ONLINEKOREANEWS.COM

Category: K-FOOD

  • Starbucks Korea’s Dubai Dessert Sparks Massive “Open Run” Amid -12°C Cold

    On January 30, 2026, Starbucks Korea officially launched its new “Dubai Chewy Roll,” capitalizing on the massive viral popularity of Dubai-inspired desserts on social media.

    Despite temperatures in Seoul plunging to -12°C, hundreds of eager customers participated in an “open run” at major locations such as Gwanghwamun, with lines forming over an hour before the doors opened. This phenomenon highlights the intense consumer demand for “Dubai Chocolate” variations in the Korean market.

    However, the explosive demand quickly outpaced the available supply. Each store was reportedly allocated only 44 units, leading to a complete sell-out within just 23 minutes of opening, even with a strict purchase limit of two items per person.

    Starbucks Korea explained that the production is currently handled via Original Equipment Manufacturing (OEM) rather than internal lines. Furthermore, the company noted that mass production is currently hindered by the global shortage of key ingredients, such as Kataifi and pistachio paste, caused by the worldwide Dubai chocolate trend.

    While industry experts praised Starbucks for its rapid response to fast-moving consumer trends, the launch also faced significant criticism regarding supply management.

    Many customers who waited for long periods in the freezing cold were left empty-handed, sparking a debate over the ethics of viral marketing without adequate stock.

    [ONLINE-KOREA：A Letter from Korea]

    Would you have the courage to brave -12°C weather for a chance at one of just 44 items?

    While I’m always keeping up with viral products through the news, seeing people endure a biting cold of -12°C and wait in massive crowds just to buy something makes me realize once again—as a fellow Korean—that people here are incredibly trend-sensitive and eager to jump on the latest crazes.

    Yet, I can’t help but feel a bit heavy-hearted when I see so many customers forced to turn away empty-handed in such extreme weather. I understand that timing is everything in marketing, but I can’t help but wonder: couldn’t they have secured enough stock first to ensure satisfaction for a wider range of customers?

    This isn’t just about Starbucks. I’ve noticed that companies selling K-Pop idol merchandise are particularly prone to this kind of strategy.

    Of course, even at ONLINE-KOREA, there are times when we fall short of fulfilling 100% of our clients’ requests despite our best efforts. Still, looking at these big corporations and their “limited quantity marketing,” I have to ask—is this truly the best they can do?

  • Nongshim’s Shin Ramyun Becomes a K-Food Icon on ABC’s “Jimmy Kimmel Live!”

    Nongshim’s flagship product, Shin Ramyun, was featured on the popular ABC late-night talk show “Jimmy Kimmel Live!” on January 26, 2026, garnering significant attention across the United States.

    During the broadcast, regular cast member Guillermo Rodriguez appeared in a humorous comedy skit where he was depicted relieving daily fatigue with the “deliciously spicy taste” of Shin Ramyun. By naturally integrating the product into the narrative rather than using a traditional advertisement, the segment resonated with local viewers and highlighted the brand’s growing familiarity in the American market.

    Immediately following the broadcast, enthusiastic comments from local fans began flooding social media platforms like YouTube and TikTok. Many viewers expressed a sudden craving for the spicy noodles, while others specifically mentioned their interest in “Shin Ramyun Toomba”, a creamy fusion recipe that has recently become a viral sensation. This reaction underscores the product’s evolution from a niche ethnic food to a mainstream comfort meal enjoyed by a diverse audience of all ages.

    Industry experts view this prime-time exposure as a symbolic milestone, indicating that Shin Ramyun has deeply penetrated American pop culture. This success is the culmination of Nongshim’s aggressive local marketing efforts, which have included digital collaborations with the animated film K-Pop Demon Hunters, high-impact outdoor advertisements in New York’s Times Square, and various localized offline campaigns.

    A representative from Nongshim emphasized that Shin Ramyun has evolved to become a definitive icon of K-food in the United States. The company plans to further solidify its brand presence through various global content collaborations and specialized product launches in the future.

    [ONLINE-KOREA: A Letter from Korea]

    What do you use to eat your ramyun?

