The Globalization of Korean Cuisine Through the Rising Popularity of Korean Pop Culture

Introduction

Korean cuisine is considered one of the fastest growing industries in the world. From being an undermined country with little recognition, to being one of the economically leading forces with its influences all over the world, Korea is an epitome of a successful case of globalization. Now people from all over the world seek out the fresh and flavorful tastes of Korean dishes and take inspiration from its unique culinary techniques. Although its diverse and delectable flavors alone draw in foodies from all around the world, its initial placement on the global market is credited to the boom in the popularity of Korean pop culture and entertainment. Globalization of Korean food has not only affected its accessibility for people around the world, but has also transformed how people perceive Asian food. In this paper, we explore the factors that influenced the spread of Korean food and its positive effects on the world. Through this examination, we can see the importance of being more receptive to other perspectives and welcoming new ideas.

Today, Koreatowns bustle with people from all ethnic backgrounds in cities like Gard Grove and Manhattan, waiting in line to eat dishes like ddeokbokki, a popular Korean street food, or a hot bowl of soondooboo, a traditional spicy tofu soup. For example, even in India, where they have typically kept their dishes strictly traditional, Korean style dishes have started to spread like no other. Despite Korea’s powerful and expansive influence today, it has not always been this way. Prior to the major occurrences of globalization, societies were grouped by cultural similarities and rejected foreign ideas, including food practices. Whether it stems from one’s religious background, upbringing that did not introduce them to those practices, or fear incited by a lack of knowledge, these barriers cause narrow-mindedness and prevent societal advancements (Colás 2018, 59).

As a Korean American, growing up in Arizona was challenging for me. There was a very small Asian population and the lack of Asian awareness often made me feel disconnected from my community. I recall my teachers brushing over lessons about Asia and generalizing all Asian countries as “China”. When I would bring my mother’s homemade Korean food to school, my classmates pointed their fingers, calling it “weird” and “smelly”. Although I loved my mom and her cooking, I opted for the school’s cafeteria snacks to fit in with my classmates. Looking back, I do not hold a grudge against them for their hateful comments, but have come to recognize that it stemmed from a lack of exposure to ethnic cuisine. Now, as a college student, visiting home is a drastically different experience. I have seen a significant increase of Asian restaurants and have heard Korean music blasting through malls. My hometown friends and I are now able to drive a mere five minutes to satisfy our cravings for traditional hot stone spicy tofu soup with marinated short ribs. Whenever I walk into a Korean restaurant I feel a surge of pride when I see people from various ethnicities enjoying the same dishes that I had once been ashamed of. The globalization of cultural foods reflects not only the progressiveness and openness of the world, but also demonstrates the benefits of cultural merging and the unity of people. My deep appreciation for the globalization of Korean food and culture inspired me to dive deeper into the reasons behind the spike in popularity of Korean cuisine and its beneficial impacts across the nations. The spread of Korean food has brought more recognition and appreciation for Korean culture, facilitated the creation of innovative fusion dishes, and promoted the overall consumption of health conscious foods worldwide.

Background

Figure 1. Ganjang

Figure 2. Gochujang

Figure 3. Doenjang

To gain a comprehensive understanding of the globalization of Korean cuisine, we must consider its historical origins. The first Korean state, Choson, is said to have been established in 2,333 BCE (Yu 2000). Subsequently, a number of other states emerged, each contributing to the development of Korea’s distinct practices and traditions, including food technology. Korea’s mountainous geographical attributes and its close distance to the coastline inspired their heavy reliance on vegetation and fish for food, while its polarized weather conditions prompted the evolution of food techniques such as fermenting. Ancient Koreans found that fermenting proved to be highly functional in storing fish and vegetation for longer periods of time through the seasons. Vital products were derived from fermented soy such as kanjang (soy sauce) (, gochujang (red pepper paste), and doenjang (soybean paste), which have since become essential components in practically all Korean dishes (Kim 2016). These culinary traditions have continued to be an integral part of modern Korean cuisine. Still today, the primary component of Korean dishes include healthy rice and grains, vegetables, and fish. Fermented soy products are still used to season dishes and amplify unique flavors.

Through the lens of Pop Culture

Despite the innovative and appealing qualities inherent in Korean cuisine, it did not receive its deserved acclamation until the late 2010 and early 2020s. This sudden rise in global recognition is attributed to the recent boom in popularity of Korean pop culture and entertainment. As Korean music, media, and movies became an international sensation, people exhibited an increased receptiveness to Korean culture and a greater willingness to try Korean foods. While Korean food and entertainment had already been enjoyed in some Asian countries with a big Korean population, it was not until the early 2010s that it gained recognition from the rest of the world. During this era, major waves also known as “generations” propelled Kpop to international popularity. The second generation is credited with initially launching k-pop into the music industry with the successful debut of girl and boy groups such as Super Junior, Girls Generation, Big Bang, 2NE1 (Romano 2020). The third generation established K-pop not only as “Korean music”, but as a major player in the global music industry. This era featured groundbreaking events such as Psy’s megahit “Gangnam Style” breaking music chart records and being labeled as the most viewed youtube video of 2012 (Ji-won 2022). Groups such as BTS and Blackpink also became internationally renowned artists during this time, consistently selling out shows worldwide.

