[Edaily Reporter Kim Ji-woo ] Major South Korean food companies such as Nongshim(004370),CJ CheilJedang Corp(097950), andBinggrae(005180), along with chicken franchise chains like BBQ, are gathering in Mexico. The goal is to capitalize on the rapidly growing popularity of K-content to boost consumption of K-food and use Mexico’s population of 130 million as a springboard to accelerate their expansion into the Latin American market.

According to industry sources on the 10th, 100 companies—including food and beverage firms such as Nongshim, CJ CheilJedang Corp., Binggrae, BBQ, and KGC—will participate in the “2026 K-Expo Mexico,” taking place in Mexico City from the 24th to the 27th. K-Expo is an event organized by the Ministry of Culture, Sports and Tourism and the Korea Creative Content Agency to support the simultaneous export of K-content and related consumer goods, such as food and beauty products. This is the first time the event is being held in Mexico. During the event, exhibitions, hands-on programs, and a K-pop concert will take place, along with promotional events for consumers, consultations with local buyers, and business matchmaking sessions.

The food industry is focusing on Mexico due to the market’s size and growth potential. With a population of approximately 130 million, Mexico is a key consumer market in Central and South America. Interest in K-Food is growing as the popularity of Korean content—such as K-pop and dramas—combines with a culinary culture accustomed to spicy flavors. The country also offers a strategic geographic advantage, serving as a bridge between North America and Central and South America.

Nongshim will showcase its flagship products, such as Shin Ramyun, at this event. Nongshim CEO Cho Yong-chul will also attend in person to gauge local consumer reactions and assess the current state of business, as well as review strategies for expanding distribution networks and marketing.

This move comes as Korean instant noodle exports to Mexico have surged sharply over the past five years. According to the Korea Agro-Fisheries Trade Institute (KATI), the value of ramen exports to Mexico rose 797.1% over the past five years, from $2.683 million in 2020 to $24.0698 million last year. During the same period, export volume also increased by 422.3%, from 1,042.3 metric tons to 5,443.9 metric tons.

This growth trend has accelerated even further this year. From January through July of this year, the value of instant noodle exports to Mexico reached $33,291,000, a 216.0% increase compared to the same period last year. This figure is 38.3% higher than last year’s total annual export value. During the same period, export volume reached 7,132.7 metric tons, a 200.4% increase compared to the same period last year, and exceeded last year’s annual volume by 31.0%. This is why Mexico is rapidly emerging as a major export market for Korean instant noodles, moving beyond being merely a potential market.

Following its participation in the “Expo Antad” international food exhibition held in Guadalajara, Mexico, last May, Binggrae is once again meeting with local consumers at this event. The company currently sells its banana-flavored milk through major Mexican retail channels such as Soriana and HEB, and plans to focus on promoting both the banana-flavored milk and Merona at this expo. A Binggrae official stated, “This year, we plan to introduce ice cream products such as Merona and Bungeo Ssamanko to major local retail channels.”

Genesis BBQ, which already operates a local business, plans to expand its consumer reach. Following the opening of its first location in Sonora, Mexico City, last month, the company recently opened its second location—the Cumbres branch—in Monterrey, a northern industrial and economic hub. In addition to chicken, the restaurants sell tteokbokki, kimchi fried rice, and cheese balls. The CEO of the master franchise partner in charge of local operations is scheduled to attend this event.

CJ CheilJedang Corp(097950)The company intends to explore expanding the local distribution network for “Bibigo” products at this event. CJ CheilJedang Corp. is targeting the Mexican market by leveraging the business foundation of its U.S. food subsidiary, Schwans. However, the Mexican market currently accounts for a relatively small share of its overall overseas business. Rather than focusing intensively on specific strategic products, the company plans to introduce a variety of products into local distribution channels to assess market potential and consumer preferences. When CJ CheilJedang Corp acquired Schwan’s, it announced its intention to use the U.S. business infrastructure to expand K-food into neighboring markets such as Canada and Mexico.

KGC plans to introduce its red ginseng brand, “Jeonggwanjang.” Following its established major overseas markets such as China and the U.S., Jeonggwanjang needs to tap into Shinhung markets like Central and South America to secure new growth engines. Given that local awareness of red ginseng is still low, the company explained that it will focus on educating consumers about the characteristics of red ginseng and how to consume it.

An industry official stated, “Mexico holds high strategic value due to its large market size and potential for expansion into neighboring Latin American countries,” adding, “This event will serve as an opportunity to convert interest in K-content into actual K-food purchases while simultaneously gauging local consumer response and assessing distribution potential.”