Food: How Korea’s kimbap went from comfort food to global sensation
- InsightTrendsWorld
- Mar 17
- 8 min read
Why it is the topic trending: Korean kimbap is trending due to a powerful combination of media influence from the globally popular TV show "Extraordinary Attorney Woo," its recent introduction and subsequent high demand in major U.S. grocery chains like Trader Joe's and Costco signaling mainstream interest, its inherent convenience and portability appealing to busy lifestyles, its versatility and customizability catering to diverse tastes, the overarching global wave of interest in Korean culture ("Hallyu"), its perception as a relatively healthy food option, its nostalgic value for those familiar with Korean cuisine, and the amplifying effect of social media trends.
Overview: Kimbap, a Korean staple consisting of seasoned rice and various fillings rolled in dried seaweed, is rapidly transitioning from a beloved comfort food to a global culinary phenomenon. Its prominent appearance in popular media, particularly the hit show "Extraordinary Attorney Woo," combined with its accessibility in major retail outlets and its inherent qualities of convenience and customizability, are driving its increasing popularity across international markets.
Detailed findings:
The global success of the Korean TV drama "Extraordinary Attorney Woo" has significantly elevated the profile of kimbap, introducing it to a vast new audience unfamiliar with the dish. The show's positive portrayal sparked widespread curiosity and a desire to try it.
The introduction and rapid sell-out of frozen vegetable kimbap at Trader Joe's nationwide, followed by Costco's own version, clearly indicate a strong and growing demand for kimbap among mainstream American consumers, moving it beyond niche ethnic markets.
Kimbap's nature as a convenient and easily portable meal makes it an ideal choice for individuals with busy schedules, fitting into the demand for on-the-go food options.
The dish offers remarkable versatility, allowing for a wide array of fillings to suit different dietary preferences, nutritional needs, and individual tastes, contributing to its broad appeal.
The ongoing global phenomenon of "Hallyu," encompassing Korean dramas, music, and other cultural exports, has created a fertile ground for the appreciation of Korean cuisine, with kimbap being a readily accessible and visually appealing entry point.
Often perceived as a balanced and relatively healthy meal due to its combination of carbohydrates, proteins, and vegetables, kimbap aligns with the increasing consumer focus on healthier eating options.
For many, especially those with Korean heritage or familiarity with Korean culture, kimbap holds sentimental value and is associated with comforting, home-cooked meals and cherished memories, driving its appeal within these communities.
The visual appeal and shareability of kimbap make it a popular subject on social media platforms, where users share photos and videos of their kimbap creations and experiences, further amplifying its trendiness and reach.
Key takeaway: Kimbap's current global popularity is a result of a synergistic effect, where media exposure acted as a catalyst, while its inherent qualities of convenience, versatility, cultural appeal, and positive health perception fueled its adoption by a broader consumer base, further amplified by social media trends and retail accessibility.
Main trend: The accelerating globalization and mainstream adoption of Korean cuisine.
Description of the trend (Korean Culinary Wave): This trend signifies the rapidly growing global appreciation, integration, and consumption of Korean food across diverse cultures. Driven by the widespread influence of Korean entertainment and the intrinsic appeal of its flavors and formats, Korean cuisine is moving from niche ethnic markets to become a significant part of the global culinary landscape, with iconic dishes like kimbap leading this wave.
What is consumer motivation: Consumers are motivated by the desire for new and exciting flavors introduced through global media, the convenience of a portable and customizable meal, the perceived health benefits of its varied ingredients, and the opportunity to engage with and experience Korean culture through its food.
What is driving trend: The pervasive influence of Korean entertainment ("Hallyu"), increased international travel and cultural exchange, the active promotion and sharing of Korean food on social media, and the growing responsiveness of global food retailers to diversify their offerings and cater to evolving consumer tastes.
What is motivation beyond the trend: Beyond the immediate trend, consumers are seeking more authentic and diverse culinary experiences that offer a sense of cultural exploration and discovery. They are increasingly open to trying new cuisines and appreciate foods that offer both flavor and a connection to different cultures.
Description of consumers article is referring to:
Age: A wide range, from younger viewers of "Extraordinary Attorney Woo" to adults of all ages who shop at mainstream grocery stores.
Gender: Not explicitly stated, but the broad appeal of food and the success in retail suggest a fairly even distribution across genders.
Income: Likely spans various income levels, given its availability in accessible grocery store formats and the mention of both affordable and high-end versions.
Lifestyle: Includes individuals who value convenience, are open to exploring international cuisines, are influenced by popular culture and social media, and appreciate both healthy and flavorful food options.
Conclusions: The remarkable surge in kimbap's global popularity underscores the powerful impact of cultural exchange and media on shaping international food trends. Its inherent appeal as a versatile, convenient, and culturally rich food has positioned it as a key ambassador for Korean cuisine on the world stage.
Implications for brands: Food brands should recognize the significant opportunity presented by the growing global appetite for Korean flavors and formats. They should consider incorporating kimbap-inspired products into their offerings, exploring collaborations with Korean food experts, and leveraging the cultural appeal of Korean cuisine in their marketing efforts.
Implication for society: The globalization of kimbap fosters greater cross-cultural understanding and appreciation. It highlights the soft power of cultural exports in shaping global tastes and further solidifies South Korea's presence on the world stage.
Implications for consumers: Consumers now have access to a wider variety of convenient, flavorful, and culturally enriching food choices. The rise of kimbap provides a delicious and accessible gateway to exploring the diverse world of Korean cuisine.
Implication for Future: We can expect to see a continued rise in the global popularity of Korean cuisine, with more dishes gaining international recognition and adoption following kimbap's path. Innovation in kimbap variations and fusions with other culinary traditions are also likely to emerge.
