Storecheck South Korea – tradition and modernity in a truly fascinating country

Not long ago, South Korea was one of the economically least interesting and poorest countries in the world. However, this small but hugely populous country has emerged from the shadow of the Asian superpowers Japan and China in an astonishingly short space of time in recent decades and is now one of the most highly developed and richest countries on our planet – a more than fascinating fact that is also impressively reflected in South Korean supermarkets, as we were able to experience during our store check in the capital Seoul. The products and packaging designs are a successful, even spectacular mix of tradition and modernity. Below we summarize the highlights of our exploration tour through E-Mart, Lotte Mart and Co.

A brief portrait of the South Korean supermarket industry

South Korean supermarkets are characterised by their comfortable, convenient character and a generally very wide range of products. E-Mart, Lotte Mart, and Homeplus, three of the largest retail chains in the country, each run over 100 stores, primarily located in urban areas. They provide customers with a vast selection of groceries, electronics, clothing, and more. In some cases, there are additional services in or near the stores, such as catering facilities and/or entertainment options like cinemas. Some supermarkets use modern technologies such as mobile apps for online shopping, self-service checkouts and loyalty programmes to ensure an all-round appealing shopping experience.

For those South Koreans who are particularly keen on naturalness and regionality, GS Supermarket is also a supermarket chain that sells high quality fresh produce such as fruit, vegetables, seafood and meat at competitive prices while supporting local farmers. Also worth mentioning is the US wholesale giant Costco, which has 16 locations in South Korea and is very popular due to its wholesale options. Convenience stores such as CU, GS25 and 7-Eleven, which are open around the clock and also offer a wide range of products, complete the gigantic South Korean market landscape.

Overall, South Korea’s supermarket industry provides a good mix of traditional and innovative shopping experiences that meet the needs of modern consumers.

No Brand – the “unbranded” cult from South Korea

No Brand can be seen as representative of South Korea’s extraordinary development. Launched in 2015 as a private label of the leading South Korean discounter E-Mart, the label quickly achieved cult status – even beyond the country’s borders. It now has its own No-Brand shops in Korea, the Philippines and Vietnam. Large shopping centres and other shops have also set up special No-Brand corners. From cheap brand to cult label, from insignificant country to dynamic economic power – that’s No Brand and South Korea.

With around 800 products from the food, household and electronics sectors, No Brand offers an extensive range. The idea behind the brand is to reduce the costs normally associated with the brand name and offer high-quality items at reasonable prices. Popular products from No Brand include the purple-coloured sweet crisps, the chocolate chip cookies in the large family box, which are divided into numerous packs of 10, and the butter cookies, which are also divided into several packs of 10.

Ramyun as an integral part of South Korean food culture

Ramyun has become an integral part of South Korean culinary culture. Inexpensive, very quick to prepare and available in a wide range of flavours from mild to spicy: these characteristics make the instant noodles one of the most popular dishes in the country, especially among working people and students. Ramyun restaurants and ramyun brands are very popular in South Korea and are accordingly widespread.

We would like to highlight the Ramyun Library in Hongdae, a lively neighbourhood of the art and culture scene in Seoul. It is THE meeting place for all lovers of instant noodles. There are over 200 types of ramyun to choose from. Visitors can also dive deeper into the history and tradition of the dish in the “library”.

When it comes to ramyun brands, Buldak clearly stands out. The brand’s instant noodles are extremely spicy – so much so that they have achieved worldwide fame. In the “Fire Noodle Challenge” on social media, brave people demonstrate how they eat the more than just spicy noodles – or at least try to. The Danes are less enthusiastic: they fear negative health effects due to the disproportionate spiciness and are therefore considering banning the sale of Buldak products. Even Hochi, the cute fire chicken that acts as the brand’s mascot on the packaging and in advertising campaigns, can’t help.

Vacuum-packed packaging for meat products

In South Korea, vacuum-packed packaging solutions for meat products such as chicken wings or meat skewers are typical. Apart from reliably protecting the food, they allow consumers to see it directly. This compact, transparent packaging method is less common in other countries, which is why it caught our eye.

