[Market Focus] Wooyang Rises on Soaring U.S. Kimbap Popularity Driven by Netflix No.1 "K-POP Demon Hunters"

Wooyang is showing strong performance. This is believed to be influenced by news that Kimbap is gaining immense popularity in the United States due to the impact of the Korean Wave.

As of 2:34 p.m. on August 22, Wooyang was trading at 5,360 won, up 3.47% from the previous day.

According to a KOTRA overseas market trend analysis released on the same day, the distribution and consumption of frozen Kimbap in the U.S. frozen food market have been rapidly expanding recently. In 2023, a TikTok influencer, Sarah Anh, drew explosive attention with a video in which she tasted Trader Joe's frozen Kimbap.

Since then, a variety of frozen Kimbap flavors, including tuna, vegetable, and bulgogi, have been launched mainly at Asian markets. As major U.S. retailers such as Costco, Kroger, and Aldi began selling these products, public awareness has spread rapidly.

Cultural content is also playing an important role in boosting Kimbap consumption in the United States. The Netflix animation "K-POP Demon Hunters," which recently ranked number one in viewership, featured a scene where the main characters enjoy Kimbap and Korean street food before a performance. In particular, a scene where Kimbap is eaten whole without slicing became a sensation, leading to the "Kimbap One-Bite Challenge" trending on TikTok.

Currently, the U.S. frozen Kimbap market is led by Korean companies. Wooyang manufactures products such as hot dogs, frozen Kimbap, and ready-to-eat meals. Wooyang was the first Korean food company to start selling frozen Kimbap in China and is expanding its frozen food exports to overseas markets including the United States and Japan.