The global interest in Korean culture, encompassing K-pop, K-dramas, and cuisine, has led to a notable increase in the demand for Korean food products.
Gen Z consumers, who value authenticity, convenience, and ethical sourcing, have fuelled this growth. Supermarkets worldwide now stock more Korean snacks, noodles, sauces, and desserts to meet this rising interest.
For instance, in the UK, supermarkets like Waitrose have reported a 71 percent rise in gochujang (Korean chilli sauce) demand and a remarkable 974 percent increase in Korean chicken searches, driven by health benefits associated with fermented foods and the international promotion of Korean culture.
Gen Z consumers prioritise food that is convenient, varied, and ethically and environmentally friendly. They are increasingly interested in products that are ethically sourced and do not contain artificial ingredients, influencing their purchasing decisions in supermarkets.
Younger consumers are drawn to Korean food primarily for its unique flavours, cultural connection, and social media presence, with novelty and visually appealing dishes also playing a significant role.
In New Zealand, the fastest-growing Korean food categories in retail include instant noodles (especially spicy varieties like OTOKI, Samyang and Nongshim), kimchi (both traditional and fusion styles), sauces and pastes (such as gochujang and ssamjang), frozen dumplings (including mandu and gyoza), snacks (like honey butter chips and rice cakes) and ice cream (lemon flavour).
These categories have gained popularity due to the influence of Korean culture and cuisine, particularly among younger consumers seeking authentic and convenient food options.
Read more from Diane Lee, founder of Korea-New Zealand Cultural Association (한뉴문화원) in the latest issue here
