Lou et Lang’s KSM X IRL Showroom pop-up event has been featured across various media channels.

During Paris Fashion Week AW25, we partnered with IRL Showroom (@irl.worldwide) to present the KSM pop-up restaurant, a collaboration with Chef Younghoon Lee (@chefyounghoonlee). This unique fusion of fashion and food drew attention from global trendsetters, creating a distinctive experience at the intersection of both worlds.

The event was also highlighted on @dailyfashion_news and @blimp.official, with additional media coverage sharing insights into its success. Looking ahead, expectations are high for the upcoming openings of KSM Nice and KSM Paris, set to bring even more exciting experiences.

Check out the article and Instagram post below! Thank you for your support—stay tuned and follow along! ✨

Lou et Lang participated in Gulfood, the largest food exhibition in the Middle East, holding productive meetings with global buyers. Among the featured products, Sushi Mayo and Kimchi Seasoning attracted significant interest. Notably, a contract for Sushi Mayo was signed with a Saudi buyer.

The Mandu tasting event was also well-received, with Kimchi Mandu gaining particular popularity. Positive feedback from Indian buyers further solidified the potential for collaboration.

Meetings were held with key buyers from Saudi Arabia and Dubai to discuss expanding into the Middle Eastern and Southeast Asian markets. The strategy is to gradually penetrate these markets through indirect transactions, adapting to the unique characteristics of each region. The event opened up various collaboration opportunities, with expectations for concrete results in the near future.

On October 5, 2024, the European Court of Justice ruled that plant-based meat products can use terms like "burger," "steak," and "sausage." However, the product's ingredients must be clearly labeled to avoid consumer confusion. This decision stemmed from a 2021 law in France that banned terms like "veggie burger," which sparked backlash from activist groups. After passing through the French Council of State, it was brought to the European Court of Justice for the final ruling.

Some EU countries are still pushing to regulate the use of meat-related terms for plant-based products. In 2017, they banned terms like "milk," "butter," and "yogurt" for plant-based alternatives. Similar regulations have been proposed recently in Czechia and France but have been postponed or withdrawn due to legal debates. Belgium, Italy, and Poland are also considering such regulations.

This ruling allows Korean food manufacturers and exporters to use more intuitive marketing strategies in the EU market, though it's important to monitor country-specific labeling regulations as they may vary.

QSR Boom in Europe!📈

Europe’s Quick Service Restaurant (QSR) market is expanding rapidly as franchises and new players tap into the growing demand for affordable, convenient dining.

🍔 Wendy’s Ramps Up European Expansion
Since re-entering the UK in 2021, Wendy’s has been accelerating its growth across Europe, recently securing franchise deals in Ireland and Romania, with plans to enter Poland.

🍩 Krispy Kreme Heads to Berlin
Partnering with Germany’s ISH Kreme, Krispy Kreme is set to open its first Berlin location in early 2025.

🍟 Five Guys Targets the Nordics
Five Guys will make its Swedish debut in 2025, with plans to open 10 more locations in Sweden and expand further across the region.

🍕 Pizza Hut Returns to Denmark
After 15 years, Pizza Hut is making a comeback in Denmark, aiming to open 20 stores this year, with another 20 to follow.

With major brands like McDonald’s, KFC, and Subway also expanding, Europe’s QSR market is heating up. Who’s next?

Korean ramen brands are expanding into Europe with the Netherlands as their key hub, thanks to its strategic location at Europe’s largest port, Rotterdam, and its well-developed transport networks. The country also offers low corporate tax rates and a business-friendly environment. Nongshim is setting up ‘Nongshim Europe B.V.’ in Amsterdam this March, while Samyang established a branch in Amstelveen last year, and Pulmuone plans to follow suit in 2024.

The European ramen market was worth $2 billion in 2023, growing 12% annually over the past five years. Nongshim’s European sales grew by 25% annually, and 2024 is expected to see over 40% growth. The company plans to expand through major retailers like Tesco, Carrefour, and Albert Heijn, while launching products tailored to local tastes.

To meet the growing demand, Nongshim is building an export-exclusive plant in Busan, set to produce 2.7 billion ramen units annually by 2026. The company aims to reach $300 million in European sales by 2030 through local adaptations.

The idea of "Aboha" (a Korean abbreviation for ‘A Very Ordinary Day’) is gaining traction as a new approach to happiness. Instead of chasing major achievements or big events, Gen Z and Millennials are embracing the beauty of simple, everyday moments.

On social media, the hashtag #Aboha is trending as people share snippets of their daily lives—brewing coffee at home, spending time with pets, or cooking a simple meal. This shift is also influencing consumer behavior, with more people prioritizing small comforts over extravagant spending. Compact home appliances, healthy meal kits, and minimalist decor that promotes relaxation are becoming increasingly popular.

Industry experts note, "Aboha isn't just a passing trend; it's a meaningful shift in lifestyle." As more people seek joy in the ordinary, brands that support this mindset are gaining attention.

KOREAN STREET is making its first appearance in India at AAHAR 2025 (March 4–8)! From signature Tteokbokki pouches to 5 bold sauces, 3 hearty K-udon varieties, and a savory Kimchi seasoning, we’re bringing an exciting lineup that captures the essence of Korean street food. With flavors inspired by iconic locations—Hongdae Tteokbokki, Gangnam Kimchi Sauce, and Itaewon Hot Sauce—our products are ready to delight global palates. Join us at AAHAR and taste the future of K-Food! 

📍 Booth: Hall 1, 1G-27

📩 Contact: sales@louetlang.com