    Perhaps it’s because I’m Korean, but I don’t feel quite right unless I’m using chopsticks. Specifically, metal ones.✨

    Some say Korean metal chopsticks are heavier and flatter than those from other cultures, making them a bit difficult to handle. However, having used them since childhood, they feel the most natural to me. Only with these metal chopsticks do I truly feel like I’m enjoying a proper bowl of ramyun😓

    Lately, since my current set has grown old, I’ve been looking to buy a new pair. Rather than a mass-produced set from a supermarket, I’m searching for something crafted by an artisan🥢

    Don’t you think that eating with a pair of artisan-made chopsticks could turn even simple instant ramyun into an extraordinary meal?Once I find the perfect set that meets my standards, I’ll be the first to share it with you😁

    Experience the depth of Korean food culture, starting from your fingertips.🍜

  • 【Korean Food】K-Pop Star Karina Recommends the Ultimate K-Food Pairing: Delicious but Health-Conscious?

    Karina, a member of the global K-pop group aespa, has recently sparked a viral food trend by recommending the combination of Samgyeopsal (pork belly) and Ramen as her ultimate “soul food.”

    In a video featured on the YouTube channel “Editor Karina,” she compared Samgyeopsal to life’s essential memories, suggesting that a meal is only truly complete when finished with a steaming bowl of ramen. This high-energy combination is a deeply rooted part of Korean food culture and is now gaining massive interest among international fans looking to experience authentic local flavors.

    However, health experts have issued a cautionary note regarding this specific diet.

    The combination of high saturated fat from pork belly and the refined carbohydrates and sodium found in ramen can place a significant burden on the body. A single serving of Samgyeopsal contains at least 675 kcal, while one pack of ramen often approaches the World Health Organization’s (WHO) daily recommended sodium limit of 2,000 mg. Consuming such high-calorie and high-fat meals frequently can increase body fat and adversely affect vascular health, potentially leading to long-term conditions like heart disease or arteriosclerosis.

    To enjoy this beloved K-pop star’s favorite combination without compromising your health, experts suggest a few practical adjustments.

    When eating Samgyeopsal, it is essential to pair it with fiber-rich “ssam” (leafy vegetable wraps) to slow fat absorption and increase satiety. For the ramen, adding cabbage or onions can help with sodium excretion, and reducing the amount of soup powder is highly recommended. Additionally, choosing leaner cuts of meat and forming the habit of not drinking the salty ramen broth are effective ways to stay healthy while still enjoying the rich flavors of Korean soul food.

  • [Korean News] Is the “Dujjonku” Bubble Bursting? Rising Consumer Fatigue Amidst Ethics Concerns

    The viral “Dubai Chewy Cookie” (Dujjonku) phenomenon in South Korea has reached a bizarre turning point as non-food businesses, including specialized bedding shops, have begun using the treat to lure customers.

    Recent online reports featured a blanket shop advertising the cookies to entice visitors inside, following similar tactics used by sushi and eel restaurants. This trend of using a high-demand dessert as a “bait product” has sparked a heated debate regarding unethical marketing practices across unrelated industries, with critics questioning the integrity of businesses that exploit viral trends to boost foot traffic.

    Beyond marketing ethics, the trend has raised significant legal and hygiene concerns.

    Netizens have pointed out potential violations of the Food Sanitation Act, questioning whether these establishments hold the necessary licenses for food distribution. Fears regarding the lack of proper hygiene management in non-food environments, such as textile or specialized service shops, are also mounting. Critics compare the current frenzy to the past “Honey Butter Chip” era, where popular snacks were bundled with unrelated goods to force sales, highlighting the recurring negative side effects of hyper-viral consumer trends in the Korean market.

    While the demand remains high, some observers suggest the craze may have reached its peak.

    Comparisons are being drawn to the once-ubiquitous “Tanghulu” trend, which saw a rapid decline after its initial surge due to overexposure and changing consumer tastes. As businesses increasingly use the cookie as a “click-bait” item on delivery apps to boost visibility, public fatigue over the commercial exploitation of the trend is becoming more apparent. This shift suggests that without a sustainable supply chain and ethical standards, the “Dujjonku” fever may soon follow the path of its short-lived predecessors.

