Growing Global Demand for Korean Spicy Tuna: Thanks to Celebrities like Cardi B
The demand for spicy tuna (gochujang chamchi) is growing in overseas markets. While it is often viewed as a simple convenience food that can be eaten when there are no side dishes in South Korea, it is recognized as a quite Instagrammable food abroad. This shift in perception has been significantly influenced by global pop star Cardi B, who showcased her enjoyment of spicy tuna, creating a buzz among her local fans.
Recently, the popularity of K-food has often been driven by global stars and celebrities. When these influencers share glimpses of their daily lives on social media, food items can quickly become trending sensations. Their personal purchases and food photos are perceived as genuine preferences rather than advertisements, which helps fuel their fandom.
According to industry reports on the 23rd, Cardi B recently went live on Instagram, where she made kimbap using spicy tuna and seaweed. In the video, she opened a can of spicy tuna, mixed it with rice, added mayonnaise, and wrapped it in seaweed to eat. She exclaimed, "Koreans are crazy!" and praised the combination of spicy tuna and seaweed as "perfect." The edited version of this video was uploaded to YouTube, garnering over 4 million views, reflecting the significant interest it has generated. The spicy tuna introduced by Cardi B during the live session has sparked various parody videos among her global fans, referring to it as a challenge recipe. The demand for spicy tuna is rapidly increasing in markets like the United States.
Thanks to this trend, Dongwon F&B has expanded its export destinations for spicy tuna to 28 countries, including the United States, Japan, Vietnam, and China.
Prior to this, Cardi B also created a stir when she shared on TikTok that Korean red ginseng was more effective than coffee, claiming it made her feel awake all day, leading to a surge in interest in ginseng as well.
This phenomenon illustrates how celebrity endorsements and social media presence can dramatically influence food trends, especially for K-food, making items like spicy tuna not just a meal but a cultural experience sought after by many around the world.
Recently, the popularity of K-food has often been driven by global stars and celebrities. When these influencers share glimpses of their daily lives on social media, food items can quickly become trending sensations. Their personal purchases and food photos are perceived as genuine preferences rather than advertisements, which helps fuel their fandom.
According to industry reports on the 23rd, Cardi B recently went live on Instagram, where she made kimbap using spicy tuna and seaweed. In the video, she opened a can of spicy tuna, mixed it with rice, added mayonnaise, and wrapped it in seaweed to eat. She exclaimed, "Koreans are crazy!" and praised the combination of spicy tuna and seaweed as "perfect." The edited version of this video was uploaded to YouTube, garnering over 4 million views, reflecting the significant interest it has generated. The spicy tuna introduced by Cardi B during the live session has sparked various parody videos among her global fans, referring to it as a challenge recipe. The demand for spicy tuna is rapidly increasing in markets like the United States.
Thanks to this trend, Dongwon F&B has expanded its export destinations for spicy tuna to 28 countries, including the United States, Japan, Vietnam, and China.
Prior to this, Cardi B also created a stir when she shared on TikTok that Korean red ginseng was more effective than coffee, claiming it made her feel awake all day, leading to a surge in interest in ginseng as well.
This phenomenon illustrates how celebrity endorsements and social media presence can dramatically influence food trends, especially for K-food, making items like spicy tuna not just a meal but a cultural experience sought after by many around the world.
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