Japan has discovered the addictive taste of
Korean chicken, which you can never stop craving
once you try it.

Today, having a Korean franchise restaurant is considered essential for popular shopping malls in Fukuoka, Japan. Even the newly constructed Fukuoka International Airport complex, scheduled to open in 2025, will have Korean franchise restaurants. Korean food culture in Japan has reached a level of maturity where the terms "Hallyu" and "Hansik fever" no longer suffice to describe its universal popularity. Due to Japan's proximity to Korea and the close relationship between their food cultures, Korean cuisine has gained immense popularity in Japan. 

Recently, the popularity of Korean-style chicken franchises in Japan has been on the rise. Korean franchises have been successful, and even Korean-style chicken franchises originating in Japan are often quite popular. In addition to chicken, traditional popular foods like samgyeopsal (pork belly), sundubu (soft tofu), and cheese dakgalbi (spicy stir-fried chicken with cheese) have maintained their popularity as well. Interest in spicy Korean food, which is still a bit unfamiliar to the Japanese palate, is also increasing day by day. In a survey conducted by Hot Pepper, a popular Japanese restaurant reservation app, Japanese people listed jjimdak (braised spicy chicken) and nakjibokkeum (spicy stir-fried octopus) as the spicy Korean dishes they would like to try.

It's time for Korean-style desserts in franchise-heaven
Thailand

Thailand is a country where franchise businesses began to flourish about 40 years ago. Now there are approximately 140 global franchise brands in Thailand, where Korean franchise brands rank third in number, following Japan and the United States. With the increase in Korea's soft power, the number of Korean franchises in Thailand is also on the rise. Moreover, the number of local franchise Korean food businesses launched and operated by Thai people is also increasing rapidly.

Looking at the Thai franchise market by category reveals that beverage and ice cream brands account for about 25% of the total, which is the largest share. Therefore, the highly developed Thai dessert franchise market is where Korean food look for potential. In fact, there has been increased demand for Korean-style brunch or dessert cafes in Thailand recently. Taking advantage of this trend, it is time for numerous Korean dessert franchises to attempt entry into the Thai market.

Korean leaf green tea products are gaining popularity
among Germans due to their unique drying process

Germany, well known as a country that loves beer and coffee, is actually a nation that also appreciates tea as well. According to data published last year by the German Tea Association, Germans were consuming 95,000 cups of tea per minute as of 2021. Similar to many European countries, Germans have a fondness for drinking herbal teas, which are considered a healthier alternative to medication for a mild cold. In recent times, there has been a significant surge in tea demand in Germany, driven by factors such as the rise in remote work and a growing interest in maintaining good health.

As a country with a significant interest in tea, Germany has a high demand for new products, and Korea's "leaf green tea" has recently met this demand. Korea's leaf green tea is now available at TeGschwendner, Germany's largest retailer of tea products, and its sales are also increasing in various online markets. The popularity of Korean leaf green tea stems from its unique drying method, which sets it apart from teas produced in Japan and China. The shape of the leaf green tea in its dry state and its appearance when brewed play a crucial role in differentiating the tea. Korean leaf green tea achieves these desired characteristics through a unique drying process not commonly used in other countries. Starting with leaf green tea, interest in Korean teas is expected to grow in Germany.

BTS's favorite food, tteokbokki, now has become
one of the most popular Korean foods in the U.S.

Tteokbokki is one of the hottest Korean foods in the U.S. market, where NBC referred to it as the "Tteokbokki Takeover" due to its immense popularity. Like other countries, the consumption of Korean content through OTT platforms has increased in the U.S. since the pandemic, leading to a natural rise in interest in Korean food. Among them, K-pop and BTS have played a significant role in driving Americans' interest in Korean cuisine.

Fans' interest in tteokbokki is surging worldwide thanks to BTS singer Jimin, who helped popularize it on social media when he was spotted eating it at a traditional market. Furthermore, videos featuring other BTS members consuming or cooking tteokbokki have also contributed to the soaring interest among BTS fans across the globe.

Riding on this popularity wave, pre-packaged versions of tteokbokki have become available at national wholesalers such as Costco. Additionally, various tteokbokki-related products, including packaged tteokbokki rice cakes and sauces, have gained huge popularity on large online shopping platforms like Amazon. Furthermore, the number of tteokbokki-specialized restaurants is also on the rise in the U.S.

Love for Korean food among Indians is just beginning.

Until just a few years ago in India, Korea was primarily recognized as a country known for producing cars, smartphones, and home appliances. However, there has been a shift in perception towards Korean culture and food. This change is partly attributed to the indirect experiences of Korean culture through video content, which have increased in India due to restricted travel caused by the COVID-19 pandemic.

The local restaurant industry in India has accurately recognized the demand for Korean food culture. Korean instant noodles, processed foods, and snacks that are certified by the Food Safety and Standards Authority of India (FSSAI) are now being sold in India with the Veg logo. Buldak stir-fried noodles, in particular, have gained huge popularity in major Indian markets. Additionally, Korean-brand ramen, snacks, and beverages can now be found in general food ingredient stores, not limited just to imported grocery stores. It is interesting to note that North India shows a higher level of interest in Korean food compared to South India. In North India, various Korean snacks such as potato chips, biscuits, and cookies that are available in Korean stores are already being sold.

Brazilians' kimchi fever leading to growing demand for
the establishment of 'Kimchi Day'

Brazil and Korea, despite being located on opposite sides of the Earth, share a connection through their love of kimchi. Brazil, fueled by its passion for kimchi, has been emerging as a hub for the expansion of Korean food (K-food). Recently, a Korean food sampling event held at the Samba Festival in Sao Paulo received a positive response, sparking a growing demand for the establishment of "Kimchi Day." Additionally, a booth offering Korean liquor tasting at the festival was highly popular among local visitors.

In the kimchi section of Korean markets in Brazil, a wide variety of kimchi products are now available, including traditional options such as baechukimchi (the most common types of kimchi), kkakdugi (diced radish kimchi), oisobagi (cucumber kimchi), buchukimchi (chive kimchi), and gatkimchi (leaf mustard kimchi). Those who have acquired a taste for kimchi through dining at Korean restaurants in Brazil frequently visit the kimchi section to satisfy their cravings. Kimchi has undoubtedly become a popular and healthy food in Brazil, and it complements Brazilian cuisine very well. Consequently, the love for Korean food in Brazil, spearheaded by kimchi, is expected to grow.