Japan’s young generation is increasingly preferring the authentic ‘Korean’ taste to lead the demand for Korean food in the country.
Despite Japan’s overall distaste for spicy flavors, the country’s MZ generation, born between the 1980s and early 2000s, prefers the spicy ‘Korean’ taste,
According to the Korea Agro-Fisheries and Food Trade Corp., Japan’s MZ generation is leading the higher demand for “Buldak Bokkeummyeon,” a popular hot chicken-flavor type of instant noodles, bibimmyeon, and other kinds of spicy noodles.
As of October, South Korea’s noodle exports to Japan amounted to US$75 million, up by 35 percent from last year. Demand for Korean sauces from |Japan also jumped 31 percent from last year to reach $26 million as of October.
