Demand for Korean food products is growing quickly in the U.K., riding on the rising popularity of Korean pop culture in Europe, Homeplus, the nation’s second-largest discount retailer owned by British retail chain Tesco, said Thursday.

“The trend is reflected in the third Taste of Korea promotion event, which was launched on Nov. 5 through Tesco branches in the U.K. for a two-week run,” a company official said.

The event began this year on the same day President Park Geun-hye started her state visit to the U.K., which company officials said maximized its marketing effect.

“Taste of Korea, aimed at promoting Korean food products to U.K. customers, is being held through 49 Tesco chain stores this year. Back in 2011 when the first event kicked off, only one Tesco store joined the event,” the official said. Tesco, its Korean retailer Homeplus and the state-run Korea Trade-Investment Promotion Agency jointly organized the event.

Behind the rapid expansion of the event is a rising demand for Korean food products in the U.K. According to data from Homeplus, imports of Korean food products to the U.K. in the first 11 months of this year rose 135 percent from the same period last year.

In an effort to raise accessibility to Korean food in the U.K., food products displayed during the Taste of Korea event will go online starting this year through Tesco.com, the world’s largest online food product shopping mall, the company said in a press release.

Matt Clark, a merchandising manager at Tesco World Food, stayed positive about the outlook for Korean food products at Tesco stores worldwide, exemplifying the successful debut of Jejudo Island tangerines.

Sales of Jeju tangerines at Tesco stores in the U.K. reached 2 million pounds ($3.2 million) in the first half of this year, Homeplus said.

“Besides other quality Korean food products, Tesco also has an interest in introducing globally competitive Korean dishes like kimchi, bulgogi and bibimbap to global customers,” he said.

During the 2013 Taste of Korea, about 150 food products are put on the shelves at 49 Tesco stores. The types of foods vary from processed to Korean liquor to snacks.

Korean manufacturers of these food products range from conglomerates such as CJ and Lotte to smaller firms including Kukje Confectionery and Hanil Food Corp., the company said.

“One of the key significances of the event is a global extension of local efforts for shared growth between small and large companies,” Homeplus CEO Do Sung-hwan said. 

“Homeplus will continue to support small and mid-sized Korean food makers as they develop an overseas sales network by expanding the Taste of Korea event into Tesco stores in other overseas markets,” he added. Tesco operates more than 6,500 stores in 12 countries, including the U.K., Hungary and the Czech Republic.

The Taste of Korea event is helpful for Tesco to find reliable sourcing partners for Korean food products as well. Last year, Tesco signed with Korean food product makers to source items such as hot pepper paste, soju, laver and rice after the Taste of Korea event. These products have been offered to U.K. customers through 20 Tesco stores in the U.K., Homeplus officials said.

By Seo Jee-yeon (jyseo@heraldcorp.com)