Global K-Food Boom Driven by BTS’s Influence · Buldak Exports Reach Record Highs

Posts of Jimin’s tteokbokki on social media and Jung Kook sharing his “Bulguri” recipe are among the ways K-pop idols are sparking a worldwide interest in Korean cuisine. A eating-video posted on BTS’s official YouTube channel, “BANGTAN TV,” accumulated 15 to 16 million views, while a cooking video of Karbo Buldak Bokkeummyeon uploaded by American rapper Cardi B on TikTok received over 4.5 million likes, spreading quickly among trend-sensitive MZ generations. The export performance of South Korea’s food industry supports this surge. Last year, the export value of instant noodles reached 1.24846 billion dollars (approximately 1.8 trillion won), setting a new record high. Among these, Samyang’s Buldak Bokkeummyeon is the flagship product, with exports in the first half of the year alone amounting to 480 billion won. Korean instant noodles made significant appearances in an article by Wirecutter, a specialized review outlet affiliated with the publication, which selected “the best instant noodles.” Convenience store snacks are also gaining rapid traction overseas. At CU stores in Malaysia, Jeonju Bibim Samgak Kimbap and Kimchi Chammichi Samgak Kimbap are very popular, and at CU stores in Mongolia, Hotba has exceeded 180,000 units sold within just one year of its release. Export sales of seasoning sauces are particularly noteworthy. Last year, sales of sauce products reached 394 million dollars, the highest figure on record. Mixed seasoning sauces such as Buldak, Bulgogi, and Chicken Seasoning sell well, followed by gochujang. The inclusion of Korean kimchi, gochujang, and bibimbap sauces in “15 Refrigerator-Stable Trend Foods of 2024” listed by the UK’s specialty food and retail industry publication, Specialty Food Magazine, reflects this trend as well. In the United States, interest in kimchi sauce is rising in line with food trends such as fermentation, vegan, gluten-free, and keto. It is available at major retailers including H-Mart, Walmart, Costco, Nordstrom, and Bloomingdales. The premium Korean cuisine market is also expanding. With New York’s “Jeong Sik-dang,” which has earned three Michelin stars, leading the way, Korean food is gaining popularity in the fine dining sector. In countries such as China, Vietnam, and Indonesia, Korean ginseng is in high demand as a luxury gift, with prices in China being 2 to 3 times higher than those of domestic ginseng. In Vietnam, pears and strawberries imported from South Korea are popular as holiday gifts. As the most intimate link connecting food and culture, it plays a key role at the forefront of Hallyu’s spread.