Tesco is set to raise the profile of Korean cuisine with an in-store push.

Delegates from the South Korean government and trade body Kotra will visit Tesco stores as part of a Taste of Korea event running from 1 to 20 November.

Selected Tesco stores are to dedicate part of a fixture to Korean food, with the country’s biggest food brand, Bibigo playing a key role in the activity and displaying a shelf of products. Bibigo, owned by CJ Foods, recently rolled out BBQ sauces and frozen crispy dumplings to Tesco.

“The government believes we can take on the responsibility of bringing Korean food culture to the UK market,” said Bibigo marketing manager Ruby Huang.