Why Korean Cuisine Is Everywhere — And What’s Coming Next

Welcome to this week's GRATE!

Korean cuisine isn’t just “having a moment” anymore — it’s firmly in the mainstream, and the conversation at Food Matters Live last week made that crystal clear. During our panel with leading development chefs Derek Conlan (Kepak), Stephen Humphries (Vacherin), Ruairi Boyce (Aramark Ireland), Audrey Crone (Unilever) and Michael Kilkie (Enough), there was unanimous agreement: Korean is no longer niche. It’s now a core part of the modern flavour landscape.

Market research backs this up. Mintel has already named spicy Korean rice cakes (Topokki) as a key trend for this year, and UK consumers say Korean is the number one world cuisine they want to explore further. And we’re well past the early visibility stage — Korean corn dogs, fried chicken, bulgogi bowls, kimchi everything and gochujang in every retailer have become familiar. Major launches are cementing this shift too, with brands like Sun Hee landing 20 new SKUs in Tesco ranging from sauces to meal kits.

But what’s most interesting now is the second wave — how Korean flavours, formats and cultural cues are evolving, innovating and showing up in unexpected places. This next chapter is where things get exciting: cross-category plays, pop culture collaborations, plant-based concepts, customisable spice experiences, and even automotive brands stepping into Korean food culture.

Below are five innovations that capture how deeply Korean cuisine is embedding itself into mainstream food and drink — and where it’s heading next.

If you’re developing Korean-inspired products, seeing traction in your category, or experimenting with bold new formats, drop me a note — I’d love to hear what’s working in your world. 

As always, enjoy the read

Annie x

HYUNDAI'S "BACKSEAT BITES" - THE UK'S FIRST RESTAURANT INSIDE A CAR

Hyundai’s Backseat Bites is a brilliantly unexpected fusion of automotive and food culture — transforming the new Tucson into a dining destination serving Korean dishes. It’s playful, ultra-shareable content, but also a smart way to spotlight Korea’s culinary identity through a mainstream lifestyle brand. As Korean culture continues to spill into fashion, entertainment and tech, food becomes a powerful bridge. This activation shows how Korean cuisine is now culturally influential enough to anchor an experiential campaign outside the food sector entirely — a signal of just how embedded it has become.

OGAM KOREAN BBQ SAUCE - ARTISAN KOREAN FLAVOUR CRAFTED IN IRELAND

Ogam is a small, artisan brand founded by Jay Choi, a Korean entrepreneur who moved to Ireland and spotted a clear gap: authentic Korean flavours were growing in interest, but truly high-quality, restaurant-style sauces were hard to find. Her passion for sharing the flavours she grew up with led to the creation of Ogam, now a two-product range designed to make real Korean cooking accessible at home. The Korean BBQ sauce in particular hits the sweet spot — rich, savoury and versatile enough for marinating, grilling or dipping. It shows how Korean cuisine is evolving locally too, with founder-led brands helping Irish consumers embrace bold flavours in a simple, everyday way.

GUKAPANG - PLANT-BASED TAKE ON KOREA'S NEXT-WAVE DESSERT CULTURE

Gukapang brings a beloved modern Korean dessert format into the plant-based frozen space. Traditionally, Gukapang layers sweet red bean paste with a whole piece of chewy mochi inside a crisp wafer cookie shell — a fun, textural treat that sits somewhere between an ice cream sandwich and a street-food snack. At Anuga 2025, Lotte Wellfood showcased Gukapang, a 100% plant-based frozen dessert sandwich inspired by traditional Korean street food. By creating a dairy-free version, the brand taps into consumers’ growing appetite for global dessert formats while giving the plant-based category a much-needed dose of indulgence and novelty.

NONGSHIM'S NEW KIMCHI-FLAVOURED SHIN RAMYUNI

Nongshim is already a global powerhouse, but its launch of a kimchi-flavoured Shin Ramyun — hot on the heels of a Netflix collaboration — shows how Korean flavour profiles are now mass-market plays. The timing aligns with rising demand for bold, spicy, fermented and “comfort-but-exciting” products. Pop-culture partnerships like the K-Pop: Demon Hunters collab also demonstrate how Korean entertainment is feeding directly into FMCG innovation cycles. This is Korea going mainstream in the strongest way: where global icons like Shin Ramyun keep expanding their universe with culturally rooted twists.

UNILEVER'S NAMDONG - CUSTOMISABLE KOREAN-INSPIRED NOODLE HEAT

Namdong is a standout example of how major global players are formalising Korean flavour demand. Inspired by classic Korean Jjigae stews, the brand gives consumers full control over spice levels through a separate heat sachet — a direct response to “choose your heat” culture emerging from Korean dining. With three variants (Beef, Chicken and vegan Kimchi), it hits multiple growth territories: personalisation, global comfort food, spice exploration and plant-based inclusivity. Seeing Unilever enter the category with a dedicated Korean-inspired brand signals that Korean is no longer a trend — it’s an established growth platform.