韩国食品企业以韩文作为海外品牌识别工具，但报道无新增财务或订单信息

Korean Food Makers Turn Hangul Into a Global Branding Tool - Seoul Economic Daily
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Photo courtesy of Sangmidang Holdings
As the Korean Wave spreads from K-pop and K-dramas into food and dining, South Korean food companies are putting Hangul, the Korean alphabet, front and center overseas. Companies once routinely translated product names into English or local languages to help foreign consumers, but many now keep Korean names and Korean pronunciations intact, treating the script itself as a competitive asset.
Paris Baguette launched its health-focused bakery brand Paran Label in Singapore using the same Hangul brand name and logo it uses at home. While store interiors and packaging also carry the English name, the Hangul logo takes the lead, underscoring the chain's identity as a Korean brand. Paris Baguette first introduced Paran Label abroad at its Paragon store in Singapore in February and has since expanded sales to all 28 of its stores in the city-state.
The company is also running campaigns that promote Korean culture directly. In June, Paris Baguette launched its ANNYEONG campaign at 88 stores across six Southeast Asian countries, including Singapore, Malaysia and Indonesia, showcasing Korean food and bakery items. Signature offerings include a Korean-style strawberry shaved-ice cake and a gochujang chicken gimbap wrap, both inspired by Korean dining and cafe culture.
"Through Paran Label and the ANNYEONG campaign, Paris Baguette is offering a distinctive K-bakery experience to Southeast Asian customers who have a strong interest in Korean culture," a company official said.
Orion has gone a step further, reverting localized product names overseas back to their Korean originals. In August, it renamed a snack sold in Vietnam as Masita to Kkobuk Chip, the same name used in South Korea. For its Bungo products sold in the U.S. and elsewhere, the company added the Hangul name Cham Bungeoppang to the packaging at the request of a local buyer.
Binggrae also added its Hangul brand name Samanco to the packaging of the Samanco Club Pack sold at Costco in the U.S. Costco first requested the Korean lettering late last year, and the addition of the Hangul logo to the previously English-centered design strengthened the product's image as authentic Korean food.
Some companies are adopting Korean pronunciations outright. Dongwon F&B is working to rename its spicy canned tuna sold in the U.S. from "Tuna with Hot Pepper Sauce" to "Gochu Tuna," reflecting the Korean pronunciation. Rather than describing the product's characteristics in English, the company used gochu, the Korean word for chili pepper, directly in the name.
Industry officials expect such marketing to continue, as Hangul increasingly signals at a glance that a product is made in South Korea. "Hangul is no longer just a script that conveys product information," an industry official said. "It has become a global branding element that symbolizes Korean sensibility, authenticity and a premium image."
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Original reporting by
Noh Hyun-young
for Seoul Economic Daily.
AI-translated from Korean. Quotes from foreign sources are based on Korean-language reports and may not reflect exact original wording.
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