Dhabi just before the fair. Unlike Japan’s fatty Wagyu, Hanwoo offers a leaner yet richly flavored alternative that has already captivated local chefs and food enthusiasts. A representative from the Hapcheon Livestock Cooperative Federation confirmed strong interest from importers, with at least one memorandum of understanding signed during the event. Meanwhile, Korean snacks like tteokbokki and rabokki (a ramyeon-infused variation) are gaining traction, with buyers suggesting minor tweaks to better suit regional tastes.
The shift in consumer behavior is striking. According to Shin Dong-chul, founder of UAE-based retailer 1004 Gourmet, Korean food was once consumed mostly by expatriates. Today, 80% of his customers are locals—a testament to the global Hallyu wave and word-of-mouth endorsements from chefs and influencers. This cultural penetration is further amplified by initiatives like Korea 360, a Dubai pop-up showcasing Korean food, fashion, and entertainment, which has drawn thousands of visitors since its April launch.