Viral sensation gimbap in U.S. now rolls into Korean stores

Industry

Published: 30 Nov. 2023, 17:52 Updated: 30 Nov. 2023, 17:54

Viral sensation gimbap in U.S. now rolls into Korean stores

Olgot's baba Fried Tofu & Burdock frozen gimbap are now sold at Emart24 convenience stores. [EMART24]

The widely popular frozen gimbap from Trader Joe's has returned home to Korea and is now available through the Emart24 convenience store chain.

Emart24 said Thursday it started selling Fried Tofu & Burdock Kimbap (gimbap) from Olgot's baba frozen gimbap range in a first for the Korean convenience store chain. The price is 3,500 won ($2.7).

The product is chilled to sub-zero temperatures of minus 50 degrees Celsius (122 degrees Fahrenheit) post-production, while customers can eat with a quick microwave spin of just 2 minutes and 10 seconds (based on 1000 Watts).

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

Frozen gimbap created waves on social media last year as it hit the shelves in major U.S. supermarkets like Trader Joe's. The product's popularity soared thanks to the wide circulation of review videos on platforms such as TikTok and YouTube, featuring foreigners relishing the gimbap.

"Fried Tofu & Burdock Kimbap [in particular] consists solely of vegetables without any meat, causing a stir among vegetarians and even leading to shortages in U.S. markets," an Emart24 official said, adding, "With the recent surge in the 'ditto consumption' trend, especially among the younger demographic, alongside the rising cost of living, are making home-stored frozen products more appealing."

Thanks to the surging demand for frozen gimbap abroad, especially in the United States, gim (seaweed) and processed rice exports from Korea have hit a record high this year, with a growth of over 20 percent compared to the previous year.

Recent data by the Customs Service showed that gim exports surged by 20.4 percent, reaching $670 million from January to October this year. Simultaneously, the export revenue for processed rice went up by 29.9 percent, totaling $79 million until October.

BY SEO JI-EUN [seo.jieun1@joongang.co.kr]