It Was Doing So Well, Then It Really Took Off... The 'Gimbap' That Caused a Sold-Out Frenzy After Being Searched Daily in the Drama

WP Highlights the Sensational Popularity of "Kimbap"
"Extraordinary Attorney Woo," a Korean Drama, Plays a Catalytic Role

"Kimbap is reliable. You can see the ingredients at a glance, so there is no surprise from unexpected textures or flavors."

Yonhap News

In 2022, the protagonist Woo Young-woo of the globally popular drama "Extraordinary Attorney Woo" said this while eating kimbap every morning. Thanks to this drama, foreign media reported that kimbap has captured the taste buds of people worldwide.

On the 17th (local time), The Washington Post (WP) analyzed the global popularity of kimbap in an article titled "How Korea's kimbap went from comfort food to global sensation."

A scene from the drama 'Extraordinary Attorney Woo'. ENA

The biggest reason kimbap gained worldwide attention is the drama "Extraordinary Attorney Woo." In the drama, the protagonist Woo Young-woo eats kimbap every morning. The drama's popularity coincided with kimbap attracting global attention. WP described, "This drama brought a rare spotlight to kimbap," and "a humble food essential for picnic tables has rapidly risen to the mainstream."

In fact, the American large supermarket Trader Joe's launched frozen vegetable kimbap in August 2023, which sold out nationwide in over 600 stores within weeks. The large retailer Costco also introduced kimbap, joining the expanding global kimbap market, and kimbap shops have opened in Germany, Australia, and South Africa. Robert Koo, a professor at Binghamton University in the U.S., who has written extensively about the history of Korean cuisine, said, "The globalization of kimbap is very impressive," adding, "'Extraordinary Attorney Woo' played a proper catalytic role."

A scene from the drama 'Extraordinary Attorney Woo'. ENA

WP mentioned that the process of making kimbap is complex, which also implies "care." Eunjo Park, a chef working in New York, said kimbap is "a nostalgic and comforting food" and "means a mother's love." WP also explained the difference between kimbap and "maki," a type of Japanese sushi. Unlike maki, kimbap rice is seasoned with salt and sesame oil instead of vinegar or sugar, and the fillings are mostly blanched and seasoned, the media reported.

Riding on this popularity, South Korea surpassed 1 trillion won in seaweed export revenue for the second time ever last year, and the number of export countries increased to 122, about twice as many as in 2010, recording an overwhelming market share of over 70% of the global seaweed market.