On a sweltering afternoon in Seoul's Myeongdong district, the first floor of Samyang Foods' headquarters buzzed with activity. The entrance was adorned with the English logo of 'Buldak' and its mascot, Pepper, welcoming visitors. Inside, foreign tourists sought refuge from the heat, filling the lounge designed with oversized tables resembling Buldak products and comfortable sofas, serving as a perfect resting spot.
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 unique treat 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 Pepper Lounge stated, "Most of our visitors are foreign tourists, and the response to the Buldak Ice Cream has been overwhelmingly positive. Our location near major tourist attractions allows us to serve as a resting spot 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 of cooking processes, food culture, and character engagement.
According to industry reports, Kyochon F&B is leading the way with its experiential program 'Kyochon 1991 School' at its Osan training center, promoting K-Chicken. Participants get to brush on Kyochon’s signature sauce, enjoy the chicken and beer culture, and experience 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, said, "We operate the program to help foreigners understand the value of making one of their favorite Korean foods, chicken. We plan to expand our infrastructure next year to create a comprehensive K-Food experience space."
BBQ is also running the 'Olive Chicken Camp' at its 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, Seoul, and recently opened a large flagship store near Gangnam Station, a hub for foreign visitors.
The Kimchi Museum, 'Museum Kimchikan,' operated by Pulmuone, has surpassed 100,000 foreign visitors since its reopening in Insadong, Seoul, in 2015. It offers cooking classes and kimjang experiences, receiving positive feedback. The proportion of foreign visitors at 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 name in K-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 the total attendees.
A Nongshim representative stated, "We designed the space considering the local characteristics of Seongsu-dong, where foreign tourists gather. We hope to create special memories for overseas visitors with Nongshim and Shin Ramyeon, enhancing our global brand recognition."
* This article has been translated by AI.
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