"Gimbap" curator Jung Da-hyeon offers four varieties of gimbap at her pop-up event at Gwangjang Market in central Seoul, running through April 6. Courtesy of Jung Da-hyeon

At Seoul's bustling Gwangjang Market, already beloved by locals and foreign tourists alike, eager food lovers lined up for a mouthwatering pop-up event featuring five unique varieties of "gimbap," or seaweed rice rolls.

This pop-up offers a flavorful journey across Korea without ever leaving the capital — gimbap filled with aromatic "minari" (water parsley) with juicy pork belly from Gunpo's Bujayoung Kimbap and crispy fried cutlassfish from Jeju's Uncle Tong Gimbap. There's also Sokcho's famous pollack roe gimbap from Janghong Gimbap and Busan's fiery combination of spicy chicken, fried tofu and enoki mushrooms from Big Hand Kimbap. Rounding out this lineup is self-proclaimed gimbap curator and pop-up organizer Jung Da-hyeon's creation: pan-fried, bite-sized kkoma gimbap paired with spicy gochujang (chili pepper paste) beef tartare — inspired by the signature dish of Gwangjang Market.

On Thursday, the opening day of the pop-up, the waitlist filled up just eight minutes after the doors opened at 10:30 a.m., with the line stretching along the staircase of the five-story building.

Pan-fried, bite-sized "kkoma gimbap" paired with spicy "gochujang" (chili pepper paste) beef tartare, inspired by the signature dish of Gwangjang Market, is offered at Jung Da-hyeon's gimbap pop-up at the popular market in downtown Seoul. Courtesy of Jung Da-hyeon

Among those waiting was a couple in their late 50s, who spent more than two hours waiting to pick up gimbap for their family.

"My daughter, who is in her 20s, loves exploring new, trendy places and always takes us along. She knew about this gimbap pop-up and asked us to stop by since we were planning to visit our usual fish vendor at Gwangjang Market anyway," the father said.

"We arrived even before it opened, but we still ended up waiting for hours. I think the wait is long because there are too many menu items for a pop-up. Still, Jung was very friendly and welcoming, so we're excited to try these different kinds of gimbap together with our daughter."

Two other customers in their 20s said they were thrilled at the chance to try different types of gimbap without having to leave Seoul, despite waiting nearly three hours.

"I found out about this pop-up through Instagram," one of them said. "My favorite was the fried cutlassfish gimbap. It seemed simple, but tasted so good."

"Gimbap" curator Jung Da-hyeon has visited over 700 gimbap places across Korea for over four years. Courtesy of Jung Da-hyeon

Each gimbap tells a story

Gimbap, one of Korea's most beloved convenient snacks or light meals, can be found practically everywhere across the country — from convenience stores selling factory-made rolls to nationwide chains like Kimbap Cheongug, as well as countless family-run eateries and home kitchens.

While gimbap can easily be found in almost every corner of Korea, specialty gimbap shops offering unique recipes continue to attract attention as well as crowds. It is gimbap curator Jung's mission to uncover and share these hidden gems with a wider audience.

Jung, 31, a former food service marketer who turned into a food influencer after leaving her corporate job, began her nationwide exploration in search of unique content. What started as a personal interest soon turned into a deep passion, leading her to visit more than 700 gimbap eateries across Korea over four years. She has since published two gimbap-themed guidebooks and created a range of merchandise dedicated entirely to promoting the beloved Korean rice roll.

"Gimbap was always one of my favorite foods, but initially, I thought of it as just something quick to fill the stomach," Jung told The Korea Times at her pop-up in Gwangjang Market, Friday.

"However, as I tasted countless types of gimbap across the country, I became fascinated by how each roll has a story, depending on who made it and what's inside. The incredible variety opened my eyes."

Jung Da-hyeon's gimbap pop-up at Gwangjang Market runs through April 6. Courtesy of Jung Da-hyeon

Common gimbap varieties available at Korea's "bunsikjip," or casual snack bars, often include vegetables, cheese and tuna. But as a dedicated gimbap curator, Jung aims to introduce people to more unique and diverse options beyond the familiar favorites.

"I wanted people to experience unique, hard-to-find gimbap from different parts of the country," she said. "So I reached out to my favorite gimbap eateries, the ones that had left a lasting impression on me. Four of them generously shared their recipes, allowing me to showcase these special flavors at the pop-up."

Jung's Instagram account dedicated entirely to gimbap (@gimbapzip) boasts over 230,000 followers, yet she didn't anticipate the overwhelming response to her pop-up event.

"I knew people enjoyed my content, but I never imagined this many would actually show up," she said. "On the first day, some visitors started lining up two to three hours before opening. Honestly, I was overwhelmed."

She also explained the reason behind the delays. "The pork belly and hairtail fish gimbap can quickly become tough or lose flavor if prepared ahead of time. To ensure the best taste, we grill or fry the ingredients and roll the gimbap to order. That's why it takes us a bit longer to fulfill each order."

Poster of "gimbap" varieties at Jung Da-hyeon's gimbap pop-up at Gwangjang Market / Korea Times photo by Kwon Mee-yoo

Global appeal

Once overlooked by foreigners due to the distinctive aroma of "gim" (Korean laver), gimbap is now rapidly gaining international attention as well, boosted particularly by the 2022 Korean show "Extraordinary Attorney Woo." In the series, autistic lawyer Woo Young-woo (Park Eun-bin) enjoys gimbap every morning, saying, "Gimbap is reliable. You can see all the ingredients at a glance, so there's no unexpected texture or flavor."

Jung also noticed gimbap's growing popularity extending beyond Korea.

"I'm getting messages from people all over the world asking where they can find good gimbap places in Seoul and if they can buy some of my gimbap-themed merchandise," Jung said.

"Many foreigners still refer to gimbap as Korean sushi, but it's entirely different from Japanese maki sushi. While sushi rice is seasoned with vinegar, Korean gimbap uses sesame oil, giving it a distinctively rich and savory flavor. I want everyone to experience the true taste of gimbap, packed with diverse ingredients. People often describe it as a simple food, but it's actually quite complex."

She specifically chose Gwangjang Market — a popular destination for international tourists — for her pop-up event, hoping to showcase the charm of gimbap to visitors from around the globe. However, due to the overwhelming number of local customers resulting in lengthy queues, few international tourists managed to experience the pop-up event so far.

"Only a handful of Japanese tourists have come by," she said.

"Gimbap"-themed merchandise is on display at Jung Da-hyeon's gimbap pop-up at Gwangjang Market. Korea Times photo by Kwon Mee-yoo

Among the merchandise Jung has created is the "Gimbap Pass," a key chain featuring a nationwide map of recommended gimbap restaurants along with discounts at select partner eateries. Currently available only in Korean, Jung mentioned she is open to creating an English version for international fans.

She is also preparing for a larger-scale gimbap festival later this year. Fittingly, Jung's ultimate dream is to establish a gimbap restaurant she curated herself.

"I'd love to open branches abroad, too. I'm curious to see firsthand how foreigners respond to gimbap," Jung said. "Recently, I tried a Philly cheesesteak gimbap, which added a touch of American flavor. I think this kind of approach can help make gimbap more approachable for international tastes."

The pop-up continues daily from 10:30 a.m. to 8 p.m., or until sold out, at a stall located in front of 365iljang grocery store inside Gwangjang Market through April 6. For more details and updates, check Jung's social media.