From Jennie's Favorite Banana Kick to K-Food Seen on Netflix, It's All Here [2025 Seoul Food Distribution Expo]

"Think of someone you don't like and hit it hard. Smash that stress! 10 points, 20 points, 30 points, more, more, more. 100 points success!"

At the Ottogi's Bpusyeo Bpusyeo booth at the '2025 Seoul Food Distribution Expo (K-Food Show)' held at Seoul Plaza in Jung-gu, Seoul, on the 29th, there was a constant 'bang bang' sound. The booth was inspired by Ottogi's representative snack 'Bpusyeo Bpusyeo' that you crush and eat. Participants who succeeded in the punching game using both hands received a mini Bpusyeo as a prize, and they laughed at the host's comments that lifted the mood.

■ Increased foreign participation confirms global event

According to Financial News' own tally, about 25,000 visitors attended the 2025 K-Food Show over two days from the 28th to the 29th. In particular, this year, more than 4,000 foreign visitors participated due to active promotions linked with hotels, airports, and university language institutes.

On the second day, in the afternoon, the event booth set up in the center of Seoul Plaza also saw high participation from foreigners. The snack fishing event, where participants competed to catch the most snacks from a pond of snack bags with hooks, was a highlight. Vanessa, an American, said, "When I entered Korea, I saw a poster at Incheon Airport and thought I had to visit the K-Food Show. I've tried beef barbecue at a Korean restaurant in the U.S., but this time I enjoyed various K-Foods like chicken and gimbap that I saw on Netflix."

Financial News actively promoted the K-Food Show at major hotels, large supermarkets, and university language institutes in Seoul to attract foreign tourists. Many foreigners who visited that day happened to pass by Seoul Plaza, but many visitors also came with prior information. At the Haitai Confectionery booth, the character 'Herby', shaped like a honeybee from the Honey Butter Chip, made a strong impression. A blonde foreign child took a commemorative photo with Herby and ran to their mother. A Russian couple, with the wife dancing with Herby, saw the husband continuously pressing the shutter on his smartphone. An industry official participating in the event said, "It seems that the K-Food Show has established itself as a global food festival representing Korea."

■ See, enjoy, taste, MZ's five senses satisfaction

Seoul Plaza, which began to bustle from the morning, reached its peak as people flocked in after lunchtime. Children on an outing from nearby daycare centers held their friends' hands tightly, their eyes sparkling as they toured the event with their teachers. It was easy to spot children holding balloons made by a tall man and roaming the event, and foreigners taking photos at the giant snack house. As the event's closing time of 5 p.m. approached, competition among participants for remaining products and events became more intense. In the mini-game area in the middle of the plaza, applause erupted when a middle-aged female participant won first place. She won a prize on her fourth attempt, as there was no limit on the number of attempts.

Public officials wearing Seoul City Hall badges, and employees of The Plaza Hotel nearby, participated in mini-games in their uniforms or stood in line to receive prizes. A field official who participated in the event for the second consecutive year said, "Compared to last year, this year's event saw a significant increase in visits from families, teenagers, and foreigners, rather than middle-aged visitors."

Special Reporting Team Kim Seoyeon (Team Leader) Jeong Sanghee Lee Hwanju Lee Jeonghwa Park Seonghyun Choi Hyerim Reporter ssuccu@fnnews.com Kim Seoyeon Reporter