Exhibiting at Thaifex - Anuga Asia 2025

Misung Family Co., Ltd. is a South Korea-based importer and distributor of globally recognized snack foods, beverages, and processed products. Operating out of Seoul, the company serves as a key conduit for delivering international food brands to Korean consumers via retail, e-commerce, and wholesale distribution channels. Misung Family has earned a strong reputation for trend forecasting, agile brand sourcing, and effective retail localization of international food products.

Brief History

Founded and led by Jae-man On, Misung Family Co., Ltd. began as a boutique importer of niche foreign snacks in the early 2000s. With Korea's consumer appetite for global taste experiences rapidly expanding, the company quickly scaled to become one of the most trusted partners for Western and Asian brands looking to penetrate the Korean market. Over the last two decades, Misung Family has curated a diverse brand portfolio across multiple product categories.

Core Business

Misung Family operates with a focus on:

• Import and distribution of branded snack foods, confectionery, and beverages
• Market development services for international FMCG brands entering Korea
• Retail and e-commerce sales coordination through national and regional platforms
• Brand partnerships and promotional campaigns

The company handles everything from import logistics and regulatory compliance to local marketing, merchandising, and B2B sales.

Product and Brand Portfolio

1. Snacks and Confectionery

• Imported chocolates, jellies, candy, and crisps
• Licensing partnerships with iconic pop-culture and character brands

2. Beverages

• Carbonated drinks, juices, and wellness beverages imported from Europe, North America, and Asia
• Strong alignment with health-focused, low-sugar and functional beverage trends

3. Processed Foods

• Convenience and instant food items with shelf stability
• Ready-to-eat and ambient products tailored to modern Korean consumers

Major Brands Represented:

• HERSHEY: Classic chocolate bars and seasonal confectionery
• Squid Game: Themed novelty snacks and drinks in collaboration with Netflix IP
• Paul Frank: Youth-oriented confectionery under licensing agreements
• Bassetts: Traditional British sweets adapted for Korean retail

These brands are merchandised in premium retail chains, specialty stores, convenience stores, and online marketplaces like Coupang and Gmarket.

Specialization and Core USP

Misung Family’s strengths include:

• Exclusive brand partnerships with globally recognized names
• Deep understanding of Korean retail consumer behavior
• In-house team for regulatory compliance and label translation
• Capacity to launch, localize, and scale foreign brands through well-established B2B channels
• High agility in seasonal product development and event merchandising (e.g., Valentine's Day, Chuseok)

The company’s ability to blend global quality with local cultural alignment gives it an edge in a competitive import distribution space.

Financial Performance

Based on trade disclosures and media insights:

• Estimated annual revenue (2023): USD 10–15 million
• YOY growth rate: Approximately 18–20% CAGR over the past 5 years
• Majority of revenue generated from snack and confectionery sales (~65%)
• Key retail partners include Lotte Mart, Olive Young, and 7-Eleven Korea

Distribution and Market Reach

• Nationwide coverage with hubs in Seoul and Incheon
• Strategic partnerships with third-party logistics and customs clearance agents
• Access to over 1,000 retail outlets and 50+ online sellers
• Dedicated field team for in-store promotion, sampling, and retail activation

Target Market

• Youth and millennial snackers with interest in international trends
• Parents and families seeking unique novelty snacks
• Retail chains and convenience stores that need high-turnover, low-SKU imported goods
• E-commerce platforms and curated snack box providers

Capabilities

• Regulatory Compliance Team: Ensures KC labeling, food safety registration, and allergen declarations
• Promotional Campaign Management: POS marketing, seasonal bundles, character-themed launches
• Packaging Localization: Korean translation, serving adaptation, and cultural integration
• Market Testing: Real-time feedback through in-store data and sales analytics

Certifications and Compliance

• Compliant with Korean Ministry of Food and Drug Safety (MFDS) import standards
• Partners with certified customs brokers for non-tariff barrier navigation
• Uses third-party food testing labs for microbiological and ingredient validation

Customer and Partner Feedback

• “Misung Family makes it easy to work across time zones and cultures. They understand what Korean consumers want.” – Global Brand Manager, UK Confectionery Company
• “They’ve helped our brand gain traction in Korea far beyond what we expected.” – Asian Beverage Exporter, Malaysia

Major Achievements

• Secured exclusive Korea distribution rights for Paul Frank and Bassetts
• Launched first Squid Game-themed snack line in Korea, sold out in under 3 weeks
• Built a retail network of 1,000+ outlets, both offline and online
• Participated in Seoul International Food Expo and World Confectionery Conference Korea

Misung Family Co., Ltd. is a dynamic force in Korea’s imported food distribution landscape. With a strategic brand portfolio, in-market expertise, and solid logistics infrastructure, the company continues to shape Korea’s evolving consumer palette by delivering trendsetting global food products.