Vlinder Chocolate from Saudi Arabia has entered the South Korean market, taking advantage of the popular trend of "Dubai chocolate" that has been dominating the market recently. This trend, initiated by FIX Dessert Chocolatier's filled-chocolate bars, has led to an increased desire for pistachio-flavored chocolates and filled desserts, resulting in resellers selling them at premium prices to keep up with demand. Consequently, South Korean convenience stores such as CU and GS25 have introduced their own versions, which are quickly selling out despite being priced higher than usual.
Vlinder Chocolate, a brand owned by Kareem Sweets, one of Saudi Arabia’s most established confectionery companies, is now expanding its presence into South Korea following successful ventures in markets such as Kuwait, Singapore, and Canada. The brand offers a range of six flavors, including the popular Crispy Kunafa & Pistachio, reminiscent of FIX’s well-known Can’t Get Knafeh of It, as well as other Middle Eastern-inspired varieties like Crispy Tahini & Peanut Butter. Vlinder’s products proudly bear the "SAUDI MADE" logo, signifying their certification by the Saudi Food and Drug Authority (SFDA) for high quality and Saudi origin, in line with the Made in Saudi initiative as part of the country’s Vision 2030 plan.
Market Trends
South Korea’s fascination with Middle Eastern chocolate was ignited by the original “Dubai chocolate” from FIX Dessert Chocolatier, which quickly gained popularity as a premium chocolate treat filled with pistachio paste and other luxury ingredients. The trend has led to an increase in Middle Eastern imports, especially pistachio-related products, as well as higher-than-average prices in the local market. This trend has opened doors for other Middle Eastern brands like Vlinder Chocolate to enter the market and gain a foothold by offering an authentic Middle Eastern dessert experience.
Vlinder Chocolate’s unique flavour offerings, such as Crispy Kunafa & Pistachio and Crispy Baklava & Pistachio, bring traditional Middle Eastern dessert elements to South Korea. Kunafa, a crunchy, luxurious Middle Eastern dessert ingredient, is particularly favoured for its texture and flavour enhancement when combined with pistachio paste. The popularity of these chocolates has also been supported by events like Vlinder’s pre-launch at Hyundai Department Store Pangyo, showcasing the brand’s dedication to offering an immersive experience of Arabian desserts to South Korean consumers.
The “SAUDI MADE” certification further strengthens Vlinder’s appeal, as it signals quality and authenticity backed by the Saudi Food and Drug Authority (SFDA). This aligns with Saudi Arabia’s Vision 2030, which aims to diversify the country’s economy and promote non-oil sectors, like food and consumer goods, on the global stage.
Strategic Actions
Leverage the ‘Dubai Chocolate’ Trend to Establish Brand Awareness
Vlinder can tap into the existing demand for Middle Eastern-style chocolates by positioning itself as an authentic alternative to FIX’s “Dubai chocolate.” Key actions include:
Engage with South Korean Influencers: Collaborate with local social media influencers to spread awareness about Vlinder’s products, leveraging the viral nature of the “Dubai chocolate” trend.
Highlight Middle Eastern Ingredients: Emphasise authentic ingredients like kunafa and pistachio to appeal to South Korean consumers drawn to the exotic appeal of Middle Eastern flavours.
Promote the ‘SAUDI MADE’ Logo: Use the “SAUDI MADE” certification to build trust and authenticity, appealing to quality-conscious South Korean consumers.
This strategy allows Vlinder to position itself as a premium, authentic Middle Eastern chocolate brand in a market ready to embrace exotic and luxury offerings.
Expand Product Availability and Distribution Channels
Building a strong distribution network will ensure Vlinder’s products are accessible to South Korean consumers eager to try “Dubai chocolate” alternatives. Steps include:
Increase E-Commerce Presence: Focus on popular platforms like Naver Smart Store and KakaoTalk Store to reach a wider online audience, ensuring convenience and accessibility.
Partner with Premium Retailers: Seek partnerships with high-end department stores and specialty dessert retailers to place Vlinder’s products in premium settings that align with its luxury positioning.
Collaborate with Local Distributors: Work with established distributors like Crefun to optimise logistics and secure shelf space in well-trafficked convenience and retail stores across South Korea.
Expanding product availability across various channels will cater to growing consumer demand and reinforce Vlinder’s presence as a high-quality chocolate brand in the South Korean market.
Host Experiential Marketing Events to Educate and Engage Consumers
To differentiate itself, Vlinder should focus on creating experiences that immerse South Korean consumers in Middle Eastern dessert culture. Recommended actions include:
Organise Tasting Events: Host events in collaboration with retailers to introduce consumers to Vlinder’s range of flavours, highlighting the nuances of Middle Eastern-inspired chocolates.
Create Educational Campaigns Around Majlis Culture: Leverage the Majlis culture, where desserts are traditionally served with tea, to educate consumers on the heritage behind Vlinder’s flavours and enhance product appeal.
Develop Social Media Content on Middle Eastern Desserts: Use social media channels to share stories about traditional ingredients like kunafa and pistachio, building a narrative that enhances the exotic appeal of Vlinder’s chocolates.
These immersive marketing initiatives will help Vlinder connect with South Korean consumers, deepening brand loyalty and distinguishing itself from local imitators.
With its distinctive products and dedication to quality, Vlinder Chocolate is capitalizing on the popularity of Middle Eastern chocolate in South Korea. Through embracing the growing trend of "Dubai chocolate," expanding its distribution channels, and providing engaging consumer experiences, Vlinder is poised to become a top brand in the premium exotic chocolate segment of the South Korean market.
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