Vitto grows in South Korea: an ever-expanding range with Samsung Welstory

Just a few months after its debut in South Korea, the VITTO project is entering a new phase. The partnership between Atlante and Samsung Welstory, which began with the introduction of VITTO pasta to the Korean market, is now evolving through a progressive expansion of the range and new opportunities to engage with the market.

The journey we shared last autumn on the occasion of the Pasta Holic Party in Seoul, which marked the official debut of the brand in the country was only the first step in a broader project. Today, VITTO continues to grow together with Samsung Welstory, one of the leading B2B foodservice operators in South Korea.

From pasta to an ever more complete range

Starting with pasta, VITTO is progressively expanding its presence in South Korea across different categories, with the aim of building an offering capable of meeting the needs of the local foodservice market.

In June 5-litre olive pomace oil was launched, designed for professional use. This will soon be joined by new products already on their way to the Korean market: 500 ml balsamic vinegar glaze, 1-litre olive oil, peeled tomatoes and ready-to-use pasta sauce in 2.5 kg formats. At the same time, development of the range continues. Currently in development are a 500 ml balsamic vinegar and an expanded pasta range including 500 g linguine, penne, rigatoni and fusilli.

This evolution takes VITTO beyond a single category, progressively building a broader assortment developed together with the partner based on the specific opportunities and needs of the Korean market.

The project’s development also includes strengthening the digital presence of the brand. The new website VITTOFOOD.KR dedicated to South Korea, developed in Korean to tell the story of the brand and present the range in a way that is even closer to the needs of the local market. The website brings together VITTO’s main categories, from pasta and tomato-based products to oils and condiments and will continue to evolve and expand with new content and products as the project develops in the Korean market.

Food festa: Vitto meets the Korean market

An important milestone in this journey was Food Festa, the private trade show organised by Samsung Welstory in April 2026. Atlante took part in the event with an entire stand dedicated to VITTO, making it the only European supplier of Samsung Welstory present with a space entirely dedicated to its own brand. Food Festa provided a tangible opportunity to showcase VITTO, introduce the products through tastings and engage directly with visitors and industry professionals. It was also a particularly valuable setting for gathering insights and gaining an even deeper understanding of the market’s expectations and the growth potential of the brand.

As highlighted by Guido Lanzarini, Business Unit Director at Atlante:

“Food Festa was an exciting event that gave us the opportunity to showcase the VITTO range in its true essence. Seeing people taste our pasta and pasta sauces made us incredibly proud of our ability to bring Italian authenticity to the market.”

Food Festa was also a significant moment for the partnership between the two companies. During the event, Samsung Welstory recognised Atlante as a key partner in the development of the brand VITTO andas exclusive overseas European supplier, an acknowledgement that reflects the work built together and confirms the strength of the partnership.

A project that continues to grow

VITTO’s evolution in South Korea shows how entering a new market is only the beginning of a journey. From the launch of pasta to expansion into new categories, from participation in events to the ongoing relationship with Samsung Welstory, the project is taking on an increasingly structured dimension.

For Atlante, this means continuing to work alongside the local partner, combining knowledge of international markets, product development and brand building with an approach designed to evolve over time. The journey will also continue the marketing front, with new activities aimed at increasing VITTO’s visibility, building awareness of the range and creating further opportunities to connect with the Korean market.

Today, South Korea is one of the markets where this model is taking shape most concretely: starting from an initial range, listening to the market and building new opportunities step by step.