BRITS SHOW APPETITE FOR KOREAN CUISINE AS SQUID GAME SEASON TWO SET TO PREMIERE
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Netflix’s iconic Korean survival drama, Squid Game, hit our screen just over two years ago. Now, the second season of the streaming platforms most watched show of all time is due to be released on Wednesday 22nd November.
The popular TV show preceded the news that in 2021, 26 Korean words would be added to the Oxford English Dictionary as Korean popular culture continues to dominate our screens, music and tastes!
Now research by meal box delivery service HelloFresh reveals growing popularity of Korean food over the past two years
Since September 2021, Brits have been searching in droves for iconic South Korean dishes. Searches for ‘Korean rice’ have increased by 1,000% while queries for ‘Beachu-kimchi’ have soared by nearly 2,000%.
Research also shows that select Korean delicacies are seeing an increase in popularity across the UK year on year since the show launched:
- Kimbap – seaweed rice rolls have increased by 23% YoY
- Bulgogi – thin marinated slices of meat have increased by 22% YoY
- Japchae – stir fried glass noodles have increased by 22% YoY
- Kimchi – salted and fermented vegetables have increased by 22% YoY
Inspired by the demand for Korean dishes and to celebrate the launch of Squid Game season two, HelloFresh have revealed some of the UK’s most popular Korean foods according to online searches.
Brits Top Korean Food Searches
| Term | Average Monthly Searches |
|---|---|
| Kimchi | 74,000 |
| Korean BBQ | 40,500 |
| Bibimbap | 27,100 |
| Tteokbokki | 22,200 |
| Bulgogi | 12,100 |
| Kimbap | 5,400 |
| Japchae | 4,400 |
| Korean rice cake | 2,900 |
| Jjajangmyeon | 1,600 |
| Dalgona | 1,300 |
| Samgyeopsal | 880 |
| Korean fried rice | 590 |
| Korean wings | 480 |
| Hoddeok | 170 |
Commenting on the data, Mimi Morley from HelloFresh said: “It’s interesting to see how Korean entertainment has affected Brits’ food cravings, and it’s clear that Korean food is one of the most popular cuisines to cook at the moment.
TV programmes, like Squid Game, are a prime example that Brits can be inspired by all areas of life when it comes to finding new food to cook, including the latest Netflix hit.
One of our key focuses at HelloFresh is to make cooking new dishes exciting, and we’re proud to inspire our customers to give Korean food a try.”
With interest in Korean recipes set to increase again this month, HelloFresh’s range of Korean food is primed to satisfy Brits’ appetite. Here’s a few favourites.
Bulgogi Chicken & Mushroom Stir Fry
Try out this custom HelloFresh recipe for a Bulgogi chicken and rice dish, rated with a Medium recipe difficulty. Still, it’s easier than a round of Squid Game!
Sizzling Sesame Korean Beef
For a top tip, put your steak in the freezer for 40 minutes before you start this super-easy HelloFresh Korean beef recipe.
Mini Korean Style BBQ
For delicious Bulgogi beef with Asian slaw, look no further than this HelloFresh Bulgogi burger recipe.
