Global pop star Cardi B sparked a “Gochu Tuna Challenge” among foreigners after showcasing a “mukbang” (eating show) featuring spicy tuna.
According to industry sources on the 24th, Cardi B recently stated during an Instagram Live broadcast, “I bought Korean spicy tuna at H Mart (the largest Korean supermarket in the U.S.),” and shared how she mixed rice, spicy tuna, and mayonnaise before wrapping it in seaweed. She exclaimed, “Koreans are crazy” and “The combination of spicy tuna and seaweed is perfect.”
The edited video of this clip surpassed 4 million views on YouTube. The hashtag “#GochuTunaChallenge” has since spread across social media.
Driven by this trend, Dongwon F&B’s spicy tuna exports have expanded to 28 countries, including the U.S., Japan, Vietnam, and China. An industry insider noted, “Demand for spicy tuna, once concentrated in specific countries, is now spreading to diverse regions,” adding, “The influence of social media virality is significant.”
Earlier, Cardi B caused a red ginseng frenzy by stating on TikTok, “It’s more effective than coffee. I feel awake all day,” while consuming Korean red ginseng. Buldak Ramen and Chacharoni, instant noodles enjoyed by BTS members, have also become representative K-foods. BLACKPINK’s Jennie mentioned “Banana Kick” as her favorite Korean snack on the U.S. talk show *The Jennifer Hudson Show* earlier this year, leading to a 69% month-on-month increase in U.S. exports of the product in April. Domestic sales also surged by over 40%.
K-food exports have grown significantly over the past decade. According to the Korea Chamber of Commerce and Industry and the Korea Trade Statistics Promotion Agency, last year’s K-food exports reached $7.02 billion (approximately 10 trillion Korean won), doubling compared to a decade ago. Instant noodles ($1.36 billion) accounted for the largest share, followed by convenience foods like kimbap, tteokbokki, and dumplings ($980 million), health foods such as red ginseng and ginseng ($820 million), and seasoned seaweed ($630 million), with growing interest in diverse product categories.
