<Korean News> Which Korean Snack is Selling Better Overseas than Domestically?

Recently, among Japanese tourists visiting Korea, "Panbuchang" has been highlighted as a must-buy Korean snack before returning home.

<Panbuchang's Salt Bread and Chocolate Bread>

Convenience store CU opened a snack specialty store called "Snack Library" in Terminal 2 of Incheon International Airport in April 2024, targeting foreign tourists. Since its opening, Panbuchang’s salt bread has ranked first in cumulative sales until the end of the same year.

The second place also went to Panbuchang’s chocolate bread, with the sales of salt bread reaching 1.5 times that of the product in third place. A manager from BGF Retail, which oversees this store, stated, "It is extremely popular among Japanese customers."

<Snack & Ramen Library, CU T2 Incheon Airport Transit Center Store>

Meanwhile, Nongshim, the manufacturer, seems surprised by Panbuchang’s popularity in Japan. The Panbuchang series first appeared in November 2023, and by the end of the following year, the cumulative sales of its four varieties, including salt bread and chocolate bread, had reached 22 billion won.

Although it continues to sell steadily domestically, Nongshim reportedly did not anticipate its popularity in Japan. In fact, Panbuchang has not been officially exported to Japan.

A Nongshim representative mentioned, "The non-spicy, rich flavor, the cute 'bread otaku' character, and the uniqueness of a croissant-shaped snack seem to have gained significant support in Japan."

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