New Yorkers Hooked on Tteokbokki... National Representative K-Food Surpasses Bibimbap

Rapid Sales Increase at Amazon and Walmart
Acceleration of K-Food Globalization Including Jjapaguri

South Korea's representative street food, 'Tteokbokki,' is gaining huge popularity overseas. While traditional Korean dishes like bulgogi and bibimbap have been popular abroad, Tteokbokki has recently emerged as a new Korean Wave food after BTS member Jimin was spotted eating it.

US NBC Broadcast: "America Has Fallen for Tteokbokki"

[Image source=Pixabay]

On the 3rd, US NBC reported under the headline "The Takeover of Tteokbokki: America's Next Obsession is Korea's Ultimate Comfort Food," stating that demand for Korean street food is rapidly increasing in the US.

NBC introduced, "If you ask any Korean what their favorite street food is, the number one answer is probably Tteokbokki ? pillow-like rice cakes coated in a sticky gochujang sauce."

The outlet noted, "Tteokbokki has started appearing in large retailers like Costco, and online sales are surging," adding, "Specialty Tteokbokki shops are also increasing." It further mentioned that "BTS member Jimin was spotted eating Tteokbokki at a market in Seoul, which made it a hot item on social media."

It also explained that the Asian character 'Ji-young' from the American children's TV show 'Sesame Street' loves Tteokbokki.

Amazon and Walmart See Explosive Growth in Instant Tteokbokki Sales

[Image source=Pixabay]

O' Food, a global brand under Daesang Cheongjeongwon, began selling pre-packaged instant Tteokbokki through online distribution channels like Amazon and Walmart in the US starting October 2021. Sales related to this product reportedly increased by 450% over the past year.

Justin Park, a representative of O' Food's US branch, told NBC in an interview, "Originally, gochujang was our best-selling product, but the Tteokbokki line has risen to second place," adding that at one point, these two products alternated between first and second place in Amazon's related category rankings.

NBC pointed out that among second-generation Korean Americans living in the US, Tteokbokki is always an emotionally evocative comfort food.

NBC also detailed the origins of Tteokbokki. Once a royal delicacy served on the king's table, it was introduced in the 19th-century Joseon-era culinary encyclopedia, Siui Jeonseo (是議全書). Initially, it was cooked with sweet soy sauce and beef, but it has since evolved into a spicy dish with boiled eggs and fish cakes.

Challenging the Established National Representative K-Food 'Bibimbap'

[Image source=Pixabay]

Bibimbap was originally the Korean dish that gained popularity in the West. In 2009, Hollywood actress Gwyneth Paltrow named bibimbap as her favorite food.

With the rising popularity of Tteokbokki, a specialty Tteokbokki restaurant opened in New York last December. The restaurant reportedly became so popular that it opened a chain location last month. Additionally, Dongdaemun Yeopgi Tteokbokki, which opened a branch in Los Angeles in 2015, became famous among locals as "very spicy Tteokbokki."

On social media, posts related to Tteokbokki from overseas netizens continue to appear. Global users on Twitter have posted comments such as "Cheese Tteokbokki is popular not only among adults but also loved by children," "I made Tteokbokki yesterday, and it tasted pretty good," and "I was surprised to learn that the sauce in Tteokbokki is gochujang, not tomato sauce. I want to try making it."

K-Content Popularity Leads to Korean Food

Nongshim Chapaguri

NBC analyzed that the recent love for Tteokbokki is influenced by the popularity of Korean pop culture. The outlet explained that besides Tteokbokki, 'Jjapaguri' (a mix of Chapagetti and Neoguri) from director Bong Joon-ho's film 'Parasite' is also gaining popularity, and that Korean movies and variety shows are increasing interest in Korean food.

A chef selling packaged Tteokbokki in New York told NBC, "With the recent boom in Korean movies, dramas, and music, K-culture is becoming mainstream, and Korean food is being accepted as hip, cool, and worth trying." He added, "People who have never tried Korean food but like BTS and the movie 'Parasite' likely have a lower psychological barrier to trying Korean cuisine."