Chinese snacks nearly double in import value as portioned sales take off in South Korea

A, a worker in her 20s, recently ordered portioned servings of Zangzu Kang crackers, yam sticks and tomato-flavored sweet potato chips online. "I saw a snack portioning video on Instagram that racked up hundreds of thousands of views and got curious about the taste, so I bought them through Naver Store," she said. "It was fun to browse snacks I don't normally see at the supermarket near my home."

According to industry sources, imported snacks once consumed only in China and other local markets are now reaching South Korean consumers through Instagram and other SNS platforms. Sellers divide items such as dried fruit and dried seafood — products that were hard to find through major retail channels — into small portions for individual sale. The format is carving out a new niche in the snack market, meeting demand from consumers who want to sample a variety of products in small quantities.

Portioned sales are drawing particular interest because they let shoppers try multiple types of snacks in a single purchase. Rather than buying a large imported package outright, consumers can pick and choose small amounts of whatever appeals to them, lowering the barrier to trying something new.

The format also lends itself to content creation. The crisp sounds of snacks being divided, the rustle of packaging being opened and closed, and the visual satisfaction of neatly arranged portions offer both auditory and visual appeal, turning the portioning process itself into a form of entertainment.

Imports of Chinese snacks are rising sharply. According to Korea Customs Service trade statistics, the combined import volume of sugar confectionery, bread and pies, and chocolate snacks from China reached 60,416 tons in the January–August period this year, up 40.77 percent from 42,917 tons in the same period last year. Import value over the same stretch came to $330.15 million, nearly double the $166.56 million recorded a year earlier.

Total snack imports have grown every year. The figure stood at $1.23 billion in 2024, rose to $1.29 billion in 2025, and has already reached $861.88 million in the first eight months of this year.

"Consumers are increasingly discovering and buying unusual snacks they have never seen before on SNS, not just products from familiar brands," an industry official said. "Demand for sampling a variety of products in small amounts is aligning with portioned sales, giving rise to a new pattern of snack consumption."