"Kimbap Amazing" Sold Out Craze... Americans Rushing to Korean Markets

Trader Joe's Frozen Gimbap Sells Out Quickly
Growing Interest in Korean Culture Driven by Social Media

Frozen gimbap released by a grocery store chain in the United States has gained huge popularity nationwide, selling out 250 tons of stock in no time. Now, Korean markets are reportedly gaining popularity as well, according to local reports.

Popular 'Trader Joe's' Kimbap Tasting Video Online.
[Photo by Yonhap News]

On the 7th (local time), NBC in the United States reported that Korean food and culture are becoming popular among American consumers recently, influenced by social media platforms such as TikTok.

Among the products attracting significant attention from American consumers is "frozen gimbap." In early last month, Trader Joe's, a grocery store chain with 560 stores across the U.S., launched frozen gimbap.

People were curious about its simple yet novel form, and some posted videos on TikTok showing themselves buying and eating gimbap. As some TikTok videos went viral, the frozen gimbap sold out within weeks, leading to a shortage of stock until the end of October.

Sarah An (27), a Korean food blogger and creator living in Orange County next to Los Angeles (LA), also posted a video heating and eating frozen gimbap. The video, in which she tastes gimbap with her mother, attracted over 11 million views and garnered significant attention.

Frozen Gimbap Sold in the United States
Photo source=YouTube 'CaliKim'

In an interview with NBC, Sarah An said, "When I attended school in California, my mother packed gimbap for my lunch, and I was ridiculed," adding, "The current popularity of gimbap in the U.S. shows how much progress has been made in our culture being accepted and consumed by others."

She continued, expressing her surprise at the video's popularity, saying, "Recently, people are obsessed with everything Korean?Korean music, Korean food, Korean culture, Korean moms."

As Trader Joe's gimbap sold out, American consumers are turning their attention to new Korean foods. Ryan Goff, Social Media Marketing Director at marketing company MGH, said, "People recommended Korean markets like H Mart as the next place to go."

Robin Lee, president of Asian food distributor Lee Brothers, said, "With growing interest in gimbap, we are looking for more options to import frozen gimbap into the U.S.," adding, "Leveraging Trader Joe's success is a good thing for everyone."