Dongwon F&B Expands Exports to 28 Countries as #GochuTunaChallenge Trends

Cardi B, a global pop star and American rapper, sparked a chili tuna challenge among foreigners after showcasing a "mukbang" of Korean chili tuna. According to the food industry on the 24th, Cardi B recently stated during an Instagram Live broadcast, "I bought Korean chili tuna at H Mart, the largest Korean supermarket in the U.S.," and mixed rice, chili tuna, and mayonnaise before wrapping it in seaweed. She exclaimed, "Koreans are crazy" and "The combination of chili tuna and seaweed is perfect."

The edited video of this clip has garnered over 4 million views on YouTube, drawing significant attention. The hashtag "#GochuTunaChallenge" is spreading across social media. Capitalizing on the trend, Dongwon F&B recently expanded its chili tuna export countries to 28 nations, including the U.S., Japan, Vietnam, and China.

Cardi B also posted a video on TikTok in March eating Korean red ginseng, stating, "(Red ginseng) is more effective than coffee. It feels like staying awake all day." Thanks to this video, which surpassed 1 million views in two weeks, a "red ginseng frenzy" occurred overseas.

Many foods have gained fame through mentions by K-pop stars. Buldak Ramen, Chacharoni, and other ramen varieties enjoyed by BTS members have become representative K-foods. Bananakick, mentioned by BLACKPINK's Jennie as her favorite Korean snack on the U.S. talk show The Jennifer Hudson Show in early this year, saw a 69% increase in U.S. exports in April compared to the previous month. Domestic sales also surged by over 40%.

K-food export revenue has 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 Chili Tuna Mukbang Sparks Global Challenge