[K-FOOD GOES GLOBAL] Viral frozen 'Kimbap' on a roll in the U.S.

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[K-FOOD GOES GLOBAL] Viral frozen 'Kimbap' on a roll in the U.S.

Published: 23 Aug. 2023, 17:51 Updated: 23 Aug. 2023, 19:49

Videos of people trying out Trader Joe's new frozen gimbap product are going viral on social media. [SCREEN CAPTURE]

Trader Joe’s newly launched frozen gimbap product is taking the U.S. market by storm. The seaweed-wrapped rice rolls became a sell-out sensation shortly after their introduction in early August.

Videos of the U.S. grocery chain's new cult favorite have gone viral on social media, including a TikTok video of a Korean mom and daughter living in the United States trying out the frozen dish that garnered 8.5 million views, 793,000 likes and 3,500 comments in a week.

Other trending clips show people eating the gimbap with Buldak Ramen, frying it after dipping in an egg mixture or visiting Trader Joe’s only to see a freezer empty of frozen rolls.

Some viewers who recalled Trader Joe’s history with Asian rolls were skeptical. Sushi rolls previously sold at the store had been named a never-again buy for disproportionate fillings and poor texture.

Despite this, most comments online built up high expectations for the new hit.

“Trader Joe’s usually just finds manufacturers and then has it [products] branded in their own packaging, which is why a lot of their stuff is good,” read one of the top comments.

Trader Joe's website introduces the grocery chain's new frozen gimbap product ″Kimbap.″ [SCREEN CAPTURE]

Trader Joe’s “Kimbap,” a transliterate of gimbap, is supplied by Allgot, a Korean gimbap company founded in 2020, and costs $3.99.

The Gumi, North Gyeongsang-based supplier’s initial gimbap batch of 250 tons is sold out and Allgot is preparing a second batch.

Frozen gimbap at Trader Joe’s takes a “veggie-forward approach,” according to the grocery chain’s website, with assorted vegetables and braised tofu wrapped in a layer of rice and seaweed. Gimbap sold in Korea usually contains a filling of tuna, chicken, pork or beef.

“The rolls are quick-frozen under 45 degrees Celsius [113 degrees Fahrenheit] to preserve texture and are divided into three equal parts on a plastic tray to increase convenience,” said an Allgot spokesperson.

Allgot sells 10 gimbap products, including ones filled with bulgogi or tuna, to consumers in Korea through SSG.com and Coupang, but only a braised tofu-based vegan variation is supplied to the U.S. market due to meat export restrictions.

Allgot is not the only company eyeing foreign markets with the frozen K-rolls.

Officials of Bokmansa and Hadong County, North Gyeongsang, during a shipping ceremony on Aug. 2. [HADONG COUNTY OFFICE]

Bokmansa, a food manufacturer based in Hadong County, South Gyeongsang, announced on Aug. 2 that it would ship 10 tons of its frozen kimbap worth $15,000 to a Korean supermarket chain in Britain.

Bokmansa exported 15 tons of frozen gimbap to France in January 2022 and six tons to the United States in December 2021.

“Exports of manufactured food products are encouraged as increased sales contribute to local farm workers’ profits,” said Park Jong-du, head of agricultural product distribution at the Hadong County office.