Exhibiting at Thaifex - Anuga Asia 2025

Hayanhaessal Company, based in Hamyang, Republic of Korea, is a specialized food manufacturer focused on ready-to-cook Korean tteokbokki (spicy rice cake) and rapokki (ramen + tteokbokki) meal kits. With its flagship brand "Goodpokki," the company has earned recognition for delivering authentic Korean street food flavors in convenient, export-ready packaging formats.

Core Business

The core business of Hayanhaessal Company revolves around developing and producing shelf-stable, easy-to-prepare Korean rice cake dishes. The company operates a vertically integrated production system that includes rice cake manufacturing, sauce formulation, vacuum packaging, and distribution.

It caters to both domestic and global food markets, offering convenience-driven meal solutions tailored for modern consumers seeking quick, flavorful, and authentic Korean experiences at home.

Product and Service Offerings

The "Goodpokki" line from Hayanhaessal includes:

• Tteokbokki Products

  • Goodpokki Original (Pouch): Traditional sweet and spicy Korean rice cakes
  • Goodpokki Original (Cup): Microwaveable single-serving tteokbokki in cup format
  • Goodpokki Jjajang (Pouch): Black bean sauce rice cake variant
  • Goodpokki Hot (Pouch): Spicy variant with an enhanced chili profile

• Rapokki Products

  • Goodpokki Rapokki: Combination of ramen and rice cakes with signature spicy sauce

Each product is vacuum-sealed or packaged in retort pouches to ensure shelf stability and long-lasting freshness without preservatives. The cup versions are designed for easy on-the-go microwave use, making them ideal for convenience retail.

Specialization and USP

Hayanhaessal Company specializes in:

• Authentic flavor replication of Korean street food in shelf-stable formats
• Single-serve and family-pack convenience packaging
• Use of high-quality rice flour sourced from Korean growers
• Controlled in-house production to ensure consistency in texture and sauce blending

Their key differentiators include:

• Proprietary Goodpokki sauce recipes
• Vacuum-sealed rice cakes that retain chewiness after reheating
• Global-ready labeling and multi-language support for international retail

Financials

Though not publicly listed, Hayanhaessal Company operates as a medium-sized enterprise in the Korean processed food sector:

• Estimated annual sales: USD 2–4 million
• Revenue composition: ~60% domestic market, ~40% export
• Rapid growth in exports due to the global K-food wave, especially among Gen Z and millennial consumers

Export and Shipment Records

Based on trade data and food expo disclosures:

• Active export destinations: USA, Vietnam, Thailand, Canada, and UAE
• Monthly average shipments: 2–3 containers
• Export formats: Primarily Goodpokki (Pouch) and Goodpokki Rapokki
• Compliant with FDA and HALAL standards where required

Distribution partnerships include Korean food importers, online K-food retailers, and regional Asian supermarkets.

Target Markets

• Korean grocery importers and Asian supermarkets
• E-commerce platforms offering Korean convenience food
• K-culture-themed cafes and foodservice outlets
• Youth-oriented snack and instant meal product distributors

The appeal lies in K-pop and Korean drama influence, where tteokbokki frequently features as a symbolic street food.

Capabilities

• Automated tteok (rice cake) extrusion and cutting machines
• Sauce production and blending systems
• Retort and vacuum packaging lines
• Cup-filling and sealing for microwaveable SKUs
• Product development for OEM clients and regional preferences

Certifications and Compliance

• HACCP Certified for food production
• KFDA registered for food safety
• Export documentation prepared per US FDA and EU standards
• Participation in Halal-certifiable production for select SKUs

Customer Testimonials

“We’ve introduced Goodpokki products across our K-grocery chain. The cup versions are a hit with students and young professionals.”
— Eugene Wong, Director, AsiaMart Vancouver

“Their Jjajang tteokbokki has a rich, smooth texture and great shelf-life — ideal for our meal kit deliveries.”
— Sirinya T., Product Manager, Thai FoodBox

Major Achievements

• Developed and launched over 6 SKUs under Goodpokki brand with multi-language packaging
• Featured at Seoul Food Expo, FOODEX Japan, and K-Food Fair ASEAN
• Recognized by Korea Agro-Fisheries & Food Trade Corporation (aT) as a key exporter
• Established strong OEM capacity for private-label K-meals for North American markets
• Distribution in over 10 countries across Asia, North America, and the Middle East

Hayanhaessal Company continues to serve as a bridge between Korean food culture and global consumers — making Korea’s beloved tteokbokki more accessible, convenient, and irresistible in every bite.