① Japanese’s Favorite Korean Food
There has been a noticeable shift in the food preferences of inbound tourists to Korea, with new favorite foods emerging thanks to the influence of the Hallyu wave. Among these, soy sauce marinated crab has become a top choice, particularly among Japanese tourists. With the recent increase in the number of Japanese visiting Korea, you can see many Japanese in the soy sauce-marinated crab restaurants in the Myeongdong area. Japanese tourists often post pictures of themselves holding soy sauce-marinated crab on social media.
Soy sauce marinated crab is one of Japan’s most popular Korean foods. It is also frequently featured in Japanese entertainment programs that introduce Korean food. Japanese film director Hirokazu Koreeda has said soy sauce marinated crab is his favorite food. A Japanese YouTuber specializing in soy sauce marinated crab is also gaining popularity in Japan.
The price of soy sauce-marinated crab sold in Japan is much higher than in Korea. Visitors from Japan are drawn to Korea because they can enjoy delicious, affordable crab.
The global K-tourism platform Createtrip shed light on emerging culinary trends by analyzing the food consumption trends of foreign tourists who visited Korea last year based on their dining transaction data. According to their analysis, soy sauce marinated crab ranked second, gaining popularity among Taiwan and Hong Kong tourists. One Taiwanese tourist said, “In hot countries, it’s rare to find raw seafood dishes that can be safely cooked. The taste of soy sauce marinated crab also fits well with my palate, as it’s not too sweet or salty.”
According to an analysis of dining expenses of foreigners who visited Seoul last year by the Seoul Tourism Organization, Hana Card, and Nice Genie Data, the top choices were pork belly (samgyeopsal in Korean) and ribs (Gal-bi in Korean). Pork belly, in particular, stood out as a Korean food that foreign tourists want to eat again when they return to their countries.
Interestingly, pork belly is less commonly consumed in foreign countries than in Korea. In fact, it’s an unpopular part. Now, pork belly is widely known abroad as Korean BBQ.
Similarly, pork ribs are also a favorite Korean food among foreigners. This dish can satisfy various tastes and is characterized by the delectable blend of sweet and savory soy sauce and succulent pork. Notably, pork ribs enjoy immense popularity among the Japanese.
② Foods Gaining Attention Due to the Hallyu Wave
Foreigners sometimes express reluctance to eat pork or beef intestines, so grilled intestines have not been very popular.
Due to Korean culture’s influence, even grilled intestines are gaining popularity, particularly among Southeast Asian tourists, because there are similar dishes, making them approach it without hesitation.
One Filipino tourist said, “In the Philippines, we also enjoy dishes made with chicken intestines, so we are familiar with dishes cooked using grilled intestines.” Meanwhile, the number of overseas branches of domestic grilled intestines franchises highlights the growing global demand.
A survey conducted by the Seoul Business Agency on 128 influencers who visited Seoul revealed that it was the food that they were most satisfied with the city, Seoul. Among the diverse food options, spicy stir-fried rice cakes (tteok-bokki) emerged as the most consumed dish, ranking first in popularity among foreign influencers. Notably, this savory treat was particularly favorable among foreign women.
In the past, foreigners shunned spicy stir-fried rice cakes due to their unfamiliar texture. However, due to the influence of Korean culture, their popularity has skyrocketed.
Last year, NBC in the U.S. introduced spicy stir-fried rice cakes, stating that “Korean street food has conquered America.” It was reported that the sales of spicy stir-fried rice cake meal kits in large American supermarkets and online shopping malls have surged. The number of spicy stir-fried rice cakes specialty stores has also increased in major cities such as New York and Los Angeles. NBC analyzed the spread of Korean popular culture, which has also influenced food.
③ Making the World’s Best Donut List
Korea’s Kkwabaegi (twisted donuts) ranked fourth on the ‘World’s Best Donuts’ list, announced by the travel and food specialist media TasteAtlas. Italy’s cream doughnut “Bomboloni” took the first place, followed by Portugal’s “Bola de Berlim” and Italy’s “Graffe Napoletane” ranked second and third, respectively.
Notably, Korea’s Kkwabaegi stands out as the sole East Asian representative among the top 50 entries. Outside of Korea, Kkwabaegi is considered “donuts.” They are fried in oil, providing a savory and soft taste. Sugar is added for a sweet flavor.
Twisted donuts are becoming famous on overseas social media as a “must-try dessert in Korea.” Furthermore, domestic cafes capitalize on their popularity by offering various desserts incorporating twisted doughnuts. A twisted donut shop in Gwangjang Market has also become a hot topic, attracting foreigners to queue up for a taste of this treat.
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