ROK Designates Some of its Overseas Diplomatic Missions as K-Food Hubs to Boost Global Market Expansion

The government of the Republic of Korea has designated 30 overseas diplomatic missions as K-food hubs to support exporters through on-the-ground assistance, information sharing, buyer matchmaking, and promotion.

On January 27, 2026, the Ministry of Agriculture, Food and Rural Affairs (MAFRA) and the Ministry of Foreign Affairs (MOFA) designated 30 overseas diplomatic missions as K-food hubs for 2026.

Applications for the hub designation were submitted by 43 overseas diplomatic missions of Korea and the selections were made among them based on a comprehensive assessment of (1) regional export growth rates and spillover effects, (2) diversification into promising and potential markets, and (3) each mission’s plans and capacity for cooperation with relevant organizations.

The designation of K-food hubs is part of the implementation of the national policy task “K-Food Expanding into Global Markets” as well as the “Global K-Food Export Strategy” jointly announced by relevant ministries in December 2025. Five missions were selected to serve as K-food hubs of Korea’s key markets -- the United States of America, the People’s Republic of China, and Japan; seventeen for the promising markets of the ASEAN, European, Central Asian, and Middle Eastern regions; and a further eight for potential markets across Oceania, Latin America and the Caribbean, and Africa.

The K-food hubs are expected to serve as a robust platform supporting exporters in their market development and global presence expansion. By fully utilizing their local diplomatic networks, these selected missions will provide comprehensive export support, including assistance with market entry and the resolution of on-the-ground challenges as well as the promotion of K-food in conjunction with public diplomacy.

The K-food hubs will first establish public–private consultative bodies involving local offices of relevant organizations such as the Korea Agro-Fisheries & Food Trade Corporation (aT), the Korea Trade-Investment Promotion Agency (KOTRA), and Korean cultural centers, as well as buyers and distributors. They will then collect, analyze and provide to Korean exporters local market information on non-tariff barriers, food-related regulations, and consumer trends. In addition, the missions will identify local distribution channels, assist exporters in addressing non-tariff barriers such as customs clearance and quarantine procedures, and help counter counterfeit and imitation products. They will also carry out promotional activities targeting influential local figures, influencers and consumers, focusing on major product items tailored to each region’s needs.

Minister of Foreign Affairs Cho Hyun stated, “The K-food hubs will serve as a core platform that organically integrates the economy and culture in line with the government’s K-initiatives. By fully utilizing their public diplomacy capabilities and local networks, the selected overseas missions are expected to help generate synergies that will not only raise awareness of K-food but also lead to tangible outcomes in terms of overseas expansion and export performance for Korean companies.”

Minister Cho further emphasized, “The government will continue to provide strong support to ensure that K-food can take root naturally in local communities through public diplomacy activities tailored to the unique characteristics of each mission’s host country and specific regional conditions.”

Minister of Agriculture, Food and Rural Affairs Song Miryung stated, “More than 80 percent of the K-food hubs are located in promising or potential markets such as the ASEAN region, Europe, the Middle East, and Latin America and the Caribbean. As such, they are expected to make a significant contribution to K-food’s market expansion.”

Minister Song added, “The missions operating as K-food hubs will use their  expertise to deliver practical and tangible solutions to export-related challenges that Korean companies face. We will make utmost efforts to achieve global prominence of K-food. To this end, we will work closely with relevant organizations in each mission’s jurisdiction, key local institutions, and experts, while pursuing integrated marketing with other K-initiative fields including culture, beauty and fashion.”