이 누리집은 대한민국 공식 전자정부 누리집입니다.
Biz News Korea(Eng)
S. Korean food maker Pulmuone wins over tofu major markets through localization
- Collected
- 2016.05.10
- Distributed
- 2016.05.11
- Source
- Go Direct
Tofu sales for the food maker reach 360 billion won ($309 million) a year, accounting for 20 percent of the estimated global market of 1.6 trillion won. Pulmuone ascended to No.1 rank in tofu field upon acquiring U.S. organic and health food maker Vitasoy in March. Pulmuone entered the U.S. in 1991 but its brand awareness really picked up in 2005 through hit with hard and firm tofu that became popular with vegetarians.
Localization has been the company’s strategy in conquering other major tofu markets. The brand became big as soon as it launched local entity in China in 2011 and localized in Japan through acquisition of Asahi Food Processing Co., fourth biggest player in Japanese tofu industry, in 2014.
Pulmone studies local tofu taste and eating habit to come up with customized tofu flavor, texture, and recipe for each market. The CEO and tofu researchers tour food factories around the world.
By Jeon Ji-hyun
[ⓒ Pulse by Maeil Business News Korea & mk.co.kr, All rights reserved]