According to Ryan Yun from online retailer FromK, K-food is no longer a supporting character in the Asian food aisle. It has taken its place alongside Chinese and Japanese cuisine.
“It's doing more than just occupying a section; I see it acting as an 'engine' that makes the entire Asian food category younger and more trend-aware,” said Yun.
“The buzz around K-food attracts young customers who may not have been interested in Asian cuisine before, making it a 'gateway' for them to discover the cuisines of other countries as well.”
Korean food was once primarily enjoyed by Korean expats or those of Asian descent, but that has changed significantly now, especially for Gen Z, for whom YouTube, TikTok, and Netflix are integral to daily lives.
For example, when a BTS member eats buldak (fire chicken) noodles during a live stream, or characters in a K-drama eat ramen and Korean snacks at a convenience store, that becomes a “cool” experience that Gen Z and Alpha want to try.
It's about more than just consuming food; it's about emulating and experiencing the culture of the idols and actors they admire. Yun said that posting "Tonight's dinner is K-drama style chimaek (chicken and beer)!" on Instagram has become a fun activity. For Gen Z, K-food feels like a delicious, cool, and essential 'in-the-know' challenge.
“First, they see it on TikTok or Instagram. The visuals are entertaining. When they see vibrant red tteokbokki, they wonder, 'What could that possibly taste like?' That's the power of social media. Then, they feel a cultural connection by directly experiencing the 'cool Korean culture' they’ve seen in K-pop and K-dramas,” they added.
“Of course, if it didn't taste good, it would be a one-time thing. The unique flavour profile, a combination of sweet, salty, spicy, and savoury (umami), captivates their palates. All of this comes together as a novel experience that is completely different from Western food.”
Read more in the latest issue here
