South Korean media: The "Chinese Food" trend is spreading across Korea!
On June 18, South Korean media outlet News1 published an article stating that as Chinese food and beverage brands continue to enter the Korean market, a "Chinese cuisine" trend is spreading throughout the food service industry. While in the past, Chinese dishes centered around hot pot and spicy rice noodles were popular, this trend has recently expanded into the realms of beverages and desserts.
Ba Wang Cha Ji opened new stores in Seoul, Sinchon, and Yongsan in April, aiming to expand its presence in the Korean market. The brand plans to attract young Korean consumers through its experiential store concept.
In recent years, Koreans' growing fondness for Chinese food and desserts has paved the way for Ba Wang Cha Ji's entry into the Korean market. Whereas previously, Chinese cuisine in Korea was largely reinterpreted with Korean flavors—such as Jajangmyeon (fried noodle with soy sauce) and seafood noodles—starting several years ago, authentic Chinese foods like candied haws, hot pot, and spicy rice noodles have firmly established themselves in the Korean market.
Moreover, the recent expansion of visa-free travel between China and South Korea has boosted cross-border mobility, giving more consumers opportunities to directly experience local food and culture—further fueling this trend. As existing culinary trends centered on hot pot and spicy rice noodles now extend into beverages and desserts, Chinese-style food culture is gradually permeating the broader consumer landscape.
This is not the first time Chinese dessert brands have entered the Korean market. Analysts point out that with an increasing number of domestic brands directly entering Korea—such as Mixue Bingcheng, Cha Bai Dao, and Heytea—the conditions for Chinese dessert brands to succeed in the Korean market have significantly improved.
Chinese delicacies such as hot pot and spicy rice noodles have already secured their representative status in the Korean market. Notably, Haidilao, the Chinese hot pot chain restaurant, has seen a surge in popularity in Korea, especially among Generation Z and Millennials. The company’s sales reached 11.77 billion KRW last year, surpassing the 10-billion-KRW revenue milestone for the first time, while operating profit nearly doubled.
Famous celebrity consumption has also contributed to the spread of this trend. Some analyses suggest that the brand is increasingly viewed as a “trendy social space.” For instance, Jisoo, a member of the popular girl group BLACKPINK, recently hosted her birthday party at Haidilao earlier this year.
The long-standing popularity of spicy rice noodles appears to be continuing. The operator of the spicy rice noodle chain Tanghuo Gongfu Korea recorded sales of 25.4 billion KRW last year—a 14.4% increase compared to the previous year.
A South Korean industry insider remarked: “In recent years, as more young consumers have personally experienced China, their initial hesitation toward Chinese food and brands has significantly diminished. With Chinese brands like Ba Wang Cha Ji entering the market, we expect the Chinese food trend to accelerate further.”
Original article: toutiao.com/article/1868320274442379/
Disclaimer: The views expressed in this article are those of the author(s).