Eggs (packed) differently

While eggs are generally packaged in plain grey cartons in Germany and many other countries around the world, the South Korean market also relies on colourful, eye-catching designs. The colourful packaging is intended to attract attention and give the respective suppliers an advantage in the competitive egg market. However, for consumers who prefer the usual, classic look, the eggs are also available in the cartons we are used to.

Whilst we’re on the subject of eggs, we’d like to briefly mention smoked eggs. Smoked eggs are a real speciality in South Korea. They are traditionally smoked over wood or tea leaves. This gives them a smoky flavour and a brown colour. Whether as a snack or to add that certain something to various dishes, smoked eggs are very popular with South Koreans.

Peacock lunch kits for tasty and healthier fast food

Many South Koreans, especially working people and students, have neither the time nor the inclination to spend long hours cooking. To enjoy tasty and reasonably healthy meals without too much effort, they like to pick up their favourite Peacock Lunch Kits from E-Mart. These cover both traditional Korean and various international cuisines and are therefore available in a number of variants.

Each kit is made up of carefully selected ingredients and provides clear instructions for quick and easy meal preparation. The packaging is a conventional disposable food packaging box, framed by an eye-catching banderole. The varieties are differentiated by colour – the spectrum ranges from bold, bright colours to pastel shades and wooden looks. This makes it easy for consumers to recognize the different flavours. The banderoles also display appetizing food images that encourage consumers to buy the kits.

Snacks and sweets with a traditional and regional flavour

Buttery waffles, biscuits with fruit jelly, soft, fluffy cakes with creamy vanilla pudding et cetera: of course there are all kinds of sweet temptations in South Korean supermarkets that few people can resist. However, we find the snacks and sweets that have a certain traditional character and/or a regional connection through the ingredients much more interesting.

South Koreans have a penchant for savoury snacks – corn dogs and gimbap in particular are available in every supermarket. Corn dogs combine a juicy centre of cheese or sausage with a crispy coating. Depending on the product, the coating may even include deep-fried cheese cubes. Gimbap is a rolled dried seaweed leaf with a rice, vegetable, meat and/or fish filling – the South Korean version of tortilla and kebab, so to speak.

Here are some examples of other special snacks and sweets in South Korea:

– Good Today Buttergarlic Popcorn: Popcorn with butter and garlic
– Sajo Crispy Seaweed: Seaweed snack with a crunchy yet light texture
– Dried persimmon fruit from various brands: Persimmon is very popular in South Korea
– Delight Project Protein Bagel Chips: Protein-rich chips made from bagels
– Mom’s Choice Korean Flat Rice Cake: Flat rice cake
– Orion Choco Pie Watermelon: Cake with watermelon flavoured marshmallow filling including chocolate chips to imitate the melon seeds and chocolate coating
– Cham Bung A Pang: Fish-shaped pastries, usually served warm, filled with sweet red bean paste or – more modern – with pudding or chocolate
– Lotte Sweet Corn Ice Cream Sandwich: Sweet corn on the cob with a creamy ice cream filling, wrapped in a crispy wafer sandwich
– Samlip Honey Mini Yakgwa: Small honey-soaked pastry cakes
– Fruit gums in alternative flavours such as lychee or grapefruit
– Pepero: The South Korean version of Pocky in Japan or Mikado in Europe, thin, crispy biscuit sticks in various flavours, such as chocolate, strawberry or almond

Fun fact: In South Korea, Pepero Day is celebrated on November 11th to celebrate love and friendship. And what do South Koreans particularly like to give each other on this day? That’s right, Pepero!

High-quality gift boxes for special occasions

Speaking of gifts: On important holidays such as Chuseok (“autumn evening”, comparable to Thanksgiving in Europe or Thanksgiving in the USA), New Year and other special occasions, South Koreans like to show their appreciation to their loved ones with gift boxes. Accordingly, various boxes can be found in supermarkets, for example with culinary highlights: The Dongwon brand offers several tins of tuna in one box, available in various flavors. In contrast, the Spam brand from the USA provides boxes of their breakfast meat in different flavors.

Incidentally, gift boxes are also very popular in Japan. Click here for the report on our store check in the Land of the Rising Sun.