  • BBC Highlights South Korea’s “Dujjonku” Craze and Real -Time Tracking Maps

    The BBC has recently highlighted South Korea’s massive obsession with “Dubai Chewy Cookies,” locally known as Dujjonku.

    In a report titled “A Dubai chocolate-inspired dessert has taken S Korea by storm,” the outlet noted that the fervor has reached such heights that fans have created real-time tracking maps to monitor stock levels at local bakeries.

    Interestingly, despite its name as a cookie, the BBC described the texture as being remarkably similar to tteok, a traditional Korean rice cake, rather than a standard crumbly biscuit.

    This viral craze was sparked last September after Jang Won-young, a prominent member of the K-pop group IVE, shared a photo of the dessert on her Instagram. Since that moment, the market has exploded, with hundreds of cookies frequently selling out within minutes of being stocked.

    Currently, these sought-after treats are priced between 5,000 and 10,000 KRW, but continued high demand is expected to drive prices even higher. This surge has not only affected the final product but has also caused the cost of necessary raw ingredients to skyrocket across the country.

    However, the rapid growth of the “Dujjonku” market has not been without its challenges. The BBC noted the emergence of numerous “counterfeit” versions, which has resulted in a wave of complaints from dissatisfied customers on online review platforms.

    These growing pains are viewed as a natural byproduct of a hyper-viral market where consumer demand continues to far outpace a reliable and high-quality supply.

    As the trend continues into 2026, the focus is now shifting toward whether the craze can maintain its quality amidst its overwhelming popularity.

  • Nongshim’s Shin Ramyun Campaign with aespa Sets New Viewership Record

    Nongshim’s advertisement featuring Shin Ramyun global ambassador aespa is recording remarkable view counts across social media platforms.

    According to Nongshim, the ad has surpassed 130 million cumulative views on YouTube, achieving the milestone just one month after its release—the highest performance in the history of Shin Ramyun advertising.

    The campaign has drawn attention for breaking away from conventional ramen advertising formats and adopting a music-video-style approach that maximizes aespa’s appeal. The background track is a remake by aespa of “Spice Up Your Life,” originally released in 1997 by the iconic British pop group Spice Girls.

    The ad also sparked buzz with the “Shin Ramyun Dance,” a playful choreography that cleverly incorporates actions such as opening the ramen package and pouring in water. The YouTube comment section features more than 1,000 posts, with viewers praising the “addictive melody and choreography,” the “fresh music-video-style structure,” the “album-level production quality,” and calling it “a revolutionary example of ramen advertising.”

    Alongside the campaign, Nongshim has been rolling out the “Shin Ramyun aespa Special Package” since November in Korea, Australia, and other markets. Multi-packs feature group images of aespa, while individual packs showcase member-specific designs. Each package includes a photo card containing the members’ pictures and handwritten messages.

    A Nongshim official said the 100-million-view milestone demonstrates that Shin Ramyun has established itself as a cultural icon beyond food in the global market, adding that the company will continue working with aespa to further strengthen Shin Ramyun’s image as a leading K-food brand worldwide.

  • Koreans’ Favorite Snacks: Saewookkang Leads the Market

    In the first half of this year, the most widely consumed snack among Koreans was Shrimp Crackers, known locally as Saewookkang, which is often said to have been inspired by the Japanese snack Kappa Ebisen.

    According to data released on the 10th by the Food Industry Statistics Information Service, Saewookkang recorded retail sales of 57.8 billion won in the first half of the year, ranking first for the second consecutive year. It topped the overall rankings across all snack categories, including chips, chocolate, and biscuits.

    Second place went to Orion’s Pocachip, a leading potato snack brand, which posted sales of 54.4 billion won. Its revenue increased by 8.1 percent year-on-year, marking the highest growth rate among products in the top 10.

    Other top-ranking snacks included Orion Choco Pie at 47.8 billion won, Lotte Wellfood Pepero at 42.6 billion won, Nongshim Kellogg’s Pringles at 41.8 billion won, Lotte Wellfood Kkokkalcorn at 41.2 billion won, Haitai Confectionery’s Home Run Ball at 39.6 billion won, Ferrero Rocher at 36.5 billion won, Lotte Wellfood Ghana at 33.8 billion won, and Orion Squid Peanut at 31.5 billion won.

