K-pop Wave Expands to K-Food and K-Beauty as “Koreanism” Takes Over American Life

The global success of the Netflix animated series *K-pop Demon Hunters*, based on K-pop, is driving cultural expansion beyond music into Korean food, beauty products, and overall lifestyle items. The Korean food culture depicted in the film has translated into actual purchases, resulting in a sharp rise in sales of Korean products in the U.S. mainstream market. The K-food craze is most evident, with items like kimbap, tteokbokki, and bulgogi becoming top sellers in major grocery stores across California. At Costco, frozen kimbap has become a bestseller in the frozen food section, while Trader Joe’s also offers tteokbokki, kimbap, and japchae rice. One Costco manager explained, “At first, it was mainly Korean customers who came looking for these items, but now word-of-mouth has spread among regular American shoppers.” American consumers who encountered tteokbokki through the film say it is “addictive due to its spicy and sweet flavor,” leading them to try Korean food naturally. Even the green dotted plates featured in the film, as well as the way meals are served with gukbap, spoons, and chopsticks placed on napkins, have become topics of discussion, further increasing interest in everyday Korean culture. Among America’s MZ generation, a lighthearted culture has emerged where people feel they must try making kimbap to truly be part of the MZ community in the U.S. K-beauty is also spreading rapidly. Sephora, a major beauty retailer in the U.S., has dedicated sections solely for K-beauty products, and on Amazon, K-beauty brands lead in searches related to “vegan,” “hypoallergenic,” and “glowing skin.” Korean brands’ essences, cushion foundations, and tinted sunscreens have become essential items on American women’s dressing tables. Consumers describe Korean beauty products as giving their skin a healthy appearance and describe using them not as mere makeup but as a habit. There are even accounts of wearing face masks daily as part of a routine. Experts analyze that the success of the K-pop animated series has popularized “Koreanism,” which is a combination of traditional Korean culture and modern aesthetics. First appearing in the fashion industry around 2006, “Koreanism” has recently expanded into the video content sector. Maggie Kang, the director of *K-pop Demon Hunters*, stated, “We conducted thorough research to ensure every scene and design element conveyed a strong Korean feel.” It is this modern reinterpretation of traditional Korean culture that is driving success in global markets. A 40-year-old working mother living in the U.S. said, “I used to like BTS too, but now I’m more obsessed with Korean eating habits and skincare methods. It feels like it helps organize my life,” reflecting her adoption of K-culture as part of her daily routine. In the U.S., the term “K-fan” no longer simply refers to someone who listens to music; it now implies someone who embraces a K-life style. Just five years ago, buying kimbap at an American grocery store was unimaginable, but today, K-food and K-beauty fill the daily lives of Americans.