Jimin, a member of the globally famous K-pop group BTS, is making waves in Korean food. His influence is evident as more people around the globe are becoming interested in Korean cuisine. Recently, American rapper Cardi B joined the “Buldak Challenge,” a spicy noodle eating challenge, which gained widespread attention thanks to Jimin’s endorsement.
Cardi B has previously expressed her fondness for Jimin among the BTS members, and her participation in the challenge further fueled discussions among fans, highlighting Jimin’s impact on promoting Korean food culture.
The “Buldak Challenge” has become a phenomenon, leading to increased popularity of Samyang’s Buldak Ramen, one of the most well-known Korean ramen brands overseas. Samyang Foods, the manufacturer of Buldak Ramen, experienced a significant surge in sales, with their revenue skyrocketing from 141.9 billion won in 2016 to over 1 trillion won last year, largely due to the global interest generated by the challenge.
This remarkable growth also translated into a substantial increase in the company’s stock price, rising by 70% despite a modest 19% increase in the KOSPI index.
From BTS to Bites: Jimin’s Flavorful Impact on the Global Culinary Stage
Jimin’s role in popularizing Korean food extends beyond just the “Buldak Challenge.” His status as a cultural icon has contributed to the broader Hallyu wave, which encompasses the global spread of Korean culture, including music, dramas, and cuisine. As BTS continues to gain international acclaim, Jimin’s influence on promoting Korean food is expected to endure and even expand in the future.
Major domestic and international media outlets have consistently evaluated that Jimin is responsible for K-ramen’s entry in its second heyday“. Kim Jung-soo, Vice Chairman of Samyang Foods, expressed her gratitude through a broadcast program, saying, thanks to Jimin for enjoying Buldak Ramen and that they are enjoying a significant advertising effect.
Samyang Foods and Jimin: Love at First Bite
Furthermore, a representative of Samyang Foods, which participated as the main sponsor of BTS’s concerts in the United States, attributed Jimin as a key factor in the popularity of Buldak Ramen in the United States, stating “Thanks to Jimin, we built a new factory in Miryang“, demonstrating Jimin’s tremendous influence.
Jimin, the first and only Korean soloist to top both the Billboard Hot 100 and Artist 100 charts simultaneously, has not only reached the pinnacle of the music world but also become a global icon, with everything he eats and drinks, including tteokbokki, dumplings, coffee and Citrus Tea, becoming a global issue and being mentioned in economic magazines like Bloomberg.
