Toowoomba Pasta, a creamy prawn pasta with mushrooms dish, has become a hit in South Korea, despite its origins in regional Queensland, Australia. The popularity of this Australian-inspired dish in Korean convenience stores and pasta shops demonstrates the potential for businesses to capitalize on showcasing genuine Australian cuisine to the Korean market. The dish's association with Outback Steakhouse, despite the chain being based in the United States, has contributed to its widespread availability and recognition in South Korea.
Australia Korea Foundation board member Peter Lee highlighted the lack of prominence of Australia in the Korean imagination, emphasizing the opportunity for Australian businesses to leverage the positive associations linked to products like Toowoomba Pasta. The presence of Toowoomba Pasta on menus in local pasta stores, convenience stores, and the abundance of online tutorials on how to prepare the dish further reflects its popularity in South Korea and the potential for Australian brands to expand their presence in the country. Additionally, the value of the partnership between Australia and South Korea, particularly in sectors like energy, resources, meat, and produce, underscores the existing strong trade relationship that could be further enhanced by promoting authentic Australian products in the Korean market.
Ross Gregory, the chairman of the Australian Chamber of Commerce in Korea (AusCham), emphasized the opportunities for Australian food and clothing brands to establish a stronger presence in South Korea by finding the right partners and capitalizing on the demand for high-quality Australian products. With success stories like Bundaberg soft drinks thriving in the Korean market and an increasing interest in Australian wine, gin, whiskey, and beauty products, the potential for Australian businesses to succeed in South Korea's sophisticated and premium-focused consumer market is evident. This growing interest in Australian goods, along with the positive reception of Toowoomba Pasta, highlights a promising pathway for Australian businesses looking to expand their presence in South Korea.