Summary: Korean snack exports shattered records in 2025, surpassing $700 million for the first time ever. Choco Pie, Kkobuk Chip, and Honey Butter Chips are leading the global Korean snacks trend across American, Chinese, and Southeast Asian markets, riding the unstoppable K-food wave.
1. Korean Snacks Global Trend 2025: Why Is the World Obsessed Right Now?
The Korean snacks global trend 2025 has reached unprecedented heights, with exports hitting all-time records. According to the Korea Agro-Fisheries & Food Trade Corporation, confectionery exports reached $354 million in the first half of 2024 alone—an 11.4% jump from the previous year. Industry projections suggest total 2025 exports will break the $700 million barrier. Among all processed food exports, snacks now rank second at 8.8%, trailing only behind ramyeon (instant noodles).
Global consumption patterns are shifting dramatically. The U.S. market posted a stunning 31.9% year-over-year increase with $58 million in exports, while China and Vietnam showed double-digit growth. The convergence of viral social media marketing and strategic K-drama product placements has catapulted Korean snacks into mainstream consciousness worldwide. What started as a niche trend has become a full-blown cultural phenomenon—think of it as the snack equivalent of the BTS effect.
1. First-half 2024 confectionery exports: $354 million achieved
2. Projected 2025 total exports: Breaking $700 million
3. U.S. market growth: 31.9% year-over-year surge
4. Snack category share: 8.8% of all processed food exports
2. Top 5 Korean Snacks Dominating International Markets (2025 Rankings)
The Korean snacks global trend 2025 is dominated by five powerhouse products: Choco Pie, Kkobuk Chip, Honey Butter Chips, Saewookkang (shrimp crackers), and Pepero. Orion’s Choco Pie sold over 4 billion units throughout 2024, generating approximately $480 million in revenue. In Vietnam, this marshmallow-filled chocolate treat has become so culturally embedded that families place it on ceremonial offerings—a status reserved for national staples.
Kkobuk Chip exploded in the American market with its innovative four-layer crunch texture. The snack became a Gen Z sensation, earning shelf space in Google and Netflix corporate snack bars. Sales skyrocketed from $10 million in 2024 to a projected $16.5 million in 2025. Meanwhile, Honey Butter Chips claimed the #1 spot in H-Mart’s snack rankings across the U.S., maintaining steady annual sales of $1.6 million—impressive longevity for what many dismissed as a temporary fad.
1. Choco Pie: 4 billion units sold in 2024, Vietnam’s national snack status
2. Kkobuk Chip: Google & Netflix snack bars, $16.5M projected sales
3. Honey Butter Chips: #1 at U.S. H-Mart, $1.6M annual revenue
4. Saewookkang: 9 million bags monthly, undisputed classic
5. Pepero: Global distribution across Japan, China, and America
3. 3 Reasons the K-Food Craze Is Fueling Korean Snack Popularity
The first driver is K-drama and K-pop product placement power. When BTS or BLACKPINK members are spotted eating Korean snacks on social media, fan communities immediately take notice. Netflix originals featuring Korean snacks trigger instant export spikes—a phenomenon marketing experts call “the K-content multiplier effect.” It’s similar to how Reese’s Pieces sales exploded after appearing in E.T., but happening continuously across multiple platforms.
Second is the perfect balance of health consciousness and indulgence. Global consumers increasingly seek lower-calorie options made with natural ingredients, and Korean snacks deliver exactly that. Low-sugar granola bars and high-protein snacks have gained particular traction in Mongolia and Southeast Asian markets, positioning Korean brands as the “better-for-you” alternative to traditional Western junk food.
Third is the explosive power of social media viral marketing. TikTok and Instagram Reels have transformed Korean snack challenges into global phenomena among Gen Z consumers. With 82% of Gen Z spending an average 58 minutes daily on TikTok, Korean snack-related hashtags have accumulated hundreds of millions of views. These organic viral moments create marketing impact that traditional advertising simply can’t match—and it costs Korean brands almost nothing.
