This is a domestic franchise bakery store in Singapore.
A logo written in Hangeul is visible on the product information board.
Following a test sale at a single store in February, sales have been expanded to all 28 stores in Singapore.
[Karly Tan / Pasir Ris, Singapore: I am very excited to look at the blue label products. I am also glad that it is a brand from Korea. I usually look around at the products.]
A Hangeul sign has also been put up at a hamburger restaurant in the United States.
In the home of the burger, the company name as well as Korean menu items like the bulgogi burger and shrimp burger were introduced as signature items.
The same goes for food products sold in supermarkets.
Instead of the English word "dumpling," the Korean pronunciation "mandu" is used as is,
[Caleb Lyall / Texas, USA: I have had the mandu twice, and both times it was really good.]
Snack packaging also features Hangeul to emphasize that they are Korean products.
Unlike in the past when companies expanded overseas by forcibly changing names into words familiar to local consumers—such as utilizing Korean and K-pop in ice cream advertisements—cases of introducing products using Hangeul as it is are increasing.
This is largely due to the elevated global status of K-culture.
[Jeon Mi-young / Research Fellow, Trend Korea Company: As global consumers' understanding (of K-culture) increases, Hangeul itself seems to be recognized as a premium. It seems to raise credibility somewhat. Also, Hangeul itself acts as a design element.]
In fact, a study comparing conventional packaging with packaging redesigned by incorporating Hangeul, conducted on 387 consumers in four countries including the United States, showed that the new design received higher evaluations in terms of differentiation, aesthetics, and purchase intent.
Hangeul and the Korean language, which have become familiar through K-pop and dramas, are establishing themselves as new elements that reveal the charm of products.
'Hangeul' Product Names Head Overseas... "Keeping Korea's Charm Intact" (October 9, 2026, 8 News)
(Reported by Chae Hee-sun | Produced by Choi Yoon-seo | Filmed by Lee Jae-young | Video Edited by Choi Hye-ran | Produced by SBS Digital News)
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