The influence of Korean food in the U.S. restaurant industry is expanding exponentially, driven by the global popularity of K-pop and K-culture. According to a consumer behavior agency, Circana, Korean restaurants in the U.S. grew by 10% last year alone, with 450 new Korean restaurants opening since 2018. Notably, 36% of these restaurants are concentrated in major markets like New York, LA, and San Francisco.

Both full-service restaurants (FSR) and quick-service restaurants (QSR), like fast food outlets, have seen a rise in the number of Korean food establishments. Tim Fiers, Global Foodservice Lead at Circana, stated, "Since the 1990s, the Korean Wave (Hallyu) has propelled Korean pop culture, from K-pop to K-dramas, to global fame, and now, thanks to platforms like TikTok, its influence is growing even further." He emphasized that the increasing popularity of Korean cuisine in the U.S. offers a unique opportunity to meet the rising demand.

According to Circana, items like Korean fried chicken, Korean corn dogs, ramen, kimchi, Korean sauces, Dalgona coffee, and bubble tea are enjoying widespread popularity in the U.S. Korean fried chicken, in particular, has exploded in the U.S. market with seven chain restaurants, including Bonchon Chicken, BBQ, Kyochon, Pelicana, Wingstop, BHC, and CM, now operating a total of 405 locations. This number has increased by 22% compared to last year and has doubled since 2019.

Korean-style corn dogs have also captured the attention of Gen Z. Chains like Two Hands, Oh K-Dog, Mochinut, Kong Dog, and Song Hot Dog have grown to 242 stores across the U.S., marking a 52% increase in the last year alone. Notably, six years ago, these chains didn’t even exist in the U.S. Unlike American corn dogs, which use only cornmeal batter, Korean corn dogs use a combination of wheat flour and breadcrumbs, giving them a chewy texture that has become their signature appeal.

Korean ramen's popularity skyrocketed last year, especially after gaining traction on TikTok. The U.S. has become one of the fastest-growing markets for Korean ramen, with exports of brands like Nongshim seeing an increase of over 50% this year.

Kimchi, another iconic Korean food, has also seen a dramatic rise in sales. This year, kimchi sales in the U.S. increased by 80%, with over 10,000 sales recorded, making it one of the top-selling vegetables in the country.

The impact of the Korean Wave on K-Food is also highlighted by a Harvard University study. Earlier this year, a research team from Harvard Business School released a case study on the globalization of K-Food, focusing on the success of CJ CheilJedang, a leading Korean food company. This marks the first time Harvard Business School has analyzed a Korean food company in one of its management education programs.

The research team noted that the globalization of K-Food followed the spread of Korean pop culture, which significantly boosted the industry. They pointed out that this organic growth is different from previous instances of government-driven industrial development in Korea. According to the research, "Korean K-Culture is a cross-border cultural phenomenon, and K-Food has been spotlighted internationally as part of this trend, expanding the scale of the Korean food market to a global level."



<Hongyong Park>