The Korean wave, also known as Hallyu, is the global phenomenon around Korean culture that’s been on the rise since the start of the 21st century. Particularly in the food segment, consumers across the globe are becoming increasingly drawn to Korean restaurant concepts.
According to data from The Food Institute, interest in Korean cuisine spiked nearly 90% in the 12 months leading up to January 2022 and the upward trajectory of Korean restaurant concepts is expected to continue in the foreseeable future. With the added element of pop culture influence, the demand for Korean products in general will also likely increase. Based on recent data indicating that Korean culture, with an emphasis on cuisine, is continuing to spark appeal on an international scale, Korean flavors are especially worth keeping an eye on.
Given this data, restaurants are taking note of the widespread popularity among consumers and integrating Korean-inspired items to its menus. Other restaurants have tailored the entirety of its menus to Korean cuisine, creating products that hone in on Korean culture in an effort to drive increased customer appeal. For Bonchon, a 400-plus unit Korean fried chicken concept, its mission is to “spread the joy of Korean comfort food around the world.” This mission is backed by the brand’s well known menu items including bibimbap, japchae and most famously, its crispy Korean fried chicken. The brand maintains its focus on bringing the Korean wave to new markets and introducing communities to the culinary experience of Korean food.
Korean cuisine is also spreading its influence to the western world through the diversity of spices offered. As spicy dishes continue trending across social media platforms, westerners are increasingly interested in Korean cuisine because of the spice elements incorporated in many of the traditional dishes. Bonchon, for example, is taking this into account along with other relevant trends. Adjusting menu options is a key aspect when it comes to satisfying customers. Bonchon incorporates both spicy and non-spicy fried chicken options, creating innovative menu items to stay up-to-date on consumer trends, and tailoring menus accordingly depending on its most frequent customers.
As restaurants like Bonchon continue to implement new strategies to attract consumers, along with the rise of the Korean wave, Korean cuisine is bound to drive continued popularity in the coming years.
For more on franchising with Bonchon, visit franchising.bonchon.com.
This post is sponsored by BonChon