    Home Run Ball was the only biscuit product to enter the top 10, recording 39.6 billion won in sales during the first half. Known as a classic baseball stadium snack, the product is on track to reach cumulative sales of 2 trillion won this year.

  • New ‘Three Ribbon’ Restaurants in Seoul Unveiled by Blue Ribbon 2026

    The Blue Ribbon Survey, Korea’s first domestic restaurant guide, has unveiled its “Seoul’s Best Restaurants 2026,” naming six new “Three Ribbon” establishments.

    Among the honorees are modern kaiseki “Kagen,” Chef Ahn Seongjae’s “Mosu Seoul,” sushi specialty “Sosuhon,” modern Korean “Soul Dining,” high-end sushi “Hane,” and Chinese master Chef Hu Deokjook’s “Hobin.”

    This year’s rankings, determined by over 70,000 readers, now feature 43 three-ribbon restaurants, an increase of two from last year. The prestigious culinary spots in Seoul, known for their trustworthiness, maintained high ratings.

    Restaurants across various genres, including Kwonsuksoo, Muoki, Mingles, Jeong Sik Dang, and Alla Prima, once again secured places at the top of the list, demonstrating strong competitiveness in French, kaiseki, new Korean, sushi, and Chinese cuisines.

    Despite the diversity of genres, the shared standard of “highly refined dishes and stable operations” stood out in this year’s selection.

    Additionally, 10 newly recognized restaurants, including New Korean “Giwakgang” and “Mukjeong Seoul,” steakhouse “Smith & Wollensky,” dessert shop “Patisserie Mieu,” and modern Japanese “Hakushi,” reflect the changing dynamics of the food industry.

    The 2026 edition includes 1,560 restaurants in total, with a slight reduction in the overall list, but a stronger emphasis on top-ranked spots, showcasing the evolving food map of Seoul.

  • Kimchi Probiotics Proven Effective for Joint Health

    The World Institute of Kimchi has transferred its joint-health improvement technology, developed using kimchi-derived probiotics, to ACE Biome, accelerating the development of functional bio-health materials.

    As aging accelerates and high-intensity exercise becomes more common, demand for joint-care solutions is rapidly increasing. This has positioned kimchi-based probiotic ingredients as a high-growth sector in the next-generation functional food market.

    The technology is based on experimental findings showing that Lactobacillus plantarum WiKim0175, isolated from kimchi, suppresses inflammatory responses and alleviates cartilage cell damage. Along with the technology transfer, the institute signed an MOU with ACE Biome for joint research, academic cooperation, and technical consulting, establishing a framework for commercialization. The achievement is regarded as a promising scientific step toward slowing the progression of arthritis.

    Both organizations plan to pursue step-by-step commercialization, including product development, functionality evaluation, human clinical trials, and official health functional food certification. Human trials, in particular, are essential for ingredient approval, and scientifically verified results are expected to lead to highly reliable joint-health products entering the market.

  • Nongshim Partners with aespa for Global Shin Ramyeon Campaign

    Nongshim has appointed aespa as the first global ambassador for Shin Ramyeon.
    With this collaboration with a leading global K-pop group, the company aims to promote its global slogan “Spicy Happiness In Noodles” worldwide.

    Nongshim explained that aespa’s image, known for transmitting energy through music, aligns perfectly with the Shin Ramyeon brand values. They also pointed out that aespa has naturally referenced Nongshim products since 2021, which positively influenced the decision.

    The first global Shin Ramyeon advertisement was produced in a music video style, breaking away from the usual format.
    The ad visualizes the unique spicy joy of Shin Ramyeon through aespa’s performance and vocals, showing consumers around the world enjoying the noodles with happiness. The ad’s ‘Shin Ramyeon dance’ adds fun by reinterpreting actions such as opening the ramen package, pouring water, and preparing chopsticks as part of the choreography.

    This advertisement will be digitally distributed mainly in key export markets such as the United States, China, Japan, Europe, and Southeast Asia.