The purpose of this paper is to suggest an export strategy of seaweed products from Korea to Vietnam by analyzing the seaweed products consumption in Vietnam. This research surveyed 217 people in Hanoi and Ho chi minh, Vietnam. The result of the research revealed that consumers in Vietnam perceived seasoned kim as a healthy and easy-to-eat Korean food with snacks and side dishes, and it was recognized as a nutritious snack especially suitable for children to 20s. Kimbap is recognized as simple and healthy Korean food that is consumed as a substitute for meals at home, on the streets, and at restaurants. Sea mustard was the healthiest among seaweeds and are consumed in the form of sea mustard soup as good food for women, children, and the elderly. Summarizing the Vietnam seaweed market, it is a market that is similar to Korean seaweed consumer culture. In conclusion, we suggested a seaweed promotion strategy targeting women in their teens to twenties, communication on seaweed production process, experiential marketing strategy and seaweed food culture strategy.

The aim of this study is to examine profiles of consumers in Thai seaweed market segments. A total of 321 consumers were surveyed in bangkok, thailand. The multiple regression analysis performed indicates that consumer preference toward seaweed snack is significantly influenced by seaweed consumption frequency. The cluster analysis performed indicates that there are three segments based on consumer purchasing attributes toward seaweed snack : leading type, pursuing type, beginner type. The results show that there are consumer segment with different purchasing attributes level and seaweed preference. in this study Thai seaweed market’s biggest consumer is leading type consumer(n〓40.8%) that have high level of purchasing attributes toward seaweed snack when compared to other segments. pursuing type segment(n〓27.4%) consists of consumers who have low level of purchasing attributes but have high consumption frequency. beginner type segment(n〓31.8%) consists of consumers who rarely eat seaweed snack and have high price sensitivity. This study can inform Thai seaweed consumer’s behavior and effective segment market strategies and target consumer based on purchasing behavior toward seaweed snack.