Pulmuone, a leading South Korean food company, has marked a significant achievement by reporting record sales of its high-protein tofu in the U.S. market, driven by the increasing popularity of K-food. In 2022, Pulmuone's tofu sales in the U.S. totaled approximately 224.2 billion KRW (around 157.6 million USD), reflecting a 12.2% increase compared to the previous year. This growth trajectory has seen the company's tofu sales double over the past four years, highlighting the robust demand for healthy and plant-based protein products among American consumers.

The surge in U.S. tofu sales has been primarily attributed to the high-protein tofu variant, which boasts an impressive protein content of 14g per 85g serving. Sales for this specific product grew from 15.6 billion KRW in 2021 to 41.5 billion KRW in the past year. The American market's preference for tofu also appears to diverge from that of South Korea, leaning towards a firmer texture and vacuum-sealed packaging for convenience. Tofu now represents nearly half of Pulmuone's total sales in the U.S., and the company has maintained its position as the leading tofu vendor for 11 consecutive years after acquiring the top U.S. brand, Nasoya, in 2016.

Despite this success, challenges remain, particularly in increasing market penetration. Currently, only about 10% of Americans have tried tofu, which suggests a need for enhanced marketing strategies. Pulmuone acknowledges that many consumers are aware of the health benefits of tofu but lack knowledge on how to incorporate it into their diets. To address this, the company is developing online content that includes tofu recipes and cooking tips. They are also investing in expanding production facilities to meet the growing demand, particularly in their U.S. plants in the East and West, which are set to be upgraded in the coming months.