The Rise of Korean Cuisine: A Culinary Phenomenon Taking France by Storm

The popularity of Korean cuisine, often referred to as "K-food," has surged in France, especially among young adults. The trend has been fueled by the influence of Korean television series (notably Squid Game) and K-pop, where scenes featuring characters enjoying meals have piqued interest in Korean dishes. The growth is evident in cities across the country, with Korean restaurants and grocery stores popping up at a rapid pace.

The Korean Wave: Food as a Cultural Ambassador

Korean dramas, music videos, and films often include scenes centered around food, and product placement is embraced rather than avoided. This exposure has played a crucial role in popularizing Korean dishes. If something gains traction on TikTok or is connected to the K-pop community, it quickly captures the attention of young French consumers.

This phenomenon is distinct from the earlier waves of interest in Japanese or Chinese cuisine, which were primarily driven by immigrant communities. In contrast, the "K-food" wave has spread primarily through the restaurant scene and now extends to grocery stores, home kitchens, and even microwaves.

Over the past few years, the number of Korean eateries in Paris and the ?le-de-France region has doubled, with around 250 Korean restaurants and grocery stores now operating in Paris alone, and more than 80 in other regions across France.

A Booming Market with High Growth Potential

In 2023, Korean food exports to France reached €80 million and are expected to grow by 11.4% this year. The market has quadrupled over the past decade, demonstrating its strong growth potential.

What Makes Korean Cuisine Unique?

The hallmarks of Korean cuisine include spicy flavors and street food, featuring dishes that are quick to prepare and often eaten with the hands. These traits align with the busy lifestyles of young Koreans, who work long hours and prefer convenient meals over time-consuming cooking. This fits well with Europe’s growing culture of snacking, though Koreans consider their cuisine to be healthier than American fast food.

The popularity of Korean food is also evident at events like SIAL (Salon International de l'Alimentation), where Korean cuisine has a prominent presence, underscoring its rapid growth. The representative at the Korea stand, who spoke perfect French, provided valuable insights into this culinary wave.

Must-Try Korean Dishes and Products

1. Topokki

Following the popularity of ramen, rice noodles known as topokki are now in the spotlight. This dish appears in the first episode of Squid Game, where the protagonist shares a meal with his daughter. Typically prepared with spicy kimchi-based sauces, miso paste, or chili pepper sauces, topokki offers a unique blend of chewy texture and heat. The fermented nature of kimchi, a staple in Korean cuisine, is also well-regarded for its health benefits. These rice cakes are often sold in convenient "pot noodle" formats, making them easy to prepare by simply adding hot water.

2. Korean Fried Chicken

Crispy and flavorful, Korean fried chicken has become a popular choice for those seeking a tasty and shareable meal.

3. Seaweed (Gim)

Once mainly used as a topping for rice, seaweed is now found in snackable chip form, appealing to a wider audience.

4. Gochujang (Chili Paste)

A staple in Korean cooking, gochujang adds a deep, warming heat to dishes, differing from the fiery sensation of Mexican peppers.

5. Hotpots, Oyster Soups, and Gyoza

These represent some of the finest Korean street food offerings, showcasing the variety and depth of Korean culinary traditions.

6. Ginseng-Based Drinks

From tea to strong liquors, ginseng beverages are popular among older Koreans for their health benefits and energy-boosting properties, making them an ideal gift.

7. Unexpected Textures and Cute Packaging

Koreans love unusual textures in their snacks, from jellies and chewy candies to marshmallow-like treats that resist melting during Korea's hot and humid summers. These products often come in charming shapes like hearts, emojis, and tiny animal characters, reminiscent of Hello Kitty.

The Potential for Innovation

The rise of Korean cuisine in France presents numerous opportunities for further growth and innovation:

- Localized Packaging: Translating packaging into the local language can help products gain acceptance more quickly (as seen with brands like Kelly Loves).

- Fast Food Distribution Networks: Expanding through food trucks and other street food channels could help make Korean cuisine even more accessible.

- Leveraging TV and Social Media: Using product placement in popular series and social media campaigns can be a powerful way to launch new products.

- "Cute" Branding and Graphics: Embracing the playful and endearing aesthetic associated with Korean culture can enhance the appeal of products.

- Recipe Adaptation: Tweaking some recipes to include ingredients familiar to local tastes could broaden the market further.

With these strategies, Korean cuisine is not just a passing trend but a cultural and culinary movement that continues to gain momentum in France and in Europe. As the market expands, it offers a fresh and dynamic approach to eating that resonates with the tastes and lifestyles of a new generation.