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K-Food Tteokbokki(떡볶이) Taste 'Occupying' in USA
🌶🌶🌶 "Korean street food is so popular rapidly" 🌶🌶🌶
NBC "BTS Eating Show also contributes to the trend...
Online sales soar and restaurants increase."
A leading local media assessment showed on the 8th (local time) that tteokbokki(떡볶이), which Koreans enjoy regardless of age or gender, has begun to captivate Americans' tastes.
Analysts say that even the "food Korean Wave" is spreading to people around the world thanks to the K-pop craze represented by the group BTS (BTS).
On the 3rd, NBC reported in a report titled "Tteokbokki's Occupation: The next menu that the U.S. indulges in is Korea's ultimate 'comfort food'," saying, "
Demand for Korean street food is soaring in the U.S."NBC introduced, "Catch any Korean and ask what's your favorite 'street food'," adding, "Maybe the first is tteokbokki with sticky red pepper paste sauce on a pillow-like rice cake."
"Now, this dish is gaining popularity in the U.S. with access to Korean pop culture," he said. "Tteokbokki has emerged as a new trend in the wake of the spread of the scene of BTS eating tteokbokki in a market in Seoul on social media.
He also explained that "Ji-young," an Asian character in the U.S. children's TV program "Sesame Street," is his favorite food.
In fact, O-Food, a global company that produces Korean food, began selling pre-packaged instant tteokbokki through online distribution channels in the U.S. such as Amazon and Wal-Mart in October 2021, with related sales increasing by 450% over the past year.
Justin Park, CEO of O Food, said in an NBC interview, "Originally, the best-selling product was red pepper paste, but the tteokbokki product line rose to second place," adding that he once alternately ranked first and second in Amazon-related corners.
Even among the second-generation Koreans living in the U.S., tteokbokki is always a "comfort food" that stimulates emotions, NBC pointed out.
Joan Lee Molinaro, who posts Korean food-related content on Instagram, said, "When I went to Korea in the summer when I was 9-10 years old, my cousins took me to the store next door, but I remember crying because it was so spicy."
"This is like a rite of passage for many Korean-Americans," he said. "As the popularity of tteokbokki exploded, I will print out the recipes that people posted on my blog and take them to the grocery store and say, 'I want to cook this.'
"NBC said it has been a long time since Korean food began to appeal to Westerners, adding that actor Gwyneth Peltro likes bibimbap, and people line up to eat Korean barbecue dishes in downtown areas.
In particular, the Korean contents of the movie "Parasite(기생충)" and Netflix have received explosive responses, and interest in Korean food has grown even more.
Chef Kim Hoon-yi (Hooni Kim), who received the Michelin Star award for the first time in the U.S., explained, "Korean culture such as K-pop, Korean dramas and movies is considered cool as it is popular," adding, "If you love BTS and parasite, it will be easy to access Korean food.
"NBC also introduced the origin of tteokbokki in detail.
Tteokbokki, which used to be served as a royal delicacy, was introduced in the 19th century's cooking encyclopedia Siuijeonseo, which was originally cooked with sweet soy sauce and beef, but now it has evolved into a spicy food with boiled eggs and fish cakes.
In New York, the U.S., "Witch Tteokbokki" opened its second store earlier this year, and Korea's Yeopgi Tteokbokki also recently entered the U.S., NBC added.
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https://n.news.naver.com/article/016/0002114000?cds=news_media_pc
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