BTS posing for a picture showing their delicious Korean lunch

This rapid and sudden global sensation of Kpop became the perfect leeway for the dispersion of Korean cuisine. One way in which K-pop promoted Korean food was through showcasing dishes in their music videos, live streams, and commercials. Many curious fans watched their favorite artists showcase their favorite foods through social media platforms that promoted various Korean dishes and Korean food brands. Furthermore, these idols started appearing on many food-themed Korean shows. The concept of a very popular show called “Youn’s Kitchen”, challenges Korean celebrities to create dishes centered around bulgogi, a common marinated meat, and bibimbap, a mixture of rice and various Korean ingredients. Viewers were able to see some of Korea’s staple foods and learn how to make it themselves (MaiaD 2022).

K-pop concerts and events became an ideal scene to spread Korean food, even to areas isolated from outside influence. K-pop groups have performed in the Middle East which has previously been considered’ as “unchartered territory”. According to the Korean Times, BTS became the first non-Arab artist to perform in the country, and have since been able to host various K-pop festivals and events there. These events provided a foretaste of Korean life as they brought Korean vendors, food trucks, and live performances. The food trucks allow event attendees a chance to try a wide variety of Korean foods that they may have only been able to see on TV. At these events, people of varying backgrounds come together under their shared love for K-pop and are able to explore Korean culture and cuisines.

Additionally, Korean movies and television shows have exponentially gained numbers of viewers, contributing to the increasing knowledge and an overall positive shift in outlook towards Korean food. During the Covid-19 pandemic, increased viewership of movies at home led to many people finding themselves watching a Korean movie out of curiosity and becoming hooked. For instance, in India, Netflix has claimed that K-drama viewers jumped by 370% in 2020. That same year, imports of Korean noodles increased by 120%. According to a survey conducted by Euromonitor International, 88% of the Indian population who started watching Korean dramas have reported that they were more open to trying Korean food (Euromonitor International 2021).

Figure 4. Growth in Import of Korean Noodles in percentage points (Euromonitor International 2021)

This graph depicts the growth of Korean noodles imported in India from 2019 to 2021.

To gain insight on the effects of globalization from the perspective of Korean companies, I conducted an interview with Sung-goo Kim, an employee of CJ, one of the largest South Korean international businesses that have departments in food, entertainment, pharmaceuticals, and shopping. Mr. Kim explained to me that he had been working there for about 20 years at CJ ENM (entertainment sector) and has witnessed so much change in the music and food industries. To translate his words from Korean to English, he stated “I personally had no idea how big Korean music would get when I first started working there but I was able to witness the greatest economic transformation for our company.” His primary role was in developing MNET, the largest music television show in Korea, and explained “Although more Koreans come to our live shows, when we post MNET videos on youtube, a great percentage of the comments are filled with international fans and I would not be surprised if the majority of the viewers were from outside of Korea.” Through the interview I was able to learn that CJ’s food sector has consequently experienced a similar transformation. According to the founder of CJ, the company has made over $930 million through frozen food exports and 65% of that revenue came from overseas. It is evident that globalization has brought positive impacts for the Korean economy by boosting sales and opening up new markets, while benefiting outside countries by making Korean food more accessible and providing a diverse range of food.

Figure 5. Value of food exported from South Korea between 2012 and 2021 (in billion U.S. dollars)

The great increase from 2019-2021 portray the influence of K-pop on the Korean economy.

The Creation of Korean Fusion

Figure 6. Korean-Mexican fusion tacos

This image shows traditional Mexican tacos topped with the beloved Korean kimchi

The slow establishment of global awareness and demand towards Korean food, sparks new opportunities for innovation in the culinary world. The introduction of Korean food in various countries prompted the blending of traditional Korean flavors with their own cultural preferences, opening up a new genre of fusion dishes. Furthermore, the versatility of flavors in many staple Korean foods facilitate people to use Korean influences to experiment with cuisine. Kimchi, an essential in the Korean diet, has been in existence for 4,000 years. However, it has started to make an appearance in fusion foods in recent years. Kimchi’s tangy, spicy, and salty flavors make it a perfect palate cleaner and inclusion to any dish. Korean-Mexican fusion emerged around 2009 in the Los Angeles area and starre tacos and burritos filled with Korean style marinated meats, and of course, kimchi (Steinhauer 2009). Kimchi’s umami, crunchy, and refreshing elements complemented the fattiness and richness of Mexican tacos, becoming one of the most popular taco truck menu items.

