"How is this made?" Nada Aswad, a director at the Syrian Ministry of Foreign Affairs who tasted Korean gim bugak (crispy fried seaweed) for the first time, quickly finished three pieces.

The South Korean Embassy in Lebanon and the Korea Trade-Investment Promotion Agency (KOTRA) operated a Korea Pavilion at the Food Syria 2026 exhibition, which opened on the 26th (local time).

Stopping by to try cup noodles, seasoned seaweed, and gim bugak in turn, Director Aswad took note of the Halal certification marks on various Korean food packaging, evaluating them by saying, "It's surprising and welcome, and this is truly important for people in the Middle East."

Halal refers to food processed, prepared, and cooked according to Islamic methods so that Muslims are permitted to consume it.

The expo featured 15 countries, including South Korea, Syria, China, Italy, Saudi Arabia, Turkey, and Ukraine.

While countries and companies promoted agricultural and processed foods, the Korean booth was notably crowded and vibrant.

Buyers from regions like Hama and Homs in Syria, as well as neighboring countries such as Jordan and Turkey, savored Korean food for the first time and poured out questions regarding pricing and distribution.

It was also common to see young women, familiar with Korean culture through K-content, asking the Koreans around the booth for selfies.

A Syrian influencer with over 40,000 followers, who goes by the Korean name "Suyeon," stepped up to help out at the event.

Yoo Jae-hyun of JKT Networks, a company distributing Korean food in Jordan, also worked hard at the booth, handing out flyers to visitors.

Jeon Kyu-seok, who began his mission as the first Korean ambassador to Syria last month, said, "When many people think of K-food, they think of kimchi, bibimbap, bulgogi, or ramen, but its diversity and potential are even more boundless," adding that relevant agencies are strengthening all-out cooperation to support exports.

Kim Han-na, head of the KOTRA Amman Trade Center, said, "In the Middle East market during the first half of this year, K-food exports increased by 25.2% compared to the same period last year," expressing hope that entry into Syria would expand starting with products that can be stored at room temperature and pose lower distribution burdens.

However, a blemish on the event was the sudden cancellation of major schedules, including a panel discussion between the South Korean and Italian ambassadors and a keynote speech by the head of KOTRA, because officials such as Syria's economic and agriculture ministers—the event's organizers—did not proceed with their schedules as planned.

(Photo: Yonhap News)