Consumer Trend (name, detailed description): Global Culinary Curiosity. Consumers worldwide are increasingly curious about and open to trying foods from different cultures. This trend is driven by increased exposure to global cultures through travel, media, and the internet, leading to a desire for more diverse and authentic culinary experiences. Kimbap's widespread adoption exemplifies this trend of consumers actively seeking out and enjoying international cuisines.
Consumer Sub Trend (name, detailed description): Convenient Cultural Snacking & Meals. Modern consumers often seek convenient and ready-to-eat meal and snack options that also offer a taste of different cultures. Kimbap, with its portable format and diverse fillings representing Korean flavors, perfectly caters to this demand for quick, easy, and culturally interesting food choices.
Big Social Trend (name, detailed description): The Power of Visual Media in Food Trends. Visual media, including television shows, social media platforms, and online content, plays a crucial role in shaping and driving food trends. The article highlights how the visual appeal and prominent portrayal of kimbap in "Extraordinary Attorney Woo" significantly contributed to its global popularity and demand.
Worldwide Social Trend (name, detailed description): Borderless Culinary Exchange. The increasing interconnectedness of the world has fostered an unprecedented level of culinary exchange across borders. Food traditions are being shared, adapted, and embraced by people from diverse cultural backgrounds, with kimbap's journey representing this global trend of culinary interconnectedness.
Social Drive (name, detailed description): Desire for Novel and Authentic Experiences. Consumers are increasingly motivated by the desire for novel and authentic experiences in all aspects of their lives, including food. Trying dishes like kimbap offers them a chance to experience a taste of Korean culture and explore new flavor profiles, satisfying this fundamental social drive.
Learnings for brands to use in 2025:
Recognize the significant influence of media and cultural trends on consumer food preferences, with specific examples like the impact of "Extraordinary Attorney Woo" on kimbap.
Understand the growing consumer demand for convenient and culturally diverse food options, particularly Korean cuisine.
Explore opportunities to incorporate globally popular dishes like kimbap into their product lines, ensuring authenticity and appeal to a broad audience.
Leverage visual marketing and social media to showcase the appeal and cultural significance of international food offerings.
Strategy Recommendations for brands to follow in 2025:
Consider developing and marketing ready-to-eat kimbap products or kimbap-inspired snacks and meals.
Partner with Korean food companies or experts to ensure authentic flavors and production methods.
Create visually appealing marketing campaigns that highlight the convenience, health benefits, and cultural connection of kimbap.
Utilize social media platforms and collaborations with food influencers to generate buzz and drive consumer interest in their Korean-inspired offerings.
Final sentence (key concept) describing main trend from article: The article vividly illustrates how a combination of influential media exposure and the inherent appeal of convenience, versatility, and cultural richness has propelled the Korean dish kimbap into a trending global food phenomenon.
What brands & companies should do in 2025 to benefit from trend and how to do it: To capitalize on kimbap's booming global popularity in 2025, brands and companies in the food industry should strategically consider introducing kimbap-based products into their portfolios. This can involve developing ready-made kimbap for retail sale, creating innovative kimbap-inspired snacks or meal kits, or even offering kimbap on restaurant menus. To achieve this successfully, they should invest in research to understand authentic kimbap preparation and popular variations, potentially collaborate with Korean culinary experts or established Korean food brands, and ensure their marketing efforts highlight the dish's convenience, flavorful appeal, and connection to the widely popular Korean culture, thereby attracting the growing number of consumers eager to explore this trending food.
Final note:
Core Trend:
Name: Global Embrace of Korean Flavors
Detailed Description: The significant and expanding global appreciation and consumption of Korean cuisine, moving beyond niche markets and becoming a mainstream culinary interest, with dishes like kimbap at the forefront.
Core Strategy:
Name: Capitalize on Cultural Media Catalysts
Detailed Description: Proactively identify and leverage the impact of popular media, such as TV shows and movies, to introduce and promote food products that align with emerging consumer interests driven by these cultural influences.
Core Industry Trend:
Name: Expansion of International Ready-to-Eat Options
Detailed Description: The food industry is increasingly focused on offering a wider variety of convenient, ready-to-eat meals featuring authentic flavors from around the world, with Korean kimbap being a prominent example of this growing trend in retail and food service.
Core Consumer Motivation:
Name: Seeking Culturally Rich and Convenient Food Experiences
Detailed Description: Consumers are increasingly motivated to explore different cultures through their food choices, but they also prioritize convenience and ease in their meal preparation and consumption, making ready-to-eat options that offer global flavors highly desirable.
Final Conclusion: Kimbap's journey from a Korean staple to a global food trend demonstrates the powerful influence of cultural exchange and popular media in shaping international culinary preferences, providing valuable insights for food brands seeking to innovate and connect with increasingly adventurous and convenience-seeking consumers.
Core Trend Detailed: The Core Trend, the Global Embrace of Korean Flavors, is characterized by a marked increase in the international community's interest in and consumption of Korean food. This trend is not limited to specific regions but is observable worldwide, driven by the widespread popularity of Korean pop culture and media. Consumers are actively seeking out Korean dishes, ingredients, and dining experiences, leading to an increased presence of Korean restaurants, products in grocery stores, and Korean recipes online. Kimbap's role in this trend is significant as it is an accessible, versatile, and visually appealing dish that serves as an inviting introduction to the broader spectrum of Korean cuisine for many international consumers. Its success signals a larger shift in global food preferences towards more diverse and flavorful options, with Korean food playing a pivotal role in this evolving landscape.
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