South Korean beer brands from classic to trendy

If you look at the relatively high number of South Korean beer brands and their enormous popularity among the people in the country, you can certainly come to the conclusion that South Koreans appreciate beer just as much as we Germans do. One of the best-known brands is Cass. The manufacturer’s beers are ever-present in bars and restaurants. They are popular when socializing with family and friends. The Hite and Max brands are also firm favourites in the South Korean beer scene. Cafri appeals to younger consumers in particular with its rather special branding.

With Terra and Kelly, there are also two very young brands that are really shaking up the beer market in the country. Terra was launched in 2019 and has quickly gained popularity. From a purely visual perspective, the brand could easily be mistaken for an imported beer brand, as the packaging is strongly reminiscent of Heineken. It also uses Australian barley malt. In this sense, Terra has an international appeal. Kelly was launched in April 2023. The brand had no teething problems at all: After just 99 days, 100 million bottles had already been sold over the counter.

The refreshment par excellence: Pouch drinks in a Cup

Pouch drinks with ice cups are a real speciality in South Korea and a welcome refreshment, especially on hot summer days. The concept: you buy a syrupy drink in pouch packaging and a plastic cup filled with ice cubes. You then pour the drink over the ice and give free rein to the cool pleasure in the truest sense of the word. GS Retail’s YOOUs is one of the best-known brands. Thanks to coffee, tea and many fruit flavours, there is something for every taste. Cantabile also offers pouch drinks in various, often very creative flavours. The brand also attaches great importance to high-quality ingredients.

During our store check in South Korea, we noticed other exciting drinks, including the Chung Jung One Hongcho Fruit Vinegar Drink. This is a fruit vinegar that is available in various fruit flavours and is extremely popular due to its potential health benefits. Jinro Sparkling Soju Peach Flavour appeals to lovers of special alcoholic drinks. This variant of the traditional South Korean alcoholic drink soju is carbonated and has a fruity peach flavour, giving it a special freshness kick.

We would also like to highlight Lotte Milki’s soft drink: this carbonated drink has been hugely popular in the country for decades. It is a mixture of milk and soda and is available in numerous flavours. Fanta Milk Soda Ambasa is a modern interpretation of the classic flavour.

Instant coffee in different flavours

Similar to the ramyun noodles described above, South Koreans also favour uncomplicated and quick solutions when it comes to coffee. Accordingly, instant coffee is in high demand. Well-known brands in this area are Maxim and Kanu. Maxim is a real classic. The brand’s instant coffees are a staple in almost every South Korean household. They are characterised by their rich aroma. Kanu complements the instant coffee segment with its high-quality coffee sticks, which are convenient to use and are in no way inferior to freshly brewed coffee in terms of flavour. However, some South Koreans prefer to savour the brown elixir of life in the traditional way and opt for hand-filtered hand drip coffee.

By the way: Hand Drip Coffee is also available in a special edition created in collaboration with the world-famous K-pop band BTS. It combines the high quality of the flavoured coffee with stylish packaging specially designed for fans of the music group.

Idol marketing as an effective strategy

The Hand Drip Coffee in the BTS edition is just one of many examples of idol marketing – numerous brands in South Korea use this strategy to gain a competitive advantage in a crowded market. They advertise their products with K-pop stars and other celebrities:

– Coca Cola’s Zero Sugar K-Wave campaign: Marketing the sugar-free version of the drink using popular K-pop bands
– New Jeans Edition by Pepero: Marketing of the sticks by the up-and-coming K-pop group New Jeans
– Blackpink edition by Pepsi: Marketing of the drink by the K-pop band Blackpink
– Starbucks x Blackpink: Limited editions of drinks and merchandise items
– Sulwhasoo: Rose from Blackpink as brand ambassador for the brand’s cosmetic products
– Binggrae: Collaboration between the ice cream brand and K-pop group Wanna One and South Korean football star Son Heung-min
– Alpecin: Min-jae Kim, professional footballer at Bayern Munich, as the German cosmetics brand’s first ambassador in South Korea

Fun fact: The Alpecin campaign with the slogan “Defence for your hair” picks up on the fact that Min-jae is a defender – very creative.

