SEOUL, SOUTH KOREA - This summer, USA Rice and Samsung Welstory, a major South Korean food service and ingredients distribution company, partnered with a popular Western-style restaurant, The Malt House, to launch a new menu and sales promotion showcasing the versatility and quality of U.S. rice.
The three-month promotion featured Garlic Rice as a signature menu item, as well as risotto and paella. By highlighting U.S. rice across a variety of menu concepts, the promotion demonstrated its versatility and ability to meet the diverse needs of Korea’s foodservice sector.
During the promotion period, The Malt House used approximately three metric tons of U.S. rice, and the featured menu items generated more than $240,000 in sales. Building on this strong performance, The Malt House has decided to continue serving the promoted menu items through the end of 2026, and an additional five metric tons or more of U.S. rice consumption is expected by year-end.
“Since 2024, USA Rice has partnered with Samsung Welstory and they have maintained a strong interest in U.S. rice, becoming an important foodservice partner,” said USA Rice COO Sarah Moran. “When developing promotions together, we work closely to create programs that extend beyond one-time exposure and encourage the continued use of U.S. rice after the promotion ends. This approach has helped strengthen our partnership, while creating meaningful, long-term opportunities for U.S. rice in Korea’s foodservice market.”
The Malt House promotion is an example of how USA Rice and its foodservice partners are creating sustainable opportunities for U.S. rice by connecting it with innovative menu concepts and consumer demand. Through strategic partnerships and targeted promotions, USA Rice continues to expand awareness, usage, and long-term demand for U.S. rice across the Korean foodservice sector.
The U.S. exported 158,000 MT ($124 million) of rice to South Korea in 2025, making it the seventh largest export market for U.S. rice.