Maruha Nichiro has launched a new cross-border collaboration product, “Spicy Tuna Fried Rice,” under its frozen single-serving rice series “WILDish,” together with “Dongwon Spicy Tuna,” the top brand in South Korea’s canned tuna market. The new product will be sold in both Japan and South Korea.
The flavor was developed through multiple discussions with Dongwon in Korea. Two versions were created: a moderately spicy Japanese version (on sale since September) and a Korean version featuring a generous amount of chili powder for a more intense kick. The latter will also be available in Japan in limited quantities from December.
This marks the first time “WILDish” is being exported to South Korea, with local sales handled by Dongwon. The rollout will start via e-commerce, with potential expansion to convenience stores and other retail outlets in the future. The suggested retail price is about 550 yen.
Since its debut in Japan in 2019, “WILDish” has become a hit for its convenience—allowing consumers to cook and eat directly from the pouch—and its authentic taste. The brand’s recent annual sales have exceeded 2 billion yen.
According to Takanari Hasegawa, General Manager of the Processed Foods Unit, Retail Frozen Foods Division, “The increasing number of single-person households and the widespread adoption of telework have boosted demand. The individually portioned film packaging is environmentally conscious and aligns with the ethical, sustainability-minded thinking (SDGs awareness) of younger generations such as Gen Z.”
Maruha Nichiro and Dongwon have long conducted business together through sourcing tuna raw materials. According to Ha Kisok, President of Dongwon Japan, South Korea’s frozen food market has expanded to approximately 300 billion yen, with the retail rice category accounting for about 16.5 billion yen. However, very few Japanese products are currently distributed in Korea due to significant price differences caused by a 50% import tariff.
Even so, Ha expressed optimism for the Korean version of “WILDish Spicy Tuna Fried Rice,” saying, “The product concept and target are clearly defined, giving it strong differentiation. In Korea, too, we’re seeing a declining birthrate, population concentration in urban areas, and a growing need for single-serve meals.” He also noted that “Korea’s inflation trend has narrowed the price gap with imports from Japan.”
The Korean version will be sold in Japan as well, beginning in early December via Maruha Nichiro’s official online store. It features a bold, spicy flavor and comes in single-serving 230g packs (open price). “We hope consumers will enjoy comparing the two versions,” the company said.
Looking ahead, Hasegawa commented on future overseas expansion: “There are still many challenges, such as restrictions on ingredients and additives, but exporting to South Korea allowed us to overcome a major barrier. We plan to continue learning and gradually accelerate our pace.”