The global K-wave has significantly shaped consumer demand for Korean food, particularly among Gen Z shoppers.
Korean cultural content, such as K-pop, dramas, and films like K-Pop Demon Hunters, frequently feature scenes of cooking and enjoying Korean cuisine.
Paul Juntak Do, International Retail Specialist & KNZBC Market Advisor, said that Gen Z, being the most digitally connected and culturally engaged generation, has driven this trend with their curiosity and openness to global flavours.
“In New Zealand, we’ve seen Korean food evolve from a niche offering in Asian supermarkets to a growing presence in mainstream retailers like PAK’nSAVE and Woolworths,” said Juntak Do.
“What was once a temporary promotion or confined to the international foods aisle is now being integrated into primary shelving alongside everyday New Zealand products. This shift is largely fueled by Gen Z’s cultural curiosity and their influence on retail demand.”
According to Juntak Do, Korean food has appealed to young consumers because it offers a compelling experience rooted in cultural relevance and bold flavour. He said that today’s younger consumers aren’t simply impulsive spenders; they seek value in their purchases and are drawn to products that feel authentic, unique, and culturally engaging.”
Korean cuisine has delivered this through its vibrant, layered flavours, think bulgogi, Korean fried chicken, and kimchi, and convenience-driven items like ramen, dumplings, and kimbap. These products aren’t just tasty; they’re experiential.
Read more in the latest issue here
