South Korean street-food chain captivates Singaporean palates with tailored approach

Courtesy of snack-food chain Ssada GimbapSEOUL, January 8 (AJP) - Snack-food chain Ssada Gimbap has achieved 4 billion won ($3 million) in annual sales in Singapore in just three years since making its entry into the Southeast Asian country.

According to the affordable street-food chain, the key to its success lies in its deliberate strategy of gradually opening outlets in key locations.

Starting with its first outlet in Bukit Timah, home to one of the largest South Korean communities there, in June 2023, the chain gradually opened additional outlets to lay the foundation for promoting the brand through word of mouth among South Korean expats.

Its second outlet, opened just a year later, is located at Great World City, a large shopping mall near the posh River Valley area, home to many foreign expatriates and high-income locals. The chain then opened its third outlet in a newly built shopping mall in Lentor, a residential area with a large population, in a bid to attract more customers.

QR code-based ordering also enhances convenience for customers while reflecting local dining trends in the tech-savvy country in Asia.

Another key driver of sales growth also appears to be its carefully selected menu, which caters to local tastes.

Stew made with soft tofu, in particular, has become especially popular among Chinese Singaporean customers, who make up the majority of the population. Its spicy yet rich flavor captivated many local diners, making it one of the brand's signature dishes.

A couple of cold noodle dishes, with some variations, have also delighted many locals’ palates due to Singapore's hot and humid climate, as more and more customers want to try them.

The popularity of its dishes has also prompted more Singaporeans to travel to Seoul to taste the authentic versions.

"The success of Ssada Gimbap in Singapore demonstrates that Korean food has a competitive edge in one of the world's pickiest markets and other foreign countries, if it comes with strategies tailored to local tastes rather than simply serving food," said one market insider.

Ssada Gimbap plans to further expand its market presence across Singapore while also exploring other countries like Malaysia.
Ryu Yuna Reporter Julia37@ajupress.com