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.
An analysis of social media platforms revealed that 40.1 percent of posts related to Korean convenience stores focused on food. Among the top keywords were “ramyeon” at 14.1 percent, “coffee” at 10.5 percent and “snacks” at 7 percent, suggesting that what began as a practical food for travelers has evolved into a genuine cultural experience shared online.
“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.”
Packets of instant noodles are displayed at a supermarket in Seoul, Oct. 9. Yonhap
Food has become one of the strongest motivations for visiting Korea.
A 2024 KTO survey found that 15.7 percent of potential visitors listed food tours as their top reason for travel, surpassing shopping and entertainment. Industry data further showed that culinary experiences account for nearly one-fifth of total tourist spending, as more travelers seek to mix dining with cultural immersion and interact with locals.
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.
The gourmet expedition campaign also merges with programs like the “100-year Store” listings, which guide visitors to shops with decades of tradition in specialty foods, crafts or other products.
The program also aligns with Korea’s broader food tourism strategy, which combines sustainability, storytelling and digital innovation, using technology like artificial intelligence-powered restaurant guides and translation services, QR menus and virtual food tours to make culinary travel more immersive and convenient for global visitors.
Analysts project that Korea’s food tourism market will grow by over 20 percent annually through 2030, as travelers seek authentic, shareable experiences.
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