Why is Korean Food so Popular?
samgyupsal.
Thick cuts of SAM-GYUP-SAL (Pork Belly) at a Korean BBQ.
WHY IS KOREAN FOOD SO POPULAR?
Koreans have been emigrating since 1905 (to work in Hawaiian pineapple plantations) but Korean food has taken over a century to finally take off to mainstream popularity. It’s taken Korean movies, (Oldboy -2003), cars (Hyundai-2004), electronics (TV’s and smartphones-2006), beauty products(face sheet masks-2016), and most notably music (BTS-2017) for Korean food to also become a worldwide phenomenon.
Like other “ethnic” foods that are now widely known in Western countries, it’s a tightly curated selection that’s not truly representative of a country’s offerings. Mexico’s tacos, Italy’s pizza and Korean fried chicken offer new, exciting flavours that are still familiar enough for most to enjoy.
Most Recognized and Often Ordered Foods at Korean Restaurants:
Korean BBQ (Table-top Grilled Meats)
BULGOGI / GALBI (Korean Marinated Beef / Ribs)
BIBIMBAP (Korean Mixed Rice)
KIMCHI JJIGAE (Kimchi Stew)
Korean Fried Chicken
The reason these dishes remain so popular is that they are deliciously friendly in the mouth. Restaurants serve KIMCHI JJIGAE rich and slightly sweet so it’s not overwhelmingly spicy. Korean fried chicken is served in an irresistible sweet sauce with just a hint of spice. Bulgogi and Galbi marinades are made with heavily sweetened soy sauce. Do you see where this is going?
Sugar may slowly be killing us (obesity, heart disease, Type 2 diabetes) but it sure does help bridge cultures through food. Do you know just how much sugar is in Americanized Pad Thai? A common ingredient in breakfast cereals, “low fat” foods, ketchup, pasta sauce, sports drinks; We love our sugar. By adding it to Korean foods (modern and traditional), it’s helped introduce a new taste profile. People all over the world are learning to love it! Eventually people may learn to like it less sweetened- Fingers crossed.
However, with more people becoming adventurous and posting their experiences online (check out Youtuber Korean Englishman), more authentic local fare are making their way to the forefront. It’s nice to see people knowing about and enjoying HAEJANGGUK (Hangover Soup), DOENJANG JJIGAE (Fermented Bean Soup) and YUKGAEJANG (Spicy Beef Soup) in addition to Kimchi Stew.
Don’t get me wrong, the sugar problem exists in Korea as well. Packaged products contain insane amounts of salt, sugars and preservatives- just like anywhere else. Young Korean people have gotten used to adding sugar to their kimchi recipes (it was not such common practice before). People have developed an expectation for all foods to be mouthwateringly tasty- a feat easily accomplished with added sugar and fats.
Korean food is delicious. Garlic, soy sauce, spicy pepper powder, fermented bean paste, sesame oil, kimchi. What’s not to love? There is something that excites every taste bud on different levels. But then I am Korean and grew up with these flavours. The real reason for its universal popularity is that these exotic dishes have a base ingredient that is familiar to most everyone everywhere, and that is sugar.
WHAT IS A POPULAR KOREAN FOOD?
BIBIMBAP: A versatile, filling dish. Loved by all eaters of food as it can be customized for meat-eaters and vegans alike. A bowl of rice with various cooked vegetable and/or meat toppings, mixed up in a GOCHUJANG sauce. Substitutions abound.
KOREAN BBQ: Grilling meat at the table and eating it piping hot as soon as it’s cooked is the big draw. Meats are thinly sliced so it cooks quickly and rice and BANCHAN (side dishes) make for a busy dinner conducive to lively conversation.
JJAJANGMYUN: A Korean/Chinese fusion dish that has become part of Korean culture. Thick, chewy noodles topped with a rich, sweet and savoury black bean paste. Very nostalgic food as most Koreans will have happy memories of eating it as children and broke students.
