Not Once, Not Twice: America’s Obsession with Gochujang Brings Back the Burger for a Third Time

Gochujang Shack, Developed in Korea in 2020
US Food Market Embraces 'Swicy' Trend
Gochujang Recognized as a Sauce Perfect for the Trend

Shake Shack, the iconic American casual hamburger restaurant, is reintroducing its 'Gochujang Shack' in collaboration with its domestic licensee, SPC Group.

According to the Shake Shack headquarters website on January 9 (local time), Shake Shack USA announced the launch of a Korean-style menu. The new menu includes five items: K-Shack BBQ Burger, K-Shack Fried Chicken Sandwich, K-Shack Fried Chicken, K-Shack Spicy Caramel Shake, and K-Shack Spicy BBQ Fries.

Shake Shack's 'Gochujang Shack'. Screenshot from Shake Shack's US headquarters website

Among these, the K-Shack BBQ Burger, K-Shack Fried Chicken Sandwich, and K-Shack Spicy BBQ Fries are being reintroduced. In 2020, Shake Shack headquarters developed the Gochujang Shack together with SPC Group. At the time, Shake Shack stated that the menu was inspired by Mark Rosati, Shake Shack USA's Culinary Director, during his travels in Korea.

According to the Shake Shack headquarters website, Shake Shack USA announced that it will launch a Korean-style menu. Photo by Getty Images

After being introduced as a limited edition in Korea, the menu was subsequently launched in the United States, the United Kingdom, and other countries. There was positive feedback that gochujang, a traditional Korean ingredient, paired well with crispy chicken and juicy patties. In the United States, the Gochujang Shack was relaunched in early 2024 after expanding its own lineup, and this marks the third launch.

Recently, a new term called 'swicy,' which refers to the combination of sweet and spicy flavors, has emerged in the U.S. food market. Korean gochujang is considered a perfect fit for this trend, as it is a sauce with a unique depth of flavor, balanced spiciness, and sweetness.

Gochujang.

This is not the first time a global food company has developed a product in Korea and then exported it abroad. Burger King's 'Quattro Cheese Whopper' was developed in Korea in 2013 and exported to seven countries, including the United States, Japan, the United Kingdom, and China, starting in 2015. In China, it achieved the second-highest sales among all new products. McDonald's Korea has introduced menu items such as the Bulgogi Burger, Kimchi Burger, and Gochujang Sauce to markets including Taiwan, Italy, and Hong Kong. Food industry insiders have analyzed that the spread of Korean-style sauces is becoming an established food culture rather than just a passing trend, and they expect strategies to globalize the 'taste of Korea' to continue.