Cultural Influence and Increased Availability Drive Surge of Korean Food Popularity in the UK

Korean food has gained immense popularity in the United Kingdom (UK), driven by the cultural impact of Korean content like K-pop and K-dramas. Google searches for Korean food increased by 83% between 2019 and 2021, making it one of the top 10 popular cuisines in the UK, and ranking third in London.

A 2023 survey by the Department for Culture, Media and Sport (DCMS) found that 64.1% of British respondents were willing to purchase Korean food and services, the highest rate in Europe. This demand is reflected in the availability of Korean food products in major UK supermarkets such as Tesco and Sainsbury's, which now sell items like ramen, soju, and gochujang. Online supermarkets like Ocado have also expanded their Korean product range due to increasing interest, including CJ Taeyangcho Red Pepper Gochujang Paste, AJR Korean Chilli Paste Gochujang, and beverages such as Jinro Peach Soju.

Korean supermarkets such as Oseyo and Seoul Plaza have multiple branches across the UK and sell a variety of Korean foods. Products like pouch drinks and purple sweet potato chips have surged in popularity due to social media trends.

The South Korean government has mandated that changes in product capacity must be indicated on both packaging and online platforms, addressing consumer concerns regarding shrinkflation. This includes a wider range of items and was implemented on Feb-24.

Korean ramen, particularly Samyang Foods' Buldak Bokkeum Myeon and Nongshim’s Shin Ramyun, has become the most popular Korean food product in the UK. In 2023, Korea surpassed Italy to become the UK's fourth largest importer of instant noodles, with imports reaching USD 35.39 million, a 10.2% increase from the previous year, according to Global Trade Atlas statistics. Market share is projected to grow from 4.5% in 2021 to 10.9% in 2023, indicating a rising preference for Korean ramen among British consumers.

Korean liquor products, especially fruit-flavored soju like green grape and grapefruit, are also gaining popularity. Hite Jinro reported a high average annual growth rate of 73% for soju exports to the UK over the past three years, with a local purchase rate of 77%. The UK's imports of Korean liquor products reached USD 1.75 million in 2023, up 30.5% year-on-year (YoY), continuing an upward trend. The popularity of Korean liquors was evident at the liquor corner of the K-pop-up store hosted by the Korea Trade-Investment Promotion Agency (KOTRA) London Trade Center in 2023 due to their high demand.

Figure 1. Jinro, Green Grape Soju (Alcohol By Volume 13%)

Localization of Korean Food in the UK

As local demand for Korean food grows in the UK, Korean dishes and ingredients are becoming more localized. Supermarkets, local cafes, restaurants, and small grocery stores now offer Korean-style products. Spicy and tangy red seasonings, such as gochujang, red pepper powder, and kimchi, are particularly popular. Marks & Spencer reported a sales increase of over 200% for Korean-style sauces and ingredients in 2021 and a 250% increase for Korean-style instant foods. Waitrose sells a Private Brand (PB) product called 'Gochujang Chili Paste,' and Tesco offers 'Seasoned Korean-style chicken thigh fillet.'

Social Media and Localization Strategies

The popularity of Korean food in the UK is rapidly spreading through social media platforms like TikTok, where there are 709 thousand videos tagged with #KoreanFood as of 2024 and 68.7 million views for #Koreancorndog as of 2023. This trend underscores the importance of social media marketing for domestic companies aiming to enter the UK market, particularly targeting the younger MZ generation. This term combines Millennials (born between 1981 and 1996) and Generation Z (born between 1997 and 2012). Successful examples include Korean hot dogs and pouch drinks, which gained traction through social media and have settled in the UK market.

Localization is another key strategy. The growing preference for spicy foods such as gochujang and kimchi can be leveraged by adjusting the spiciness to suit local tastes. For instance, local UK supermarkets offer less spicy versions of gochujang products, spicy Korean BBQ samgyeopsal, and kimchi. CJ Foods' localized Seaweed Snacks, available in flavors like Korean BBQ and hot chili, saw a 61% sales increase in Jul-23 compared to the previous year.

The competition intensifies as overseas companies, like India's Surya Foods, also enter the market with Korean food brands such as Sun Hee. These companies supply Korean products to major UK retailers like Tesco, making it crucial for Korean companies to develop unique strategies to capture British consumers.

Figure 2. CJ Foods Seaweed Snacks, BBQ Flavour (5 grams - 3 packs)

The increasing demand for Korean food in the UK highlights the significant opportunity for domestic companies to leverage social media marketing and localization strategies. By adapting their products to suit local tastes and preferences, and targeting the influential MZ generation, Korean food brands can strengthen their presence and compete effectively in the UK market.