South Korean cosmetics scene: innovation and quality

Alongside the USA, South Korea is setting the trends for the global cosmetics scene. The small country in East Asia develops highly innovative products that are appreciated both nationally and internationally. Whether it’s body lotions to protect the skin, face creams to revitalise and reduce wrinkles around the delicate eye area or lipsticks for perfect lip make-up, the cosmetics from South Korean brands are characterised by high-quality ingredients and first-class formulations.

And sometimes the cosmetics brands get creative: eZn Pudding Hair Dye provides perhaps the easiest, but certainly the most fun way to colour your hair. The pudding-like consistency ensures even colour coverage and vibrant results. Ariul’s distinctive packaging design stands out: each product features an illustrated woman’s face removing make-up or wearing a face mask. This authentic design makes Ariul cosmetics easily recognisable on the shelf.

Especially creative packaging

Whether for cosmetics or food: The South Koreans clearly have a talent for creative packaging designs, as the following examples show.

Lion Foaming Hand Soap: Filled in a beautifully shaped, round bottle, the liquid hand soap is aesthetically pleasing. The large dispenser also makes it easy for children to use. This makes the product extremely family-friendly. As refill bags are available for the container, the packaging is also convincing in terms of sustainability.

Ssanggye Sweet Honey: The elegant 1kg bottle impresses with its striped bee pattern, which immediately evokes associations with honey and bees for consumers. This packaging design attracts the eye and conveys the natural origin of the product in an attractive way.

Chungjungwon Tomato Ketchup For Kids: The striking ketchup smiley in the centre is as simple as it is effective, as it makes it immediately clear that this product is aimed at children and also puts them in a good mood. That’s what we call a minimalist design with maximum effect.

Chicken Of The Sea Cocktail Shrimp: Thanks to the transparent packaging, consumers can immediately see the actual product. The attractive arrangement in the round box is also a delight. Compared to the cardboard or plastic bag packaging commonly used in Germany, the packaging variant from Chicken Of The Sea seems much more inviting.

Fresh Easy Meal Kits: These meal kits are characterised by their clear brand bracket as well as the colour differentiation of the respective varieties.

Binggrae Banana Milk: This South Korean cult drink is flavoured milk with a sweet banana taste. The thickening in the centre of the packaging is THE trademark that contributes significantly to the recognition of the product.

Chilled Frozen Vegetables and Berries: These packs utilise almost the entire surface for the graphic representation of the respective vegetable or fruit. This makes the products easily recognisable – and appetising.

Unusual products in South Korean stores

If you walk through a South Korean supermarket, you can expect many surprises. Want some examples? Here you go!

Yoo Dong silkworm pupae: This slightly different snack consists of boiled or steamed silkworm pupae. “Beondegi”, as it is called, is a traditional Korean delicacy that is often offered as a street snack, but is also sold in tins in many markets. The unique texture and nutty flavour make the insect snack an unusual culinary experience.

Strawberries in a row: South Korean producers usually present strawberries to perfection. They only use flawless fruit and arrange them in straight rows. This packaging method at least causes surprise among foreign consumers; some consumers may also tend to perceive it negatively because it makes the strawberries look artificial or treated rather than natural.

Persimmons in plastic wrap: In South Korea, persimmons are often wrapped in orange-coloured plastic wrap and “piled up” vertically. For us Europeans, this quickly gives the impression of excessive and therefore unnecessary packaging, especially with regard to climate and environmental goals.

Cable ties for kimchi and other foods: To seal kimchi, bread and other foods, South Koreans often use simple cable ties instead of the clip ties that are common in many Western countries. This practical but somewhat rustic method may seem strange to foreign visitors.

Fried chicken buckets in supermarkets: Fried chicken is a South Korean speciality. The fact that supermarkets sell large buckets of fried chicken may be quite normal for the locals, but foreigners usually find this self-service snack stall flair in the lunchbox or bento departments a little strange at first. In any case, the bulging boxes are a simple, quick meal for on the go and are therefore extremely popular with South Koreans.

To summarise, South Korean supermarkets have a lot to offer: many products typical of the country, sometimes unusual packaging solutions and a successful mix of the traditional and the modern. Exploring the stores gave us great pleasure and inspired us to come up with new packaging ideas for the German and European markets.