Tourists discover Korea's deeper culinary attractions
 

Once drawn largely to iconic dishes like kimchi, bulgogi and bibimbap, international tourists are now embracing faster fare like steaming bowls of instant noodles, rolls of gimbap and an expanding array of convenience-store snacks to reflect a growing fascination with Korea’s everyday food culture, according to government data released Monday.

The Korea Tourism Organization (KTO) said its analysis of foreign credit card transactions from 2018 through July this year showed steady growth in spending on what Koreans regard as “everyday” food items.

Experts say the surge in demand reflects Korea’s accessible yet adventurous dining landscape, with fine dining and comfort food both thriving. The global rise of Korean cultural content has further amplified the reach of "K-food," with cooking scenes in dramas, celebrity snack endorsements and viral mukbang livestreams all fueling Korea’s expanding culinary influence.

With a 35 percent jump, ice cream topped the list in terms of annual growth in credit card spending, followed by convenience store meals at 34 percent and waffles and croffles (a cross between a croissant and a waffle) at 25.5 percent.

Purchases of rice cakes and traditional sweets increased 76.9 percent year-on-year in July, while noodles and dumplings rose 55.2 percent and pork bone soup 44 percent.

From January to July, cafes saw the highest number of foreign transactions with 8.9 million credit card transactions recorded, followed by bakeries with 3 million and hamburger restaurants with 2.3 million.

Notably, six of the 10 most popular burger brands among international visitors were domestic chains — a sign that Korean franchises are increasingly shaping global perceptions of the country’s casual dining scene.

“Trends now spread globally in real time, turning even routine Korean meals into meaningful cultural exchanges,” said Lee Mi-sook, head of the KTO’s tourism data strategy team. “We will continue to reflect these patterns in policy and marketing to show how Korean daily life enriches visitor experiences.”

Government and industry initiatives have amplified these trends.

Under the “Taste Your Korea” project launched in 2024, the Ministry of Culture, Sports and Tourism and the KTO designated 33 regional culinary landmarks, including Jeonju bibimbap , Jeju seafood and Chuncheon dakgalbi (spicy stir-fried chicken), linking regional dishes, seasonal ingredients and traditional alcoholic beverages with cultural performances, local tours and festivals.

Source: https://www.koreatimes.co.kr/lifestyle/travel-food/20251021/tourists-discover-koreas-deeper-culinary-attractions

Comprehension

What kinds of Korean food are international tourists increasingly interested in, according to the article?
Which organization conducted the analysis of foreign credit card transactions?
During what period were the foreign spending data collected?
Which food item showed the highest growth in spending, and by how much?
What was the percentage increase in purchases of rice cakes and traditional sweets in July?
Which types of establishments recorded the highest number of foreign transactions?
How many of the ten most popular burger brands among international visitors were domestic Korean chains?
What is the purpose of the “Taste Your Korea” project launched in 2024?

Discussion

Why do you think foreign visitors are becoming more interested in Korea’s everyday foods rather than just its traditional dishes?
How do you think Korean dramas and social media have influenced global interest in Korean food?
In your opinion, what makes Korean convenience store foods appealing to tourists?
Do you think eating local food is an important part of understanding a country’s culture? Why or why not?
How do you define the term “everyday food”? Can you give examples from your own country?
What role do you think government projects like “Taste Your Korea” play in promoting tourism?
How can local food businesses benefit from the rising popularity of K-food?
Do you think this trend of everyday food tourism will continue to grow in the future? Why?
How does Korea’s food culture compare to other countries’ food cultures you know of?
If you could visit Korea, which everyday Korean food would you like to try first, and why?

Vocabulary

Embrace – to accept or support something eagerly or willingly.
Culinary – related to cooking or food.
Accessible – easy to approach, reach, or enjoy.
Franchise – a business that operates under the name and system of an existing company.
Amplify – to increase the strength or impact of something.
Landmark – a significant or important place or event.
Influence – the power to affect how people think or act.
Cultural exchange – the sharing of ideas, traditions, and customs between different cultures.