The Global Rise of K-Food: How K-Pop Stars Are Driving Korean Cuisine's Popularity
The Global Rise of K-Food: How K-Pop Stars Are Driving Korean Cuisine's Popularity
《Lee Min-kyung's Siren》

Lee Min-kyung from TenAsia sounds the alarm on the rapidly evolving entertainment industry. She highlights unseen issues and alerts us to the threats and changes surrounding the entertainment world.

K-Food exports have reached an all-time high. The popularity of products like 'Spicy Shrimp Crackers' endorsed by BLACKPINK's Rosé and 'Buldak Sauce' mentioned by BTS's Jungkook has grown so much that the 'Korean' brand is at risk of being misused overseas.
The Global Rise of K-Food: How K-Pop Stars Are Driving Korean Cuisine's Popularity
The Global Rise of K-Food: How K-Pop Stars Are Driving Korean Cuisine's Popularity
According to recent customs statistics, snack exports exceeded 1 trillion won for the first time from January to November last year, marking a 16.5% increase from the previous year. This is nearly double the 630.5 billion won in annual exports recorded in 2018.

Global interest in K-Ramen is also on the rise. Nongshim's U.S. sales, led by Shin Ramyun, reached $538 million in 2023, capturing a 25.4% market share, ranking second in the U.S. market. According to KB Securities analyst Ryu Eun-ae, Nongshim's ramen export sales are expected to grow at an average annual rate of 27.9% from 2023 to 2026. The increasing demand in Europe has led to the establishment of export-only factories and a full-scale entry into the European market.

Samyang Foods, known for its Buldak Bokkeummyun, has surprisingly not captured a high market share in the overseas ramen market due to insufficient supply. However, Han Yoo-jung, an analyst at Hanwha Investment & Securities, positively evaluated the company's future performance, noting that the establishment of a European subsidiary in July has accelerated market expansion. In fact, the cumulative European export amount in the third quarter of last year was 146.1 billion won, surpassing the total export amount of 121 billion won in 2023.

The global popularity of Korea's 'spicy umami' is evident in the emergence of the word 'Swicy' last year, a portmanteau of 'sweet' and 'spicy.'
The Global Rise of K-Food: How K-Pop Stars Are Driving Korean Cuisine's Popularity
The Global Rise of K-Food: How K-Pop Stars Are Driving Korean Cuisine's Popularity
K-Pop artists have played a significant role in the remarkable growth of K-Food. In March 2023, Jungkook shared his favorite recipe, 'Buldak Mayo Perilla Oil Buckwheat Noodles,' which quickly became a trending topic on the online platform X. Keywords related to 'Buldak Sauce' and 'Buckwheat Noodle Recipe' also trended in 155 countries. Following Jungkook's mention, overseas sales of Buldak Sauce increased, with Samyang Foods' sauce exports growing from 11.9 billion won in 2022 to 16.1 billion won in 2023.

Rosé has frequently mentioned her favorite K-Food. Last month, she appeared on the British YouTube channel 'LADbible Entertainment,' comparing British and Korean snacks, and named Nongshim's 'Spicy Shrimp Crackers' and Orion's 'Choco Pie' as her favorites. This drew global fans' attention to these products.

In the video, Rosé praised the Spicy Shrimp Crackers, saying, "I really like this. The spiciness kicks in later. I can't resist this snack." She also reminisced about Choco Pie, saying, "During my trainee days, when we didn't have much money, we would stack Choco Pies with candles for birthdays and sing 'Happy Birthday.'"

Overseas fans reacted by saying, "I'm so curious about what Spicy Shrimp Crackers taste like," "I wish they were available in our country," and "They sound crispy and delicious."
The Global Rise of K-Food: How K-Pop Stars Are Driving Korean Cuisine's Popularity
The Global Rise of K-Food: How K-Pop Stars Are Driving Korean Cuisine's Popularity
As K-Pop artists positively influence the food industry, there have been cases of intentional misuse of the 'Korean' and 'K-Pop' brands overseas. Last year, Indonesia's top ramen brand Indomie sold a product called 'Korean Ramen' featuring the group NewJeans in its advertisements. However, the ramen, characterized by its spicy umami flavor, is produced by Indomie and has no connection to Korea.

A netizen raised concerns with the Korean Intellectual Property Office, questioning whether Indomie infringed on Korean trademark rights. The office responded, "The 'Korean Ramen' sold locally may cause consumers to mistakenly believe it is Korean-made," but added, "Further professional review is needed to determine if this issue warrants sanctions."

The rising popularity of K-Pop and K-Food highlights the need for swift action by domestic industries. A system is needed to meet the increased demand and protect the value of domestic brands.

Lee Min-kyung, TenAsia Reporter 2min_ror@tenasia.co.kr