1. K-drama and K-pop celebrity product placement effect
2. Low-calorie, natural ingredients meeting health trend demands
3. TikTok and Instagram viral challenges capturing Gen Z attention
4. 2025 Korean Snack Export Analysis: Country-by-Country Breakdown
Korean snack exports reached $770 million in 2024, marking a 17.4% year-over-year increase and setting a new all-time record. The United States dominated with 37% of total exports worth $282 million, followed by China and Japan. Russia’s market showed particularly impressive double-digit growth as Orion expanded beyond Choco Pie into watermelon-flavored variants and Fresh Pie, establishing a diversified product portfolio.
Government support policies have significantly contributed to export growth. The Korea Agro-Fisheries & Food Trade Corporation and KOTRA operate overseas trade show participation programs and local distribution network expansion initiatives, helping small and medium confectionery manufacturers break into global markets. Overseas factory construction also accelerated in 2024, with Orion investing $16.5 million in a flake production facility at its Shenyang, China plant.
1. United States: $282 million (37% of total exports)
2. China: Double-digit growth, Ogamja Tomato flavor breakthrough
3. Japan: Stable exports maintaining existing market share
4. Vietnam: Choco Pie achieves national snack icon status
5. Russia: 1.6 billion Choco Pie units sold annually
5. 3 Ways Foreigners Can Buy Korean Snacks Anywhere
The first option is online platforms. Amazon, Coupang Global, and H-Mart’s online store make purchasing Korean snacks effortless. Amazon offers popular products like Choco Pie, Honey Butter Chips, and Pepero with Subscribe & Save options, with average delivery times of 3-7 days. Prime members often get free shipping, making it the most convenient choice for American consumers.
Second is visiting brick-and-mortar retail locations. Major U.S. chains including Walmart, Costco, and Target now feature dedicated K-food sections, while European retailers like Carrefour and Selfridges stock Korean snacks. Particularly noteworthy is Five Below’s recent addition of Kkobuk Chip—marking the first Korean snack ever to enter this popular discount chain’s inventory.
Third is delivery app utilization. Foreigners living in Korea can order convenience store snacks through Baedal Minjok (Baemin) and Coupang Eats. These services operate 24/7 and offer English and Chinese language interfaces, with most orders arriving within 30 minutes in urban areas. For a complete guide on using Korean delivery apps, check our comprehensive Korean delivery app guide for foreigners.
1. Online: Amazon, Coupang Global, H-Mart online store
2. Offline: Walmart, Costco, Target, Carrefour K-food sections
3. Delivery apps: Baedal Minjok, Coupang Eats (Korea residents)
6. Frequently Asked Questions (FAQ)
Choco Pie leads with 4 billion units sold in 2024. Kkobuk Chip is rapidly growing with $16.5M projected sales in America, while Honey Butter Chips claimed the #1 spot in H-Mart’s U.S. snack rankings.
The United States ranks #1, accounting for 37% of total exports at $282 million in 2024. China and Japan follow as the second and third largest markets respectively.
Amazon and Walmart’s online stores offer extensive selections. Physical locations include Costco and Target’s K-food sections, while H-Mart operates stores throughout the United States carrying diverse Korean snack varieties.
Three main factors drive popularity: K-drama and K-pop product placement, health-conscious formulations with natural ingredients, and viral social media marketing. TikTok and Instagram have made Korean snacks particularly popular among Gen Z consumers worldwide.
Health-oriented snacks using low-calorie, high-protein, and natural ingredients will continue growing. Customized product development tailored to local market preferences is also expected to accelerate across different regions.
7. Related Reading and Reference Materials
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Reference Sources
1) Korea Agro-Fisheries & Food Trade Corporation (aT), “First Half 2024 Confectionery Export Trends”
2) Korea Economic Daily, “Following K-Wave… Korean Confectionery Eyes $700M+ Exports”, July 31, 2024
3) EconMingle, “Word-of-Mouth Success… This Product Became a Cash Cow Overseas”, February 28, 2025
4) JoongAng Economy News, “K-Snack Export Surge: Orion Q3 Performance”, November 13, 2025
5) Korea Food Technology Association, “Global Food Market 2024 Analysis and 2025 Outlook”
Additional Resources (YouTube & Social Media)
1. YouTube search: “Korean snack haul 2025” – International YouTuber Korean snack review videos
2. TikTok hashtags: #KoreanSnacks #KSnackTrend – Global consumer reactions
3. Instagram hashtags: #KoreanSnacks #GlobalSnacks – Real-time trend monitoring