"The Taste That Shook the World": Korean Sweet Potatoes Draw Long Lines Among Midtown Manhattan Office Workers

30,000 Won for a Bowl of Salad:
Office Workers Turn to Roasted Sweet Potatoes Amid New York’s High Prices

Korean-style roasted sweet potatoes are gaining attention as a cost-effective lunch option among office workers in Manhattan, New York, who are feeling the burden of rising lunch prices.

Roasted Sweet Potato. The Asia Business Daily Database

On January 19 (local time), the New York Post reported, "Office workers in Midtown Manhattan are coping with soaring prices by having roasted sweet potatoes for lunch, without any accompaniments."

30,000 Won for a Bowl of Salad: New York’s Sky-High Prices

According to the report, it has recently become common to see office workers buying roasted sweet potatoes without butter or salt from markets, cafes, and street vendors in the Midtown area. During lunchtime, there are even long lines of people waiting to buy roasted sweet potatoes.

New York is notorious for its high cost of living-a fast-food set costs more than $15 (22,000 won), and a bowl of salad can reach $20 (30,000 won). In this environment, roasted sweet potatoes, which can be purchased for just a few dollars each, have become a 'cost-effective' lunch for office workers.

Roasted Sweet Potato Videos Trending on Social Media: "Tastes Like Marshmallow"

The reviews of roasted sweet potatoes have also been positive. A local food enthusiast known as 'Mr. Spice Guy Eats,' who posted a video of himself trying sweet potatoes at a shop near Penn Station, said, "It tastes like marshmallow" and described the experience as "so surprising it shook my world." An Instagram user also peeled a hot sweet potato bought at a supermarket and ate it like a banana, commenting, "It's so sweet that if you dip it in sugar, you'll probably get diabetes."

The media outlet reported, "Although at first glance it may look like ration food, roasted sweet potatoes are a quintessential winter snack in Japan, Korea, and China. They are easily found at convenience stores and street braziers, characterized by a crispy exterior, soft interior, and natural caramelization. Rich in nutrients such as beta-carotene, vitamin C, and potassium, they are also considered a convenient and healthy snack during cold weather."

Influencer Courtney Cook introducing a way to eat roasted sweet potatoes with cheese and other accompaniments. TikTok

The growing interest in Korean-style roasted sweet potatoes in Western countries is also influenced by social media. Recently, Georgia-based food influencer Courtney Cook posted a video on TikTok showing herself tearing open the top of a sweet potato and adding cheese, which has garnered over 10 million views. She called this a "teacher lunch," describing it as "mild in flavor and very filling."

The cafe 'Julie,' located on 32nd Street in Koreatown, is one of the most popular spots. Here, sweet potatoes are slowly roasted as they rotate in the oven. The price is $7.99 per pound (12,000 won), which comes to about $2 to $3 per sweet potato.

The New York Post’s tasting panel described Julie's sweet potatoes as "soft, rich in starch, and full of flavor inside the caramelized skin." Online, lifestyle expert Viveka Chow, who has more than 150,000 followers, also praised the sweet potatoes from this cafe, saying, "The skin is truly excellent."