#South Korea #Seoul #Binggrae #Melona #Samanco

Binggrae's Participation in ANUGA 2025

Binggrae, a prominent name in Korea's food industry, is set to make its mark at ANUGA 2025, the biggest food trade show globally. Scheduled from October 4 to 8, 2025, in Cologne, Germany, Binggrae aims to highlight its popular products, Melona and Samanco, at booth Hall 5.2, Stand C016.

About Binggrae

Founded in 1967, Binggrae has become a household staple in Korea, known for its innovative and beloved products like Banana Flavored Milk and Yoplait yogurt, the latter developed in collaboration with Sodima. However, it's the iconic Melona ice bar that has made waves beyond Korea, celebrated for its creamy texture and vibrant flavors.

At the exhibition, Binggrae will introduce Samanco to the European audience for the first time. This delightful treat, shaped like a fish, consists of a crunchy wafer shell enveloping smooth vanilla ice cream, generously married with sweet red bean syrup—a nod to a treasured Korean street snack that epitomizes childhood nostalgia.

The Significance of ANUGA 2025

ANUGA is recognized among the top three food fairs worldwide, alongside SIAL Paris and FOODEX Japan. This year’s event marks a record turnout with over 8,000 companies from more than 100 countries. As Korea has been designated the official partner country, Binggrae's participation is crucial as part of the K-Food Pavilion, aiming to bolster its presence in the European markets.

Binggrae has been vigorously pursuing European expansion since 2023, recently increasing the export of Melona to key countries including Germany, the UK, France, and the Netherlands. The brand has reported impressive growth, achieving sales in Europe that were nearly four times higher in 2024 compared to the previous year. This success was largely facilitated by entering major Asian retail chains like Tang Frères in France and Go Asia in Germany, in addition to mainstream stores such as Alber Hejin and Netto.

Future Plans

During ANUGA, Binggrae is keen on not just widening its export channels but also introducing Samanco to consumers eager for new tastes. The company plans to expand its ice cream product line with flavors tailored to fit the local palate. A representative from Binggrae stated, “Our participation at ANUGA is poised to be a significant opportunity to showcase Korean ice cream and amplify our export potential in the European marketplace.”

Participating in such a prestigious event reflects Binggrae's commitment to introducing and popularizing Korean flavors on the global stage, further establishing its identity as a leader in the ice cream sector.

In summary, ANUGA 2025 stands as a pivotal event for Binggrae, representing both an invitation and a challenge to deepen its foothold in Europe and introduce Samanco as the next great sensation in the realm of frozen treats.