TTEOKBOKKI: Another childhood favourite. There are many street stalls outside schools (everywhere really) selling this snack food that can fill you up like a meal. Rice cakes smothered in a spicy/sweet sauce.
HOTTEOK: Korean street snack popular in the winter. A chewy pancake batter filled with sugar and cooked on a grill- to be eaten immediately.
KOREAN FRIED CHICKEN: Chicken is fried extra-crispy by deep frying 2 or 3 times. Can be enjoyed as is or with a spicy/sweet sauce. Addictive. Excellent with a cold brew.
These are the dishes I think most will recognize. These are also dishes I would recommend to a person curious about Korean food. Gateway foods to lure you into the K-food world with gentle care. Next thing you know, you’ll be making kimchi at home!
WHEN DID KOREAN BBQ BECOME POPULAR?
Korean BBQ restaurants opened in North America to cater to the growing Korean population immigrating in the 1970’s and 80’s. As time went on, Koreans would bring their local friends for a night out. But it wasn’t until the 2000’s that non-Koreans ventured and sought out the experience for themselves.
Read a New York Times review of a Korean BBQ restaurant 20 years ago.
Its popularity was inevitable. North Americans love to BBQ. Korean BBQ is the same concept but brings the grill right to the table. It was just the unfamiliarity- the table laden with small dishes of strange food, the lack of knowledge of how to proceed (Who cooks the meat? How do you cook it? How do you order meat at a Korean restaurant?) that prevented most from even attempting this novel experience.
Korean restaurants didn’t make it easy either. Menus were in limited English, waitstaff spoke limited English and service was non-existent. Fast forward a few decades though, and multi-cultural groups at Korean BBQ restaurants are no longer an uncommon sight. Second generation Koreans and non-Korean chefs have opened beautiful hipster restaurants that serve atmosphere as well as delicious grilled meats.
New York’s GUNBAE: Gorgeous, intimate Korean BBQ restaurant in swanky Murray Hill. Full bar and karaoke available.
Toronto’s DALDONGNAE: Fun, late-night eats. Decorated with retro Korean signage. Wide variety of meat options. Soju/Makkoli/Beer only.
Los Angeles’ Taekwon92: Themed after a Korean 70’s children’s TV show featuring a robot. All you can eat BBQ featuring 21-days dry-aged beef.
London’s GOGI: Chic all-black decor, exposed brick and open venting. Described as “clubby-cool”.
One point I would like to address is a regular complaint posted to reviews of Korean restaurants. It would be prudent to go to a Korean BBQ restaurant for the food and company of friends. Even restaurants in Korea are not in the business of fawning over customers (unless you dine at an upscale hotel or an exclusive, expensive restaurant). It’s really all about quick, efficient service. Don’t be disappointed about the service.
WHY IS KOREAN FOOD SO POPULAR IN THE PHILIPPINES?
The popularity of Korean dramas, beauty products and pop music in the Philippines have created a great demand for Korean food. It was reported that Korean restaurant numbers in the country increased by over 80% from 2014-2018 (Korean Food Promotion Institute-read the Wiki about it here). Admiring fans curious about the foods their favourite celebrities enjoy has fuelled the trend.
The Korean Cultural Centre has been active since 2010 in promoting Korean food in the Philippines. They offer regular cooking classes and hold an annual cooking contest inviting anyone with a love of Korean food to compete.
BTS MEMBERS’ FAVOURITE FOODS
(just for shits and giggles )
RapMonster : Spicy KAL-GUKSU (Knife-Cut Noodles)
Jimin : JOKBAL (Braised Pig Feet)
V : JAPCHAE (Glass Noodles Stir-Fry)
Jung-Guk : MUL-MANDOO (Korean Dumplings)
J-hop : BULGOGI (Soy Sauce Marinated Beef)
Sugaa : TTEOKBOKKI (Spicy Rice Cakes)
Jin : Hanwoo (Korean) Rib-Eye Beef