On a sweltering afternoon in Seoul's Myeongdong district, the first floor of Samyang Foods' headquarters buzzed with foreign tourists seeking respite from the heat. The 'Pepper Lounge,' adorned with the English logo of 'Buldak' and its mascot, welcomed visitors with a unique atmosphere. Inside, tables shaped like oversized Buldak products and comfortable sofas provided a perfect resting spot for tourists.
One wall featured an exhibition showcasing Samyang's key ramen products, including Buldak Bokkeummyeon, along with the company's history. A photo booth with a Pepper frame was also popular among visitors. The standout item in the café was the 'Buldak Ice Cream,' a soft milk ice cream topped with Buldak sauce, allowing guests to choose their preferred spice level. Foreign tourists delighted in tasting the ice cream and capturing each other's reactions.
A representative from the Pepper Lounge noted, 'Most of our visitors are foreign tourists, and the response to the Buldak Ice Cream has been overwhelmingly positive. We serve as a resting spot near major tourist attractions while promoting the Buldak brand.'
As K-food becomes a key component of tourism in South Korea, the food industry is expanding its outreach to foreign visitors. Companies are viewing these tourists as potential consumers who will seek out their brands after returning home, shifting from a sales focus to providing hands-on experiences with cooking processes, food culture, and brand characters.
According to industry reports, Kyochon F&B is leading the charge with its experiential program 'Kyochon 1991 School' at its training center in Osan. Participants can try their hand at applying Kyochon’s signature sauces and enjoy the Korean chicken and beer culture, while also experiencing traditional fermentation through 'Fermentation Workshop 1991' and craft beer 'Moon Bear.' So far this year, around 9,600 people from 77 countries have participated in the program.
Do Min-soo, team leader of Kyochon 1991 School, stated, 'We aim to help foreigners understand the value of chicken, one of their favorite Korean foods, by allowing them to make it themselves. We plan to expand our infrastructure next year to create a comprehensive K-food experience space.'
BBQ is also engaging tourists with its 'Olive Chicken Camp' at the Chicken University in Icheon, Gyeonggi Province, where participants can make and taste chicken. This program is designated as an industrial tourism course by the Gyeonggi Tourism Organization and is utilized as a special product in collaboration with overseas travel agencies. BHC has introduced a 'Ppuring Ppuring Cooking Class' at its training center in Songpa-gu, while also opening a large flagship store near Gangnam Station, an area frequented by foreign visitors.
The Kimchi Museum, 'Museum Kimchikan,' operated by Pulmuone, has surpassed 100,000 foreign visitors since its reopening in Insadong, Seoul, in 2015. The museum offers cooking classes using kimchi and experiences related to making kimjang, which have received positive feedback. The proportion of foreign visitors to Museum Kimchikan has remained consistently high, with 45% in 2023, 47% in 2024, 41% last year, and 40% in the first half of this year.
Nongshim, a leading brand in Korean ramen, has been attracting tourists with its 'Shin Ramyeon Snack' experience center in Seongsu-dong since June. Visitors can sample Shin Ramyeon products, create their own ramen combinations, and purchase exclusive merchandise. Foreign visitors make up nearly half of all attendees.
A Nongshim representative remarked, 'We designed the space considering the local characteristics of Seongsu-dong, where foreign tourists gather. We hope to create special memories for international visitors with Nongshim and Shin Ramyeon, enhancing our global brand recognition.'
* This article has been translated by AI.
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