‘KPop Demon Hunters’ uncut gimbap goes viral — the convenience stores serving it up

The animated Netflix film “KPop Demon Hunters” has inspired a surge of interest in Korean food, particularly gimbap (seaweed rice rolls) and ramyeon. This trend has prompted Korea’s major convenience stores, CU and GS25, to introduce special food items associated with the film. CU launched its “no-cut beef bulgogi gimbap” on Monday. This product mirrors a scene from the film where the character Rumi eats an uncut gimbap. GS25, in collaboration with Netflix, unveiled a range of themed food items on Wednesday, including various gimbaps and Korean street food, alongside new ice brulee flavors.

The revenue from fresh food sales at convenience stores, which comprises items like gimbap and lunchboxes, increased by 27.8% from September 1 to Wednesday compared to the same period last year, indicating significant interest in products related to “KPop Demon Hunters.” Themed products were popular enough that over 7,000 items were preordered on September 10, generating about 40 million won ($28,900).

Both CU and GS25 have affirmed that their products are not limited editions and will be regularly stocked based on store managers’ orders. GS25 plans to expand its collaboration line in the future to include frozen meals and other snacks.

• Why it matters:
  • This trend highlights the potential for entertainment media to influence food consumption patterns in South Korea.
  • Businesses can capitalize on such collaborations to boost sales and attract customers through themed products.
• The latest: GS25 announced plans to expand its collaboration lineup with additional themed food products and merchandise in the coming months.