In a recent episode of KBS2's “Stars' Top Recipe at Fun-Staurant,” show host Ryu Su-young visits a Korean language village in the U.S. and serves spicy braised short ribs to local teenagers, with one participant giving a thumbs-up. Captured from YouTube

The global popularity of Korean content, from dramas to music, is propelling Korean cuisine into the spotlight as a cultural powerhouse, highlighted by actor Ryu Su-young's recent lecture at Stanford University.

On an episode of KBS2's “Stars' Top Recipe at Fun-Staurant,” Ryu visited a Korean language village in the U.S. at the invitation of a professor, where he shared spicy braised short ribs with local teenagers. The broadcast highlighted how deeply the youth were immersed in Korean culture, from K-dramas to K-pop, and Ryu was visibly moved by the heightened global status of Korean culture.

Once considered a barren land for Korean cuisine, the U.S. has now become a passionate hub for Korean food lovers.

Traditional staples like doenjang (fermented soybean paste), gochujang (red chili paste) and ssamjang (seasoned soybean paste) are enjoyed without translation, preserving the authenticity of Korean flavors.

The term “mukbang” (a portmanteau of the Korean words for “eating” and “broadcast”) has even been added to the Oxford English Dictionary, reflecting the global appetite for Korean food and its culture.

Foreign fans are also reinterpreting Korean food in creative ways, marking a golden era for K-food. This popularity owes much to the influence of K-content.

Jjapaguri, a mix of Nongshim's Chapagetti and Neoguri noodles. It gained global attention after appearing in the Oscar-winning film “Parasite” in February 2020. Courtesy of Nongshim

Iconic examples include jjapaguri (a mix of two different instant noodles, Chapagetti and Neoguri) from “Parasite” and the instant noodles featured in “Squid Game,” which have spurred interest in Korean cuisine.

Rather than rejecting unfamiliar flavors, international food lovers eagerly explore local Korean eateries to experience the culture firsthand.

BTS member Jimin's love for tteokbokki (a dish of chewy rice cakes simmered in red chili paste) has even inspired global fans to travel to Korea to try the dish, paving the way for the expansion of Korean street food to Southeast Asia.

Indirect advertising, or product placement, has further boosted this phenomenon. According to GS25, a Korean convenience store chain, desserts launched in collaboration with Netflix generated over 2 billion won ($1.5 million) in sales.

CU, another major convenience store, saw a 30 to 40 percent sales increase in chestnut tiramisu products, with 150,000 sold during the preorder period alone — a record for the fastest and highest sales.

A kimchi-making experience event takes place, Saturday, at the Buenos Aires "Liberty Cultural Center" in Argentina, the first country to pass a "Kimchi Day" resolution through both its Senate and House of Representatives. Yonhap

With demand for Korean instant noodles surging globally, South Korean instant noodle manufacturers have ramped up production to meet demand from the U.S. and Southeast Asia, contributing to a cumulative instant noodle export total of $800 million.

The hit show “Culinary Class Wars” has also played a pivotal role in raising the profile of Korean cuisine, prompting the government to strengthen its support for the industry. A recent government meeting announced plans to enhance competitiveness in the Korean food sector and expand its global reach.

Signature dishes from K-dramas and movies are also driving the growth of the Korean food industry. Gimbap, frequently featured in “Extraordinary Attorney Woo,” has gained popularity worldwide, leading to the rapid expansion of related industries. Meanwhile, hearty dishes like "gukbap" (soup with rice) are emerging as the next trend.

India has not been immune to this wave. Indian media outlet Times Now highlighted the growing love for Korean dishes like kimchi and tteokbokki, attributing the trend to the influence of K-pop groups like BTS and Blackpink, as well as K-dramas.

More than 1,200 neatly arranged earthenware jars containing fermenting gochujang, ganjang and doenjang are seen in Changpyeong in Damyang County, South Jeolla Province, Nov. 8. Yonhap

“These artists and shows not only entertain but also offer a gateway to Korean culture,” the outlet noted. “As a result, Indians are naturally becoming curious about Korean cuisine.”

The Korean wave, or hallyu, is no longer just a trend but a dominant cultural force. Beyond dramas and music, Korean food, cosmetics and more are becoming mainstream worldwide.

With the global success of shows like “Culinary Class Wars,” Korea's government has doubled down on its efforts to bolster the food industry. As new food-centric variety shows, such as JTBC's “Please Take Care of My Refrigerator” Season 2, hit the airwaves, the Korean food industry is set to reach new heights, driven by the success of K-content.

Korean steakhouse Cote in Manhattan's bustling Flatiron district in New York elevates the traditional flavors of Korean barbecue with upscale ambiance and service. Courtesy of Gracias Hospitality Management

This article from the Hankook Ilbo, a sister publication of The Korea Times, is translated by a generative AI and edited by The Korea Times.