북미 질주·베트남 역주행…오뚜기, 해외사업 엇갈린 성적표

Ottogi's expansion strategy faces a critical inflection point as North American success masks significant challenges elsewhere: strong US market growth driven by mainstream K-food adoption starkly contrasts with Vietnam's decline amid competitive pressures and rising localization costs. To meet its 2030 global revenue target of 11 trillion won, the company must identify growth drivers beyond the US while validating opportunities in Southeast Asia and halal segments. This geographic imbalance reveals the strategic vulnerability of market concentration and the necessity for a truly diversified global expansion model.