‘Malaysians Love Korean Food and the Spicier the Better,’ says 11street

Blogged by @Lan 
For 11street


(from left to right) Chef Lin; Bruce Lim, Vice President of Merchandising for 11street; and Matthew Lee, Managing Director of KMT Trading Sdn. Bhd., were excited about the Flavoured Milk Sago, Nasi Goreng Kampung Kimchi and Char Kuey Teow ala Toppokifusion dishes that Chef Lin had curated.

A recent insight revealed ‘spicy’ as a top keyword search, alongside recipes for halal Korean food preparation

KUALA LUMPUR, 3 November 2016 – Since the first Korean drama landed on Malaysian shores, Korean culture has steadily seeped into the hearts of many Malaysians. From K-dramas to pop music to cuisine, the interest for everything Korean especially food continues to surge, according a recent search trend finding by 11street.


(from left to right) Managing Director of KMT Trading Sdn. Bhd., Matthew Lee; Vice President of Merchandising for 11street, Bruce Lim; and Chef Lin smiling in delight as they discussed the similarity between Korean and Malaysian cuisines – lots of chillies!

To ensure that Malaysians continue to have their Korean food satiated, 11street reinforces its partnership with K Market, a subsidiary of KMT Trading Sdn. Bhd. and importer and distributor of Korean products in Malaysia, to offer not only Korean food items but also halal ones especially for its Muslim shoppers.


To showcase how similar Korean and Malaysian cuisines are, Chef Lin curated four fusion dishes that combined the flavors of Korea with the distinctive tastes of Malaysia.

“The insight we obtained from the market confirmed what we have known for a while now, that Malaysians love Korean food. It revealed that Malaysians often search for Korean food items such as ramyun, chigae, chimek and samgyupsal. On top of that, we noted that a commonly recurring word among these searches on 11street is ‘spicy’, which goes to exemplify Malaysians’ love for spicy food.


(from left to right) Bruce Lim, Vice President of Merchandising for 11street; and Matthew Lee, Managing Director of KMT Trading Sdn. Bhd, gave Chef Lin’s Korean-Malay fusion dishes the thumbs up.

Bruce Lim, Vice President of Merchandising for 11street points out:“In fact, ‘heat’ is a common ground between Malaysian and Korean foods, which is why we at 11street have ramped up our spicy Korean food offerings on our platform, to enable our shoppers to find what they love. Through this partnership with K Market, we also took this effort up a notch by introducing products that are halal so that our Muslim shoppers continue to shop with us at ease.”


(from top left, clockwise) Nasi Goreng Kampung Kimchi, Char Kuey Teow ala Toppoki, Kimchi Sambal and Flavoured Milk Sagothat Chef Lin had curated to marry Korean flavours with Malaysian tastes.

Echoes Matthew Lee, Group Managing Director of KMT Trading Sdn. Bhd.: “Two years ago when we decided to open a Korean supermarket in Kuala Lumpur, we were motivated by the growing Korean community in the area. Essentially, we wanted to bring a piece of home closer to them but we certainly did not foresee the steady stream of Malaysians frequenting our store.


(from top left, clockwise) Nasi Goreng Kampung Kimchi, Char Kuey Teow ala Toppoki, Kimchi Sambal and Flavoured Milk Sagothat Chef Lin had curated to marry Korean flavours with Malaysian tastes.

We realized that in order for us to cater to more Korean food lovers out there, it is more effective that we partner a reputable online marketplace such as 11street. To date, we are happy to continue supplying Malaysians with the Korean foods they love through 11street, as well as introduce new ones that are hot off the shelves from Korea.”

Dae-bak Korean food galore

According to 11street, the sale of Korean food items on its platform has doubled since its inception in April 2015, with the 26 to 35 age group contributing on average 40% of total Korean food sale in 2016.

Among the top five items often purchased from its platform are Pepero, a cookie stick dipped in chocolate; ramyun, also known as instant noodles; kimchi, a fermented Korean side dish made of vegetables; toppoki, a type of soft rice cake; and milkis, a popular carbonated beverage in South Korea.

Other popular Korean food items that are highly sought after by 11street shoppers are banana milk, red pepper powder for kimchi making and healthy vinegar drink.

“Malaysians are always on the lookout for good deals and great prices, and 11street is more than happy to realize this for our consumers. We aim to bridge the gap between demand and supply, by bringing in the latest Korean food trends for the enjoyment of our shoppers,” concludes Lim.

Starting from November 3 onwards, selected Korean specialty products, such as soy bean paste of different flavours, kimchi, toppoki, pancake mix, frying batter and low sodium salt will be available at discounted prices up to 15%. In conjunction with Pepero Day, where Koreans exchange Peperos with their loved ones as a token of their best wishes, 11street is also offering up to 30% discount on an assortment of Peperos.

For more information and to discover more Korean food items, please visit the K Market store on 11street at http://www.11street.my/store/kmarket.

About 11street (www.11street.my)

11street is a trustworthy and convenient online marketplace that offers a great variety of products at competitive prices. It strives to revolutionise today’s consumers’ online shopping experience by making it more personalised and engaging. 11street has a diverse selection of product categories which are tagged on Fashion, Electronics, Groceries, Health & Beauty, Kids & Baby, Leisure & Sports, Home & Living and Books & Services including deal offerings like E-vouchers. 11street is also an optimised marketplace where its merchandising ecosystem, education and training programs can fully support sellers regardless of the size of their businesses. Established in Korea since 2008, 11street is now one of the top global e-commerce marketplace providers with 400,000 sellers serving over 30 million consumers worldwide. 11street also has a presence in Turkey and Indonesia, known as n11 and elevenia, respectively. For more information, please visit www.11street.my

About K Market

K Market, as known as K Ecomart (M) SdnBhd, is a Korean grocery retailer which located in Solaris Mont Kiara. As one of the subsidiaries of KMT Trading SdnBhd, K Market was established in 2014, with the vision to provide wide range of real Korean groceries to Korean consumers and local consumers in Malaysia.

Targeting to all income levels, K Market offers a variety of products comprising fresh produce, dairy, various food and beverages and other daily necessities which features the best of Korea products. K Market is conceptualized with the aim of offering more value for shopping for Korea’s grocery products in no-frills environments, by providing good quality Korea’s products at affordable prices and ensuring comprehensive services to shoppers.


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