Culture Focus

Ⅶ. Globalized Dining Scene and the Emergence of K-Foods

The 24th Olympic Games, hosted in Seoul from September 17, 1988, brought together 13,626 athletes from 160 countries, spanning both communist and democratic nations. The prospect of internationalization and globalization, previously discussed in realms such as politics, economy, industry, science, society, culture, and the arts since the 1980s, materialized during the Seoul Olympics. Concurrently, the Korean government initiated exchanges with communist countries, including the Soviet Union and the People’s Republic of China.

Globalization is the phenomenon wherein countries worldwide increasingly engage in interactions across various domains such as politics, economy, society, culture, and science. The roots of globalization trace back to early human communities on Earth. However, it gained momentum in 1992 with the end of the Cold War, marked by direct cross-border exchanges and extensive interconnection through the Internet. At the heart of globalization is the merging of transnational economies, giving rise to transnational corporations, a transformation embraced by Korean companies expanding into global markets. This global shift has not only introduced foreign products to Korean tables but has also placed Korean products on tables around the world.

K-food encompasses more than just traditional Korean dishes; it extends to Korean restaurant menus and factory-made foods that have gained global popularity. Bibimbap and bulgogi have become staples, while innovative creations like “chimaek (Korean-style fried chicken and draft beer)” and cheesy stir-fried chicken ribs adorned with instant cheese are enjoyed worldwide, transcending borders. Notably, Korean restaurants in the U.S. and Canada featuring these offerings attract a predominantly nonKorean clientele, showcasing the widespread appeal of K-food beyond its country of origin.

Paldo Dosirak, which gained popularity in Vladivostok, Russia, in the late 1990s, is known as “Lady ramyeon” and remains a favorite to this day. Samyang Food’s Buldak Fried Noodles, propelled into the spotlight by YouTube in 2014, witnessed a surge in overseas sales, soaring from 10 billion won in 2015 to 66 billion won in 2016 and a remarkable 180 billion won in 2017. Nongshim’s Shin Ramyeon achieved substantial success with approximately 857 billion won in overseas sales in 2019, while Shin Ramyeon Black earned acclaim as one of the finest instant noodles according to The Wirecutter, a product review site affiliated with the New York Times, in June 2020. Binggrae’s Melona (melon-flavored ice cream bar) made its debut in Hawaii in 1995 and reached Brazil in 2008. Presently, you can spot Melona popsicle shops in every popular locale in Brazil.

The recent surge in popularity of K-pop, exemplified by BTS, has catalyzed the proliferation of K-food in the U.S. culinary landscape. Pulmuone Tofu, which made its U.S. debut in 1991, captured a substantial 74 percent share of the U.S. tofu market by 2018. CJ Cheiljedang’s Bibigo Dumpling earned acclaim as a wonderful healthy food and outperformed Chinese counterparts in the U.S. dumpling market in 2019. Distinguished by a translucent outer layer that offers a glimpse of the filling, Bibigo dumplings provide a uniquely satisfying texture distinct from traditional Chinese dumplings.

The global popularity of K-food can be attributed to the concerted efforts of Korean food and beverage manufacturers and restaurateurs, who, since the mid-1960s, have adeptly adapted foreign cuisines to suit Korean tastes. This culinary evolution was complemented by consumers’' curiosity and openness to new and unconventional processed foods. In the era of condensed growth, the trajectory of processed food and street food largely followed the path of localization. Korean-style processed foods and restaurant menus garnered acclaim from foreigners visiting Korea during the era of globalization when Korean society became more receptive to international influences. The widespread appeal of K-food also reflects the sociocultural hybridization embraced by Korean society during the periods of condensed growth and globalization.

The pervasive use of smartphones, facilitating personalized sharing of transnational information through the Internet, has played a pivotal role in propelling the globalization of K-food. With the international acclaim of K-pop, K-drama, and K-movies, a global audience developed a keen interest in the daily lives of Koreans, particularly in K-food. Concurrently, Koreans, through computers, smartphones, and firsthand experiences, observed and embraced diverse global eating and lifestyle habits. In this dynamic interaction, K-food underwent a process of glocalization, seamlessly blending elements of both globalization and localization. This transformative force has been instrumental in ushering in the era of K-food in the 21st century.

Infokorea 2024
Infokorea is a magazine that introduces Korea to readers overseas, including teachers, textbook developers and other educators. The magazine offers the latest statistics on the Republic of Korea and articles that focus on Korean culture, society and history, which can be used as a reference source for textbook writers and editors and as materials for teachers to prepare for class. The theme of the 2024 issue was 'K-FoodEducation in Korea'.