U.S. Rice Jumps On Ready-to-Eat Trend in South Korea

SEOUL, SOUTH KOREA – A groundbreaking collaboration between USA Rice and E Mart, South Korea's largest retailer, launched last December with new Ready-to-Eat (RTE) products utilizing U.S. rice flour.  The collaboration marked a significant milestone in the marketing industry and introduced three RTE rice flour dishes at more than 120 E Mart stores nationwide.

“This initiative was not just a product launch, it was a strategic move to tap into the evolving consumer trends favoring convenience and quality in the Korean market,” said Chris Crutchfield, California miller and chair of the USA Rice Asia/Turkey Promotion Subcommittee.  “Societal changes such as the rise in single-person households, where nearly half of South Koreans live alone, have spurred the consumer shift towards ready-to-eat meals.”

Prior to this collaboration, E Mart did not utilize U.S. rice or rice flour products.  During December 2023, 4 metric tons of U.S. rice flour was used at the retail market.  The positive reception from Korean consumers has led E Mart to continue offering these dishes, and the expected monthly usage of U.S. rice flour is now 5 metric tons.

South Korea typically imports $120 - $150 million of U.S. rice annually.