Cardi B's viral mukbang drives spicy tuna exports to 28 countries, highlighting social media's impact on K-food popularity

Global pop star Cardi B sparked a "spicy tuna challenge" among foreigners after showcasing a mukbang of Korea's spicy tuna.

According to industry sources on the 24th, Cardi B recently stated during an Instagram Live broadcast, "I bought Korea's spicy tuna at H Mart [the largest Korean supermarket in the U.S.]" She mixed rice, spicy tuna, and mayonnaise, then wrapped it in seaweed to eat. She exclaimed, "Koreans are crazy" and "The combination of spicy tuna and seaweed is perfect."

The edited video of this clip surpassed 4 million views on YouTube. The hashtag '#GochuTunaChallenge' has since spread across social media.

Driven by the trend, Dongwon F&B's spicy tuna exports have expanded to 28 countries, including the U.S., Japan, Vietnam, and China. An industry source said, "Demand for spicy tuna, which was concentrated in specific countries, is now spreading to diverse regions. The influence of social media virality is significant."

Earlier, Cardi B mentioned on TikTok that she ate Korean red ginseng, saying, "It's more effective than coffee. I feel awake all day," triggering a red ginseng frenzy. Ramen varieties like Buldak Ramen and Jajangmyeon, enjoyed by BTS members, have also become representative K-foods. Blackpink's Jennie, who mentioned 'Banana Kick' as her favorite Korean snack on the U.S. talk show The Jennifer Hudson Show earlier this year, saw U.S. exports of the product surge by 69% in April compared to the previous month. Domestic sales also jumped by over 40%.

K-food exports have grown significantly over the past decade. According to the Korea Chamber of Commerce and Industry and the Korea Trade Statistics Promotion Agency, last year's K-food exports reached $7.02 billion (approximately 10 trillion Korean won), doubling compared to a decade ago. Ramen ($1.36 billion) accounted for the largest share, followed by convenience foods like kimbap, tteokbokki, and dumplings ($980 million), health foods such as red ginseng and ginseng ($820 million), and seasoned seaweed ($630 million), with growing interest in diverse products.

Cardi B's Spicy Tuna Challenge Boosts Korean Exports