01 Dec 2025 Pick n Pay introduces Korean food markets in SA

Pick n Pay is tapping into the global popularity of Korean culture by launching dedicated Korean food markets in select stores across the country….

With the rise of K-dramas, K-pop, and Korean beauty products, the retailer sees growing enthusiasm for Korean cuisine among local shoppers.

From December, customers will find more than 80 Korean food items, including dry goods, sauces, snacks, drinks, and frozen meals. The initiative is supported by Korea’s Ministry of Agriculture, Food and Rural Affairs, the Korea Trade-Investment Promotion Agency (KOTRA), and Market Kokoro, ensuring authenticity and quality.

The launch was marked at Pick n Pay’s flagship On Nicol store in Bryanston, where a dedicated Korean section is running until the end of December. Shoppers can enjoy freshly prepared dishes at a hot food counter, sample street food every Saturday, and even cook ramen on site for an immersive experience.

Popular dishes

Among the products are staples such as kimchi, gochujang (fermented chilli paste), Korean fried chicken, bibimbap rice bowls, and tteokbokki rice cakes. These offerings reflect the cuisine’s distinctive sweet-and-spicy flavour profile, its reputation for balance and health, and the social nature of many dishes.

According to Pick n Pay’s category specialist Robert Gawith, Korean food is becoming one of the retailer’s fastest-growing segments. The initiative strengthens its “Taste of the World” range, which already includes Italian, Mexican, and Thai cuisine.

For KOTRA, the partnership provides Korean suppliers with access to one of South Africa’s most influential retail networks, making the cuisine more accessible to mainstream shoppers.

Rollout plans: Following the Bryanston preview, the Korean food range will expand to additional stores, including Pick n Pay The Verge, Pick n Pay Plettenberg Bay, and Pick n Pay Ottery, from early December.

Source: PnP