'Sky Routes Blocked by Corona'... Unique Overseas Ready Meals Popular Among Travel-Restricted 휴포족

Popular Ready Meals from Famous Overseas Travel Destinations Instead of Vacation Spots

[Asia Economy Reporter Choi Sunghye] As the global spread of the novel coronavirus disease (COVID-19) has shut down air travel, making overseas trips impossible, the number of people giving up vacations, known as 'Hyupojok,' is increasing. With people refraining not only from international travel but even from going out, those unable to take vacations are turning to food at home to soothe their disappointment, leading to a surge in popularity of unique food products related to famous overseas travel destinations such as pasta and pho.

According to data released by Homeplus Online Mall on imported food ingredient sales, demand for directly imported overseas products surged sharply from February to April, when international travel was restricted due to COVID-19. Agnese spaghetti, directly imported from Italy, increased by 289% compared to the same period last year, while Pho Vietnamese rice noodles and Australian Lambnos fruit cheese rose by 2,658% and 481%, respectively, proving the tremendous popularity of unique overseas foods.

As demand for food to ease the disappointment of giving up overseas travel explodes, the food distribution industry is targeting those who have abandoned overseas trips due to COVID-19 by launching home meal replacements (HMR) that allow easy enjoyment of famous international dishes at home. Various unique overseas convenience foods have been released, ranging from New York’s top three steaks in the U.S. mainland to meal kits representing Vietnamese cuisine. These products reduce the hassle and complexity of meal preparation while allowing people to experience local flavors at home without traveling abroad, attracting the attention of Hyupojok longing for overseas travel.

On the 19th, according to the distribution industry, the food specialty online mall ‘FoodYap’ launched ‘New York Steak,’ allowing customers to enjoy the taste of New York steak at home. FoodYap’s New York Steak is a product that packages premium beef chuck flap tail cuts from Excel Beef, used in New York’s top three steak houses in the U.S. mainland, in small portions for steak. Especially, it is popular among those who miss the flavors of New York because they can enjoy fresh refrigerated beef at home, just like at famous steak houses in the U.S. mainland.

The chuck flap tail steak of FoodYap’s newly launched New York Steak applies a cold chain system that maintains the proper temperature throughout all processes from slaughter to distribution. This preserves the freshness of the meat as it was initially, allowing customers to taste fresh beef. It also boasts top-quality refrigerated meat using the DAFresh packaging method, which excellently preserves the meat’s juices. Excel Beef, used as the raw material, is a beef brand that has firmly established its status in Korea, ranking first in market share for U.S. beef in Korea for 11 consecutive months since 2019 according to the U.S. PIERS report. It is known for its tender texture and excellent flavor and is widely used in famous Korean steak houses and Korean restaurants.

Dietary research company Dr. Kitchen introduced the ‘Oriental Bun Cha Bbaedang Bbaedang’ meal kit, allowing convenient enjoyment of Bun Cha, a representative Vietnamese dish and one of the most popular overseas travel destinations in 2019, at home. It contains noodles, meat, Bun Cha sauce, and various vegetables, so no additional ingredients are needed. The cooking process and time are minimized, enabling customers to easily experience the authentic taste of Vietnam at home, making it popular among Hyupojok who wish to travel to Southeast Asia.

Oriental Bun Cha Bbaedang Bbaedang uses konjac noodles and pork neck instead of rice noodles and pork, reducing carbohydrate content and increasing protein while preserving the authentic taste of Vietnamese Bun Cha. Thanks to the popularity of overseas foods, Dr. Kitchen’s Oriental Bun Cha Bbaedang Bbaedang meal kit is officially available on Market Kurly and can be purchased on both Market Kurly and Dr. Kitchen’s own online mall.

SPC Samlip’s authentic German premium meat processing brand, Grik Schwein, launched ‘Schweine Boneless Haxen,’ a boneless version of its signature German pork front leg dish, Schweine Haxen, tailored to the convenience food trend. It allows customers to conveniently enjoy authentic German Schweine Haxen at home and pairs especially well with beer, making it popular among solo drinkers.

Grik Schwein’s Schweine Boneless Haxen is made by marinating pork front leg with seven spices and aging it at low temperature for 48 hours, followed by a 3-hour smoking process that results in a crispy exterior and moist, tender interior. The boneless Haxen is easy to prepare; after thawing, it can be heated in an air fryer, microwave, or oven to enjoy authentic German Haxen immediately.

A food distribution industry official said, “Due to COVID-19, more people are soothing their disappointment with famous overseas foods at home instead of taking vacations,” adding, “Reflecting this trend, various unique overseas home meal replacement products are being released, and the related market is expected to become more active in the future.”