1️⃣🎬 From Jennie’s Banana Kick to Nongshim’s Shrimp Crackers in K-Pop Demon Hunters🦐🔥
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✔ Netflix’s global #1 animation K-Pop Demon Hunters (casually called ‘Kedeheon’ in Korea) has become a pop culture hit—and fans quickly noticed foods resembling Nongshim snacks making cameo appearances.
• Within the show, stand-ins for Shin Ramyun and Shrimp Crackers appear as “Dongshim Shin Ramen” and “Spicy Potato Chips”—serving as subtle product placement for global audiences.
• Previously, BLACKPINK Jennie introduced Banana Kick on a U.S. talk show, causing Nongshim’s market cap to jump by ₩260 billion (~$188M). This marks yet another unexpected viral moment.
🧑🏻💬Apparently K-Pop Demon Hunters is all the rage now—guess I’m watching it this weekend! 😏
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2️⃣🥗 Korean office workers swapping pork cutlets for salad?💼🥗
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✔ A growing number of male office workers in Korea are choosing salads for lunch—driven by interest in weight control and blood sugar management.
• Hyundai Green Food reported salad selections surpassed 15% across 600+ cafeterias, with over 10% among men aged 30+.
• Catering companies like Ourhome and CJ Freshway also saw salad-to-go sales rise more than 20%.
🧑🏻💬If “slow aging” is showing up in office lunches, I think it’s beyond a trend—it’s just how we live now. 🥢
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3️⃣🌶Gochujang replaces ketchup? Korean sauces go global🌍🥫
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✔ Korean sauces, led by gochujang (fermented red pepper paste), are gaining traction globally as alternatives to ketchup or Sriracha—reaching ₩550 billion (~$395M) in export value last year.
• Food giant Daesang has developed unique fermentation and formulation technology, making their products hard to replicate. Their gochujang is now sold in over 100 countries.
• Major chains like McDonald’s and Burger King are releasing Korean-style burgers, while brands like Dongwon (“Kimchi Chipotle Mayo”) and Samyang (“Buldak Sauce”) are actively expanding in B2B.
🧑🏻💬We just got a Kimchi Bulgogi Burger at Lotte in Korea… I’m calling it—an overseas version is coming soon with “K-seasoning.”
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4️⃣🍑 Fruit subscriptions and Michelin chefs—Korean department stores level up F&B🥇🍽
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✔ Department stores in Korea are fiercely competing through food: Lotte launched a fruit subscription service, while Shinsegae introduced Michelin-connected delis in-store.
• Lotte is targeting northern Seoul with its subscription model and expanding its premium food hall “Le Piccerie” to major branches.
• Shinsegae revamped its flagship Gangnam store’s food hall, adding exclusive brands like Kyoto Onimaru and One Degree North to elevate experiential dining.
🧑🏻💬According to Korea’s Ministry of Trade, food is taking up a bigger slice of department store sales. People now go to eat—not just shop.🔥
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5️⃣🍕Korean F&B franchises face an M&A freeze🍗💸
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✔ First-wave delivery franchises—pizza, chicken, burgers—are flooding the M&A market, but no one’s buying due to regulatory risk and sluggish consumer demand.
• Brands like PizzaNaraChickenGongju, Burger King Korea, KFC, and Pizza Hut are familiar names, but rebranding them to match new trends has proven difficult—turning them into permanent “for sale” listings.
• Meanwhile, Norang Tongdak was acquired by Jollibee (Philippines), and GoPizza is eyeing global investment with a strong presence in India.
🧑🏻💬With rising labor costs and a weak economy, it’s tough to profit from F&B in Korea. Maybe global expansion really is the only path forward…
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