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What you'll get from this article:
Discover the K-wave; a new appreciation for the culture and food of Korea
Some ideas on how to profit from this new trend
Hear from Partners about their experience
The rise and rise of Korean food
It’s been happening for a while and now it’s really picking up speed. Restaurants and retailers have been quick to capitalise on the growing ‘K-Wave’; a surge of interest in all things Korean.
Just Eat research reveals that nearly half of Brits regularly buy Korean inspired food, products and services. In 2024 East Asian food orders were up 23% on the previous year, and the number of Korean restaurants partnering with Just Eat has also increased 76% since 2024.
The Just Eat Food Trends Report found that 49% of consumers admit to eating what they see online. And right now the online world is a world of K-everything.
The ‘K-Wave’ also represents an untapped market, with almost half of people in our survey expressing a desire for more Korean food options in their local area, and the same number expressing a strong interest in learning more about the culture.
This gives restaurants and other food outlets plenty of room to innovate. Korean staples like kimchi and fried chicken are already well-established, but other traditional dishes – such as bibimbap, bulgogi and japchae, remain virtually unknown.
So why not tap into trends like the K-wave by creating your own versions of Korean dishes, and promoting them on social media platforms. Fans are convinced that Korean cuisine could become as mainstream and accessible as Chinese or Italian food.
Kokodoo, a Korean Fried Chicken chain, says the popularity of the culture has helped business to boom, opening new branches despite the challenging economic environment. One franchise owner, Nuruallah Nasim, said: "We’ve seen a 300% increase in sales at Kokadoo Camberwell since opening, and this buzz around Korean culture has definitely helped to fuel our growth.”
Longdan, a chain of Asian supermarkets, has also seen a huge rise in appetite for Korean ingredients. Pema Penjor, Marketing Lead at Longdan, said: “From trending TikTok favourites like the Samyang Carbonara noodles, to staple items like kimchi and tteobokki, demand for Korean products has tripled in the last year."
About the research
The research is based on polling of adults in the UK undertaken by OnePoll in November 2024. The OnePoll survey covered 2,000 adults residing across all 12 UK regions.
