The U.S. NBC broadcast reported in an article titled “The Invasion of Tteokbokki: The Next Menu America is Craving is Korea’s Ultimate Nostalgic Food” on March 3rd, saying that there is a rapid increase in demand for Korean street food in the United States.

Tteokbokki is gaining popularity in the United States as the US citizens are currently more easily accessible to the Korean popular culture. The article introduced, “BTS singer Jimin helped make it a trending item on social media when he was spotted eating it at a Seoul food market.” It also explained that tteokbokki is a favorite food of the Asian character “Jiyoung” in the American children’s TV show Sesame Street.

Tteokbokki, with its unique chewy and slightly soft texture, was a food that was initially overlooked by Americans due to its unfamiliarity. However, as Korean culture, including movies and music, has gained popularity in the United States, there has been a growing interest and willingness among Americans to explore Korean cuisine. Recently, domestic broadcasting companies reported that tteokbokki restaurants in Korean neighborhoods in the United States have become hotspots, with Americans lining up and waiting for their turn. Taking advantage of the popularity of tteokbokki, well-known domestic tteokbokki companies such as Yeopgi Tteokbokki and Jaws Tteokbokki are expanding their businesses in the United States. The tteokbokki trend in the United States has not been limited to offline stores but has been evident online.

NBC reported that “Ofood,” a global brand producing Korean food products, started selling tteokbokki meal kits through online distribution channels such as Amazon and Walmart in October 2021. They stated that the sales increased by 450% last year.

Before the tteokbokki trend, Korean cuisine in the United States gained attention with the introduction of “jjapaguri,” a combination of the instant noodles “jjapaghetti” and “neoguri,” featured in the movie Parasite. Additionally, BTS member Jungkook cooked and shared “bulgogi” and “bulmayo deulgireum (perilla oil) makguksu” during a live broadcast, interacting with fans and spreading Korean food to children around the world, even sharing the recipes.

In particular, Jungkook has transformed traditional Korean dishes with his own recipes, creating unique flavors and showcasing the diverse ways Koreans enjoy and modify their food. This trend has even extended to adopting Korean dining culture. In the United States, Korean cuisine is naturally embraced as something “hip and worth trying,” influenced by popular figures. According to an article by Forbes reported in April, at the Coachella festival, many people sang and danced along to BLACKPINK’s music for two hours, and after the concert, seeking Korean food became part of the culture.