Nori exports set another record: $9.97 billion in 2024, driven by K-food superfood craze

1. The Korean Kim that the world is talking about - the secret behind the $9.97 billion record

South Korean seaweed exports hit a record $997 million in 2024, and international media took notice. CNN reported on the phenomenon with the headline "Korean Seaweed Breaks Records Again," and the BBC described it as "The Black Paper Taking Over Western Plates."

What makes this number so amazing is the rate of growth: from $543 million in 2020, seaweed exports have nearly doubled in just four years. Even when the global economy was struggling, nori was an exception.

Of particular note is that the 2024 growth in seaweed exports is not just quantitative: while Asian consumers have been the primary customers in the past, consumers of all ethnicities are now buying seaweed, including Caucasians, Hispanics, and Blacks.

👉 â Trusted data: Official release from the Korean Ministry of Oceans and Fisheries

2. What's steaming? The black paper the West is addicted to

"It looks like black paper, but tastes like the ocean with a hint of salt." This was Sarah Johnson's (28) first impression of nori when I met her in New York City. At first, I thought it looked weird. But after tasting it once, she says she eats nori on her lunch salad every day.

Nori (Seaweed or Nori) is a traditional Korean food made from thinly dried seaweed that grows in the sea. To Westerners, it's called "edible paper" or "sea vegetable". In recent years, it has even earned the nickname "Korean superfood".

One of the reasons Westerners are so obsessed with nori is its unique flavor. It has a strong umami flavor called "umami". Many foreigners testify that once they try it, they keep coming back for more. Its crunchy texture has also made it a popular healthy snack alternative to potato chips.

According to a K-Mart employee who sells Korean seaweed in London, the number one question customers ask is, "How do I eat this?" You can just tear it open and eat it. You can put it on a salad. When you explain that you can eat it with rice, they're usually surprised.

👉 â For more information: Statista Seaweed Export Statistics Data

3. The Superfood Craze: Le Po - The Nori Wars from New York to London

It's 10 a.m. at a Whole Foods store in Brooklyn, New York. The scene in front of the Korean seaweed section is remarkable. A white housewife is loading a 10-pack of nori into her cart. A Hispanic young man is perusing the nutrition label on the nori. A black fitness instructor is asking an associate, "Is this really only 10 calories?"

This isn't just a New York phenomenon - it's similar in the K-food section of Tesco in London. A similar scene is playing out in the Asian food section of Monopoly in Paris. Nori has become more than just an "Asian food", it's a "global superfood".

Nori has exploded in popularity, especially with the increased focus on health since COVID-19. The US FDA's classification of nori as a "low-calorie, high-nutrient food" has also had a big impact. A single sheet of nori has just 5 calories. It's rich in iodine and vitamin K, making it the "perfect diet snack.

David Kim, a London-based seaweed importer, says his business is growing. "Since 2021, orders have been increasing by more than 301 tons per year," he says, "with female customers in their 20s and 40s accounting for 601 tons." They buy nori primarily for diet and health purposes.

"When I first started eating nori, it was weird," says Claire Dupont, 32, a yoga instructor from France, whom I met in Paris. "The first time I ate nori, it was weird," she says, "but now I eat it at least once a day." "I've lost weight and my skin has improved," she says. "I've lost weight and my skin has improved since I started eating nori instead of potato chips." As testimonials like these spread across social media, the popularity of nori is spreading.

4. The Miracle of K-Dramas - Kim Goes Viral from Netflix to TikTok

When "The Squid Game" became a global phenomenon in 2021, one surprising thing happened. International audiences, inspired by the drama's seaweed scenes, began to seek out Korean seaweed, says the president of K-Mart in New York. "After the show aired, our nori sales increased by 3001 TP3T."

Netflix hasn't missed the trend, producing a series of Korean food documentaries, including A Nation of Kimchi and A Nation of Banchan, which showcase the intimate details of how seaweed and kimbap are made. It was a breath of fresh air for Western audiences.

On TikTok, the hashtag "#KoreanSeaweed" has surpassed 1 billion views. Influencers in the U.S. and Europe are posting seaweed vlogs, especially creative recipes that use seaweed. Examples include seaweed avocado toast and seaweed cheese rolls.

YouTube has also seen a surge in seaweed-related content: searches for "How to eat Korean seaweed" have increased by 4001 TP3T since 2023. International cooking channels are popping up with seaweed recipes.

👉 â K-Content information: Netflix's "A Nation of Kimchi" official page

5. Why nutritionists are taking notice - nori vs kale, the real winner?

When we think of "superfoods" in the West, kale is the first vegetable that comes to mind. But there's a growing consensus among nutritionists that nori may be able to surpass kale. According to nutrition researchers at Harvard Medical School. "The nutrient density of nori is much higher than kale."

Nori is a revolutionary food, especially for vegans. Vitamin B12 is usually only found in animal products. However, nori contains ample amounts of B12. This is great news for the 50 million vegans in the world.

"It's the sea's multivitamin," says London-based nutritionist Dr. James Wilson. "Nori is the multivitamin of the sea," he says, "and it's an easy way to replenish iodine, which is particularly lacking in the modern diet." However, he cautions against overconsumption.

6. The Billion Dollar Scenario - Will Nori Unseat Avocado?

After reaching $9.97 billion in seaweed exports in 2024, the industry is confident of breaking the $1 billion mark in 2025. It's not just a number - $1 billion is the threshold for being recognized as a 'major player' in the global food market.

Avocados are a good comparison. In 2015, the global market for avocados was $400 million, but it grew to a $13 billion market by 2024, riding the healthy eating trend among millennials. Nori is likely to follow a similar trajectory.

Of particular note is the proliferation of new markets. Currently, seaweed is exported to 122 countries. However, the African and South American markets are still in their infancy. As the popularity of K-content spreads in these regions, the demand for nori is expected to increase.

Product diversification is also a growth driver. Currently, seasoned nori is the mainstay, but new products such as nori powder, nori oil, and nori snack bars are being developed. This will transform nori from just an 'Asian food' to a 'global ingredient'.

South Korea's Ministry of Oceans and Fisheries aims to reach $2 billion in seaweed exports by 2030. To that end, it is working on branding the product as 'K-Gim'. Globally, there is also an ongoing effort to get people to refer to nori as 'Gim' instead of 'Nori'.

Conclusion

Nori exports reaching a new record of $9.97 billion in 2024 is more than just a number - it's proof that consumers around the world are enamored with South Korea's sea vegetable. It's no longer surprising to see nori sell out at Whole Foods in New York.

The cultural ripples created by K-dramas and Netflix are here to stay. Kim is becoming more than just an export, it's becoming a symbol of Korean culture. Breaking the $1 billion mark in 2025 is just the beginning.

Related content

📖 Read more:

• Why do Koreans eat everything at once? 7 Philosophies Behind the Banchan Culture
• Buldak fried noodle craze: Why Korea's ramen exports surpassed $100 million per month?
• A Foreigner's Complete Guide to Korean Haejang Food - From Bean Sprout Soup to Buk Eotguk

Frequently asked questions