The North American market is buzzing with a new health-conscious trend, sparked by the rising popularity of weight management treatments like Wegovy and Ozempic. Riding this wave, weight management K-foods such as konjac jelly and protein drinks are catching the eye of local buyers, blending the allure of Korean cuisine with wellness goals.
In a recent announcement, the Ministry of Agriculture, Food and Rural Affairs and the Korea Agro-Fisheries & Food Trade Corporation (aT) shared exciting news from their 2026 North America K-Food Fair Business-to-Business (B2B) export consultation. Held in the heart of Manhattan on August 18-19, the event was a smashing success, facilitating 461 export consultations and securing memorandum of understandings (MOUs) and contracts worth 12 million USD.
This star-studded event brought together 38 innovative Korean food exporters and over 70 buyers from across North and Latin America. It wasn’t just about the U.S. market – the fair cast a wider net, aiming to forge new trade relationships across the Americas.
Tapping into the growing health and wellness craze sweeping North America, the fair spotlighted a range of good-for-you goodies. Think low-cal, high-protein, and gluten-free options that had buyers buzzing. Konjac jelly, protein-packed drinks, and soybean protein rice noodles were the talk of the town, offering that perfect blend of convenience and health that today’s consumers crave.
The weight management sector was particularly hot, raking in MOUs worth about 5 million USD – talk about a weighty success!
The fair was a feast for the senses, organized into four mouthwatering themes: K-Wellness, K-Snacks, K-Convenience Foods, and K-Flavor. From farm-fresh produce to beauty-boosting treats, teas to tantalizing snacks, instant meals to kimchi, and an array of sauces, the event was a one-stop shop for buyers looking to ride the wave of changing consumer tastes.
The opening night on August 18 kicked off with a networking reception that was the hottest ticket in town. With 150 industry insiders in attendance, including export companies, buyers, and local food moguls, it was a night to remember. The star of the show? K-sauces like ssamjang, giving local buyers a chance to literally taste the future of food trends.
The real business went down on August 19, with intense B2B export consultations. It was speed-dating for the food world, with Korean exporters and North American buyers getting cozy in one-on-one meetings, hunting for the next big food trend and export opportunity.
Looking ahead, the Ministry of Agriculture and aT are cooking up plans to push more K-foods tailored to North American health and wellness trends into the spotlight. But they’re not stopping at the U.S. border – Canada and Latin America are next on the menu as they stir up a recipe for market diversification.
Jeong Gi-chan, aT’s export food director, couldn’t contain his excitement: The U.S. has become our number one fan, topping the agricultural export charts since 2024. But trust me, it’s just getting started with K-food! It’s taking the ramen and snack craze to the next level, introducing fermented foods, convenience meals, and fresh produce that’ll knock your socks off. And it’s not just conquering North America – they’re setting its sights on Latin America too. It’s going to be delicious!