K-Source Gochujang CEO's Popular Gochujang Explodes in the US
Over 20,000 Reviews on a Single Amazon Product
80-Year-Old American Amazed by Chungjungone Gochujang
Declares No Longer Need Ketchup After 70+ Years of Use
Foreign participants at the Sunchang Jangryu Festival are trying their hand at making gochujang. [Photo by Sunchang-gun]
An 80-year-old Jewish American man identified as "Abraham" has been addicted to Heinz Ketchup since he was six years old. After his wife of 51 years passed away around 2022, he began living alone and cooking for himself. Enjoying Netflix, he frequently watched Korean online video services (OTT), especially dramas, through English subtitles. Various Korean foods featured in the dramas caught his eye, and he also learned about gochujang. In January, he ordered gochujang from Amazon. He said, "It's hard to believe, but it has had a huge impact on my eating and cooking habits." He added, "Gochujang helps make my mouth sing." He said, "I no longer need Heinz Ketchup or any other sauces," and expressed gratitude to those who invented and produced this special food, saying, "It makes my tongue dance." He also said, "Gochujang is heaven. Koreans already know this, but I recommend it to my beloved Jewish relatives and friends."
Foreign participants at the Sunchang Jangryu Festival promoting K-sauces, including gochujang (red chili paste) [Photo by Sunchang-gun]
Mr. A’s story is a review left on an Amazon gochujang product. The product is a 1.1-pound (500g) Cheongjeongwon O’Food Gochujang priced at $9.79 (about 13,000 KRW). The manufacturer describes it as "Korean gochujang with a spicy, sweet, and savory sauce, traditional fermented seasoning, 100% brown rice, corn syrup, and medium spiciness." This product has an impressive 20,000 reviews, most of which are highly positive. Comments include "The taste is excellent, and the container is very convenient and hygienic," and "The balance of spiciness and sweetness is just right. It added a pleasant depth and richness to the broth without overpowering other ingredients, enhancing the overall flavor." Another reviewer, Mr. B, said, "I was new to Korean cooking and enjoyed learning it. I tried adding it to various dishes. Last night, I made a wonderful sauce for chicken, and it was truly fantastic. It has a bit of heat but is not overwhelming, and it rarely needs dilution when used as a sauce." Some reviews advise against choosing it if you expect an extremely hot and spicy flavor, but note that it is very delicious when added to soups, curries, or pasta sauces.
As K-food gains popularity worldwide, K-sauces represented by gochujang are also in demand. According to the Korea Customs Service, exports of seasoning sauces and traditional pastes reached $384 million (about 512 billion KRW) last year, marking an all-time high on an annual basis. The volume was 131,800 tons, the second highest ever following 132,000 tons in 2021. By category, seasoning sauces such as those for buldak and bulgogi accounted for $241 million, the largest share. Pastes like gochujang and doenjang totaled $111 million, followed by ketchup and mayonnaise at $32 million. By country, the United States led with $84 million, representing 21.8% of the total. Next were China ($51 million), Japan ($35 million), Russia ($31 million), and Vietnam ($18 million). Last year, exports reached a record high of 139 countries. On YouTube, recipes and dishes using K-sauces like buldak, gochujang, and jjajang are introduced. Shake Shack, which has also entered the Korean market, released a limited edition gochujang burger in 2021.
Overseas, gochujang is often used as "gochujang" itself or known as Korean chilli paste or Korean red pepper paste. In August 2020, BBC introduced gochujang in its travel section, stating, "This fiery red chili paste is the heart of Korea’s spicy-sweet flavor and adds heat to famous Korean dishes. It is now taking over the world." BBC said, "Today, gochujang is a popular item in the UK and the US, appearing in everyone’s taste trend forecasts?from food wholesalers like Bidfood to the National Restaurant Association. Often called ‘the new Sriracha,’ it has jumped from specialty stores to large supermarkets and fast-food outlets."
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