Gochujang Beef, Kimchi Chicken, SPAM Gochujang... Global Food Companies Create ‘K-Food’ [The ‘K-Wave’ Sweeping the World]

K-food is entering a “second stage of globalization.” It has evolved beyond exports by Korean food companies, with global corporations now directly planning and producing Korean-inspired products. Korean flavors such as gochujang and kimchi are even being used as-is in the official product names of local brands, underscoring K-food’s growing presence in the global food market.
According to industry sources on the 2nd, global food and restaurant companies have recently been expanding K-food’s reach around the world by developing their own products and menus using Korean flavors.
Nestlé’s global brand Maggi (MAGGI), the world’s largest food company, recently introduced a line of Korean-style noodle products in the U.K. market, including gochujang beef, kimchi chicken, and spicy cheese. What stands out is that the products use the proper names “Gochujang” and “Kimchi” in their original forms, rather than vague expressions such as “Korean Chili.” SPAM, the U.S. canned-ham brand, has also launched “SPAM Gochujang,” adding gochujang’s spicy flavor to its existing product. Meanwhile, the British restaurant chain Wagamama has collaborated with Samyang Foods to introduce bibimbap and chicken wings made with Buldak sauce, winning a positive response.
This trend of “emulating K-food” is spreading across markets in Europe, North America, and Asia. Oreo collaborated with BTS to launch limited-edition cookies inspired by Hotteok, a Korean street snack, in global markets including North America. The brand is incorporating Korean ideas into snack culture, moving beyond meal offerings.
Panda Express, a leading Asian fast-casual restaurant brand in North America, also partnered with Samyang Foods to launch a limited-edition collaboration menu featuring Buldak sauce. The menu won over local American consumers.
[email protected] Seoyeon Kim Reporter