Inohas Targets Kiaf VIP Palates, Expanding ‘Cultural Marketing’ for Plant-Based K-Food

[Financial News] Plant-based K-food company Inohas is expanding its brand presence through Korea’s largest art fair. The company aims to broaden its consumer base by allowing people to experience plant-based foods directly in cultural and artistic spaces, moving beyond a product sales-centered approach.
According to Inohas on the 3rd, the company is serving menus made with its plant-based ingredients in the VIP lounge at Kiaf SEOUL 2026, being held at the COEX Convention & Exhibition Center in Seoul through the 6th.
The menus introduced this time are “Basil Tuna Arancini” and “Cranberry Chicken Salad Canapés.” Both use 100% plant-based ingredients while focusing on familiar flavors and menu compositions so that even consumers unfamiliar with plant-based foods can enjoy them without hesitation.
Inohas placed greater emphasis on flavor and the quality of the finished dishes than on highlighting “alternative foods” themselves. The initiative seeks to expand plant-based foods beyond an option exclusively for vegetarian consumers and establish them as part of a food culture that general consumers can choose naturally.
The company said that at the event, some visitors have shown interest in the plant-based ingredients and cooking methods after tasting the dishes, while others have returned to try them again. By introducing the brand through actual culinary experiences rather than separate product explanations at an art fair attended by domestic and international VIPs and art professionals, Inohas also expects to raise brand awareness.
The move is also drawing attention because Inohas is expanding consumer touchpoints for plant-based K-food from the general retail and food-service markets into the cultural and artistic spheres. By presenting K-food reinterpreted as plant-based dishes at an event attended by global visitors, the company has opened up opportunities to increase brand recognition among overseas consumers.
Park Ji-soo, CEO of Inohas, said, “We thought that food, too, could become a memorable experience in a space where people enjoy art. We hope that the experience of remembering delicious food will lead to greater interest in new ingredients and K-food.”
Park Ji-soo added, “We will continue expanding opportunities to experience Inohas’s plant-based K-food across various fields, including culture and art.”
Meanwhile, industry observers are watching the plant-based food market expand beyond vegetarian demand to include general consumers who value flavor and experience. A food-industry official said, “Spaces such as art fairs, where consumers with strong purchasing power and high sensitivity to trends gather, are effective touchpoints for lowering the barriers to plant-based K-food while raising brand awareness.”


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