Hana Kim, President of the Queenstown Korean Association, has introduced Korean food and culture to both local New Zealanders and international visitors, not only as part of the association but also as the owner-operator of Tinco Café.
She said the K-Wave has been significantly boosted by Gen Z, mainly due to Korean dramas, K-pop, and social media, which have created cultural curiosity that has translated directly into food choices.
Young consumers have become eager to try the dishes they see online, whether it’s tteokbokki from a drama or a viral Korean drink on TikTok, making Korean food both trendy and culturally relevant.
“It’s the combination of novelty, bold flavour profiles, and cultural connection. Korean food is adventurous yet approachable, with sweet, spicy, and umami-rich tastes. The visual appeal and shareability on social media further enhance its popularity among younger shoppers,” said Kim.
In retail, Kim mentioned that instant noodles, frozen dumplings, and kimchi were the fastest-growing categories, along with Korean snacks, such as seaweed crisps and uniquely flavoured chips.
Looking ahead, Kim said that Korean food will continue to lead growth in the Asian flavours category. Just as sushi became mainstream in New Zealand, she expected products like kimchi, dumplings, and Korean drinks to become everyday staples. Korean food will also inspire new fusion products, driving broader innovation in Asian flavours.
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