South Korean media: Chinese "C-food" brands like "Bawang Cha Ji" are gaining popularity among young Koreans
On May 8, South Korean media outlet KOREA WAVE (Japanese edition) reported: Chinese cuisine and tea beverage brands are continuously entering the Korean market, and the "C-food" trend is spreading across the food industry.
Previously, young people in Korea were mainly drawn to Chinese dishes such as hot pot and spicy rice noodles. However, this trend has recently expanded to include beverages and desserts. "Bawang Cha Ji (Korea)" opened its first stores in Seoul's Sinchon and Yongsan districts on April 30, marking its entry into the Korean market.
"Bawang Cha Ji," a tea drink brand based on milk tea, has rapidly grown in China. It is expected to enter the Korean market initially through experiential concept stores, targeting young consumers.
The background behind "Bawang Cha Ji"'s expansion into Korea lies in the increasing interest among young Koreans in Chinese food and desserts. In the past, Chinese cuisine was often adapted to suit Korean tastes. However, in recent years, with the rising popularity of candied haws, local Chinese dishes such as hot pot and spicy soup have taken root in the Korean market, leading to greater acceptance of Chinese food.
Additionally, the extension of visa-free travel between China and South Korea has increased cross-border tourism, resulting in more consumers directly experiencing local cuisine and culture. The current dining-out trend centered around hot pot and spicy rice noodles has now extended to drinks and desserts, with Chinese flavors permeating all areas of consumption.
Local Chinese dishes such as hot pot and spicy rice noodles have become representative Chinese foods in the Korean market. Hot pot chain Haidilao (Korea), operated by the parent company Haidilao, has gained significant popularity among Generation Z and Millennials. Its sales reached 117.7 billion KRW (approximately 12.95 billion JPY) in 2025—surpassing 100 billion KRW for the first time—and its operating profit nearly doubled.
Famous celebrity consumption has also helped drive this trend. Jennie of the immensely popular girl group BLACKPINK hosted her own birthday party at Haidilao in early 2026. Some analysts suggest that Haidilao is increasingly being perceived as a "trendy" dining choice. The long-standing popularity of spicy rice noodles continues to grow. The operator of Tanghuogong, "Tanghuogong Korea," achieved sales of 25.4 billion KRW (approximately 2.79 billion JPY) in 2025—a 14.4% increase compared to the previous year.
This trend is not limited to food but extends to broader consumer markets as well. The Chinese brand Pop Mart (Korea) recorded sales of 125.5 billion KRW (approximately 13.81 billion JPY) in 2025, driven by the massive popularity of its signature character "Love B." Sales in 2025 were three times those of the previous year.
A industry insider stated: "In recent years, the number of young South Koreans visiting China in person has increased significantly, and their openness to local food and brands has noticeably grown." The influx of Chinese brands like "Bawang Cha Ji" is expected to further accelerate the C-food trend.
Original article: toutiao.com/article/1864592237868032/
Disclaimer: The views expressed in this article are solely those of the author.