A scene from “Extraordinary Attorney Woo” [Photo = ENA]
“Food that doesn’t give anyone a sense of rejection”
“How Korea’s Kimbap Went from Comfort Food to Global Sensation”
On the 17th (local time), The Washington Post (WP) highlighted the secret to the global popularity of kimbap. WP noted that the surge in kimbap’s popularity originated from a scene where the drama’s main character, Woo Young-woo, eats kimbap.
“Extraordinary Attorney Woo” captivated international audiences after its debut on Netflix in July 2022, topping the non-English program list for seven consecutive weeks. In the early episodes, the protagonist Woo Young-woo was shown eating kimbap every morning at a café operated by her father. The drama often depicted Woo Young-woo primarily dining on kimbap.
Simultaneously, kimbap also came into the spotlight.
WP reported, “This drama brought a rare spotlight to kimbap,” and described it as “a humble food essential to picnic tables that has rapidly entered the mainstream.”
Indeed, in August 2023, major American retailer Trader Joe’s launched frozen vegetable kimbap, which sold out at over 600 stores nationwide in just a few weeks. Costco also introduced kimbap, joining the expanding global kimbap market. Kimbap establishments have opened in Germany, Australia, and South Africa as well.
Korean chef Hooni Kim, based in New York, remarked, “Kimbap is never off-putting and is familiar to anyone.” WP mentioned that although kimbap has a long history documented on the Korean peninsula, some people link the origin of modern kimbap to the early 20th-century Japanese colonial period.
WP explained the differences between kimbap and a type of Japanese sushi known as “maki.” Kimbap rice is seasoned with sesame oil and salt, while maki is seasoned with vinegar, salt, and sugar. Additionally, the ingredients in kimbap are usually blanched and seasoned, which is a distinctive feature.