New Zealand has a relatively large Korean population, with Auckland being home to the largest concentration of Korean New Zealanders in the country.
This, combined with a large Asian migrant population, has fuelled the demand for ramyeon, Korean sauces, and frozen dumplings, especially among students and young families seeking a reasonably priced, easy-to-heat and eat option after a busy day.
Korean food offers a level of exotic Asian or ‘ethnic’ appeal, yet is approachable. Kimchi has also ticked the right boxes in the health trends, such as fermentation and fibre.
At the same time, frozen mandu, rice cake (tteokbokki) meal kits and instant noodles offer taste, satiety and convenience. Gluten-free options have also become readily available because rice is the predominant carbohydrate in many meals.
According to Su-Lyn Wee, founder and director of Optimo Foods Pte Ltd, the impact of Hallyu (K-wave) on food has been extraordinary.
Kimchi, gimbap, ramyeon, gochujang, soju and frozen dumplings (mandu) have shifted from niche to mainstream globally. Korean food has become an extension of K-pop, K-drama and K-beauty, with fans emulating what their idols eat.
“If a star is seen enjoying a snack, within hours memes, clips and reels amplify its reach. Social media, particularly TikTok, has amplified food trends like fire noodle challenges or DIY Korean corn dogs,” she said.
“Particularly for younger consumers, compared to Japanese dining, Korean food is fast, affordable and more easily shared. The element of street food, the experience of eating at food trucks or makeshift stands and the portability of food make Korean dining more mainstream and approachable.”
Locally, instant noodles such as Samyang “Fire Noodles” and Nongshim Shin Ramyun have been consistent top-sellers in Woolworths, Pak’nSave and New World.
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