The influence of the letter "K," once represented by "K-pop" and "K-drama," is spreading worldwide across various retail industries. In the past, localization was considered essential for overseas expansion, but now Korea's unique methods and sensibilities are being accepted as a new standard. This piece highlights cases where Korean characteristics have become global competitive strengths and examines the direction "K" should take in the global market. [Editor's note]
In the past, the strategy chosen by Korea's food industry when knocking on overseas markets was thorough localization. Reducing spiciness and substituting ingredients with those familiar to locals worked as a basic strategy. It was a way of toning down the individuality of Korean food and positioning it as "unremarkable Asian cuisine."
Recently, however, global consumer trends are moving in a different direction. Overseas consumers are seeking the spicy tteokbokki that protagonists eat in drama, and they want to experience spicy ramyeon exactly as seen in social media (SNS) challenges. Instead of the old grammar of localization, fully transplanting a "K-original" lifestyle is becoming the new formula for success.
◇ The counterattack of Korean food transplanted as "K-original"
According to related industries on the 5th, in New York, considered a battleground of gastronomy, the status of Korean cuisine has changed noticeably. Korean food is no longer just exotic fare; it is being recognized as a refined genre of fine dining.
The Korean-style dwaeji gukbap specialist Oksang-dong Sik does not rely on intense seasonings or localized menus; instead, it presents a clear, deeply flavored gomtang in the Korean way. It first opened in Seoul in 2016 and was selected for the Michelin Bib Gourmand six times. Riding on its popularity in Korea, it expanded to Manhattan, New York, in 2022, and even New Yorkers unfamiliar with the concept of gukbap created the striking scene of lining up. In 2023, the year after entering New York, The New York Times (NYT) named it one of the "8 best dishes in New York." NYT described Oksang-dong Sik's dwaeji gukbap as "a broth you wouldn't tire of eating every day," adding that "it would be even better on a special occasion."
The status of Korean cuisine also shines in the high-end fine-dining market. Korean fine-dining restaurants are counted among the hardest places to book in New York. Led by Jungsik, which holds three Michelin stars, and joined by two-star Atomix, there are 13 Korean restaurants in New York with Michelin stars. This serves as evidence that Korean food is no longer cheap street fare but stands at the pinnacle leading global culinary trends.
NYT selected seven Korean restaurants among the "100 best restaurants in New York in 2024." Atomix ranked 4th among the 100, the highest among Korean restaurants. NYT introduced Atomix as "using new ingredients such as locally foraged mugwort, repeatedly experimenting based on tradition, and serving food with Korean ceramics, textiles, and chopsticks so diners can feel a Korean atmosphere in a broader context."
◇ From dumplings to ramyeon: "the taste of Korea" reshapes the global market
The performance of corporations also stands out. The No. 1 brand in the U.S. retail dumpling market is CJ CheilJedang's "Bibigo Mandu." CJ CheilJedang brought the unique features of Korean-style dumplings to the forefront in a category overshadowed by Chinese "dim sum" and Japanese "gyoza." It emphasized thin wrappers and tightly packed vegetable filling. It was a strategic choice to establish an independent category rather than a subcategory of Asian food. In doing so, it built an image of a "healthy and well-balanced meal" and increased its market share.
CJ CheilJedang is accelerating its overseas business with the goal of leaping to become a "global top 5 food company" by 2030. It is also producing visible results. CJ CheilJedang's overseas food business sales steadily increased from 5.1811 trillion won in 2022 to 5.3861 trillion won in 2023 and 5.5814 trillion won in 2024. The overseas portion of total sales also rose from 47% in 2022 to 49.2% in 2024.
Samyang Foods' Buldak spicy ramyeon has become more than a product; it is a cultural phenomenon. As the "Buldak challenge" took root as a form of play on SNS, Samyang Foods emphasized the identity of "Korean-style spiciness" rather than easing the heat to suit local tastes. Even while keeping the flavor trend as it is in Korea, it has gained popularity as a cultural code among young people worldwide. The overseas sales share of Samyang Foods rose from 66.6% in 2022 to 77.3% in 2024.
◇ Korean alcohol promoted alongside fine dining
Korean alcohol is also gaining presence in the liquor market. HiteJinro's "JINRO" has steadfastly kept the No. 1 spot in global distilled spirits sales for years while holding to soju's unique identity. In addition, premium distilled soju brands such as "Wonsoju," launched by artist Park Jae-beom, are expanding the spectrum of Korean alcohol.
Some overseas Korean fine-dining establishments are also proposing Korean alcohol as a pillar of pairing, like wine or sake. For example, at the Korean fine-dining restaurant Jueok in New York, traditional liquors such as Andong Jinmaek Soju are included in pairing menus, spreading the deep flavors of Korean alcohol to gourmets around the world.
In Dec. last year, CJ CheilJedang held an event (The Korean Table-Sip&pair by jari) to promote traditional liquor culture in collaboration with the New York Korean restaurants Hojokban and Nari. This was to raise brand awareness before launching the premium distilled spirits brand jari in the United States in the second half of this year. Nari CEO Lee Jun-mo said, "As K-food has taken root globally, if efforts to promote Korean alcohol continue steadily, the culture of enjoying it alongside Korean food will also spread."
According to the results of the "2025 overseas Korean food consumer survey," released by the Ministry of Agriculture, Food and Rural Affairs and the Korea Food Promotion Institute (KFPI) in Nov. last year, awareness, favorability, and satisfaction among overseas consumers toward Korean food have all steadily increased. The survey targeted 11,000 locals aged 20–59 living in major cities across 22 countries.
Awareness of Korean food was tallied at 68.6%, favorability at 71.4%, and satisfaction at 94.2%. Overseas consumers who had visited a Korean restaurant in the past year reached 71.7%. The frequency of visiting Korean restaurants per month averaged two times, up from 1.7 times in 2023. Among respondents, 14% chose "Korean-style chicken" as their favorite Korean dish, followed by kimchi (9.5%), bibimbap (8.2%), bulgogi (5.6%), and ramyeon (5.1%).
Jeong Kyung-seok, director general for food industry policy at the Agriculture Ministry, said, "In countries around the world, as Korean food takes hold as 'healthy and fresh food,' positive perceptions among global consumers are spreading," adding, "We will expand the designation of excellent Korean restaurants overseas and strengthen promotion strategies tailored to regional consumption characteristics to elevate the status of Korean food in the global market."