In Kalimpong, a city in India, Korean cuisine has started to make a grand debut as carts are seen selling Korean style fried chicken and kimbap, a rice roll stuffed with veggies and sometimes meat. This occurrence is notable due to its past conservative ideals and customs of keeping their palate to strictly traditional dishes. However a nationwide love for Korean flavors has inspired a few Korean restaurants to open such as the Seoul Full Korean Cafe and Restaurant. The chef and owner of this restaurant has created fusion dishes, taking the core fundamentals of Korean food and slightly transforming it to “relate it to Indian cuisine”. For instance, in an interview Chef Thapa explains that in their style of “bibimbap”, a Korean rice bowl topped with various vegetables with a fermented soybean paste, their restaurant uses their own variation of sauce “which is more familiar to the Indian palate, all while retaining the integrity and complexity of the sauce”.

Shake Shack, a popular burger chain restaurant, created a seasonal menu item inspired by Korean-style fried chicken. This sandwich was marinated in a gochujang sauce that was described as “kinda spicy, kinda sweet, packed with umami flavor” (Shake Shack 2021) on the Shake Shack website. To top it off, the sandwich was packed with a kimchi slaw that brought out a refreshing element. The fermented chili paste and kimchi added to a classic American sandwich merges together two seemingly contrasting flavors to create a new fusion dish that became a great hit to many customers.

Fusion cuisine has become a melting pot for cultural merging and reflects the forward moving, multiethnic essence of our modern society. It celebrates the beauty of integration and symbolizes the breaking down of cultural barriers . As the author of “Food, politics, and society: Social theory and the modern food system” Colás states in the passage “Identity”, “innovation, fusions, and fashion [drive] culinary themes in [...] distant directions” (Colás 2018, 149) and to make new discoveries. Fusion foods do not take away traditional elements, but add layers to the already loved dishes. It expands our palates and bridges people from various backgrounds together. Through the sharing of food and food techniques, we gain a greater appreciation for different cultures.

Health benefits

Figure 7. Samgyetang

Another benefit of the globalization of Korean food is the introduction of a healthy alternative to the overall global diet. A strong identifier of Korean cuisine is its quality of being delicious while providing high nutritional value that strengthens the body and fights diseases (Park 2014). Its health benefits come from fresh ingredients, as well as, the clean methods used during the cooking process. Traditional Korean dishes consist of mostly vegetables, legumes, and meat, specifically fish, which are packed with fiber, vitamins, and protein. To cook these traditional dishes require very little fatty oils and rely on fermented soy products and natural spices to elevate the flavors. Throughout history, Koreans have understood the direct correlation of one’s health to the type of food they consume. For this reason a typical dinner spread incorporates: white, brown, or purple rice as the main source of carbohydrate, a great source of fiber and minerals; a soup, packed with vegetables and sometimes with lean meats; and surrounding it are a variety of small side dishes called “banchan”.

A popular Korean soup known for its health benefits is called “Samgyetang”, and is translated to ginseng chicken soup (figure 7). Each ingredient of this dish possesses different beneficial factors. It is made with a whole chicken, rice, ginseng, garlic, green onions, red dates, and seasoned with a small amount of salt (Maangchi 2007). The large amounts of ginseng increases metabolism and is said to energize the body. The garlic and onion prevents inflammation and strengthens the heart. The red dates incites stress relief, better sleep, and enhanced memory (Li 2022). The boiled chicken provides high levels of protein. All of these ingredients combined, create a delicious medicinal dish. Interestingly, samgyetang is most popular during the hottest days because it is said to restore all the nutrients lost while working during the hard Summer days.

A core element in Korean meals is the array of banchan, side dishes, which is served with every meal typically including, but not limited to, lightly cooked and seasoned bean sprouts, acorn jelly topped with soy sauce, tofu, spicy radish, and of course, kimchi. The endless possible selection presents different tastes and textures to be enjoyed in a singular meal while taking in many nutrients simultaneously.

As mentioned earlier, fermenting was created to preserve foods, but has proved to have many health benefits. A vital product of fermentation is kimchi, a side dish that is presented with every meal. According to the National Institutes of Health, fermented foods provide “anti-oxidant, anti-microbial, anti-fungal, anti-inflammatory, anti-diabetic and anti-atherosclerotic” properties (Sanlier, Gokcen, and Sezgin. 2017.). Furthermore, kimchi is a great source of probiotics as it contains beneficial bacteria and reduces cholesterol and decreases the risks of cancer and other serious diseases (Park 2014).

Conclusion

The globalization of Korean food has made it easier to enjoy these healthy dishes all over the world, as more Korean restaurants have opened up in cities where Korean food was not formerly available. More exposure to Korean culture has broadened the palate of many people, causing people to become more inclined to opt for Korean food compared to other options.

From the remarkable instance of the globalization of Korean food, we can see how drastically food preferences and traditions change. As the writer of “Food, politics, and society: Social theory and the modern food system” titled “Culture” describes, food “reflects and reveals societies’ fundamental ideas” for it is ever “invent[ed], reinvent[ed], and perpetuate[d]'' by people (Colas, 59). Korea’s success story analyzes our societal flaws and reminds us that we should not be too quick to discriminate just because we are unfamiliar with the food. “Don’t yuck my yum” is a trendy motto that means exactly how it sounds: Don’t be quick to reject and express disgust towards something that you may not be familiar with because it is something that I love and enjoy. My childhood classmates who “yucked” my Korean lunch, now love it.

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