Riding Wave of Hallyu, Healthy Eating Preferences
This year marks the first time that the number of countries importing Korean kimchi has surpassed 90. The global popularity of Korean kimchi, often attributed to the Hallyu wave and health trends such as vegetarianism, is leading the way in showcasing K-food on the international stage.
According to the Korea Customs Service on Nov. 21, on the eve of “Kimchi Day” on Nov. 22, the number of countries importing Korean kimchi has reached 93 as of October this year, marking the largest scale in history. Compared to a decade ago in 2013 when the number was 61, it has increased by approximately 50%. The total export value of kimchi until October stood at US$130.59 million. An official from the Korea Customs Service stated, “If the current growth trend continues until the end of the year, we are likely to surpass the previous record of US$159.92 million set in 2021.”
By country, Japan ranked first with exports totaling US$52.84 million, followed by the United States with US$33.31 million, the Netherlands with US$6.14 million, the United Kingdom with US$4.94 million, and Hong Kong with US$4.90 million. The proportion of kimchi exports to Japan decreased from 73.8% in 2013 to 40.5% as of October this year. During the same period, the share of kimchi exports to the United States increased from 5.5% to 25.5%, reflecting a diversified export landscape. In the United States, kimchi, once available only in Korean markets, has expanded its presence to major local retailers such as Walmart and Costco.
The surge in kimchi exports can be attributed to the increased exposure of kimchi-eating scenes in Korean movies, dramas, variety shows, and other media. As these cultural exports gained popularity, the number of foreigners wanting to experience eating kimchi significantly rose. Additionally, the global rise in preference for vegetarianism has contributed to positioning kimchi as a “healthy food,” garnering increased attention on the international stage.
Professor Moon Jung-hoon from the Department of Agricultural and Resource Economics at Seoul National University commented, “There seems to be a cultural aspect influenced by K-content, where individuals, inspired by their favorite idols or actors seen eating certain foods, feel the urge to try those foods themselves.”
In a survey conducted by the Korean Food Promotion Institute from September to October last year, targeting 9,000 locals across 16 countries and 18 cities, 38.3% of respondents mentioned kimchi as the first dish that comes to mind when thinking of “Korean food.” In a separate survey among those with experience in consuming Korean cuisine, the most favored Korean dish was “Korean-style chicken” at 16.2%, followed by “kimchi” at the second spot with 12.5%.
Among the driving factors behind the globalization of kimchi, one cannot overlook the efforts of domestic companies that have focused on building logistics networks and localization. Currently, “Jongga,” Korea’s No. 1 kimchi brand owned by Daesang Group, for instance, has expanded its presence to over 60 countries, including the Americas and Europe.
A representative from the ramen industry said, “In the Asian region, more than 80% of the exported quantity is consumed by locals, indicating a growing popularity. Additionally, there is a rising trend of locals in Western regions such as the Americas and Europe seeking out kimchi.”
Efforts to establish “Kimchi Day” are underway in various countries. Kimchi Day was designated as a legal holiday in 2020 to promote the value and significance of kimchi. It is celebrated annually on Nov. 22, symbolizing the combination of 11 kimchi ingredients that yield more than 22 health benefits.
According to the Ministry of Agriculture, Food and Rural Affairs and the Korea Agro-Fisheries & Food Trade Corporation (aT), as of now, certain regions in three countries -- the United States, Brazil, and the United Kingdom -- along with Argentina have designated November 22 as Kimchi Day.
In the United States, after California designated Kimchi Day in August 2021, states such as Virginia and New York followed suit. In Brazil, Sao Paulo established Kimchi Day in June. Furthermore, Royal Borough of Kingston Upon Thames in the United Kingdom became the first in Europe to designate Kimchi Day in July.
Kim Chun-jin, president of aT, stated, “The proposals for the establishment of Kimchi Day in various countries include content highlighting Korea as the birthplace of kimchi and the UNESCO designation of ‘kimjang’ as an intangible cultural heritage of humanity. We will leverage this opportunity to increase the export of kimchi that suits the preferences and tastes of people worldwide, enhancing the value of K-food.” “Kimjang” refers to the traditional process of making and storing kimchi in preparation for the winter months in Korean culture.