Korean Tofu Has Led the U.S. Market for 11 Straight Years... Winning Over Local Tastes Through Localization [K-Food Goes Global]

Pulmuone is strengthening its position as a global food company, having ranked No. 1 in the U.S. tofu market for 11 consecutive years. More recently, it has been leading the globalization of Korean-style tofu by building on its success in the U.S. and pushing into Europe with a differentiated food strategy.
■ 'Capture the 1 trillion won market'... expanding U.S. production lines
According to industry sources on the 26th, Pulmuone USA currently holds about 67% of the U.S. tofu market, maintaining the top spot for 11 straight years.
Pulmuone first entered the U.S. market in 1991. It later acquired Nasoya, the country's No. 1 tofu brand, in 2016 and has continued to lead the U.S. tofu market by consistently introducing new tofu products tailored to local tastes and needs.
Its flagship products target American consumers' preferences, including High Protein Tofu, which has more than 1.8 times the protein of regular tofu; Pulmuone Super Firm Tofu, which is two to four times firmer than domestic Korean tofu; and a range of seasoned tofu products that remove the fishy soybean smell disliked by Western consumers and are baked with sauces. The products are now sold at major retailers across all 50 U.S. states, including Walmart Inc., Target, Pavilions, and The Kroger Company.
Demand for tofu is rising rapidly in the U.S. as more consumers turn to high-protein plant-based foods instead of meat. The U.S. tofu market is projected to nearly double from last year to $856.1 million by 2030. In response, Pulmuone USA expanded the size of its Ayer tofu manufacturing plant in Massachusetts from 12,000 square meters to 18,000 square meters in March, doubling production capacity.
Through this expansion, Pulmuone USA is securing new sales channels with major retailers and strengthening its presence in the foodservice B2B segment through partnerships with major universities such as Yale University and well-known restaurant chains such as Panda Express.
A Pulmuone official said, "We improved costs and productivity by expanding the tofu production line at the Fullerton plant at the end of 2021," adding, "We expect the expansion of production systems and productivity improvements, including the added tofu line at the Ayer plant, to lead to higher sales and better operating profit."
■ Pulmuone draws attention at fairs in Paris and Germany
The company is also setting trends by continuously launching new products aimed at U.S. consumers' tastes and convenience, including cube tofu and pineapple teriyaki tofu.
Using its U.S. subsidiary as a base, Pulmuone is also moving into the European market. After establishing a European subsidiary late last year, it has been localizing and introducing differentiated plant-based foods as well as Asian noodle and Korean snacks products.
In October 2024, Pulmuone introduced its plant-based innovation products and K-food items to local buyers at SIAL Paris 2024 in Paris, France. It also drew attention from European industry officials by placing the most products, six in total, among participating companies in the K-Food Leading Company Pavilion on the SIAL Innovation Paris Selection list, which highlights products with innovation and creativity.
It then introduced authentic K-food, including tofu, kimchi, and Korean snacks, at the Anuga 2025 food fair held in Cologne, Germany, in October last year, receiving a strong response from local visitors.
A Pulmuone official said, "We plan to successfully establish ourselves in the European market by leveraging our know-how as a leading plant-based company."
ssuccu@fnnews.com Kim Seo-yeon Reporter