The reason why Korean youth are ‘fascinated’ with Chinese cuisine

On a weekday afternoon at Myeongdong shopping district, Seoul, a Chinese grilled fish restaurant is filled with customers from 5:30 p.m. Trays of grilled fish in a signature red chili sauce are constantly served. Customers are mainly a small group of young people 20-30 years old.

Not only in Myeongdong, eating places such as Hongdae, Gangnam or the area around Konkuk University also recorded a similar situation. Chinese cuisine is transforming from an exotic dish into a part of the daily life of young people in the land of kimchi.

This penetration begins with the spicy taste of mala, a famous Sichuan spice. In the early 2010s, hot pot chains such as Tanghuo Kungfu or Haidilao were present in Korea with a limited customer base, mainly Chinese people living here. In the late 2010s, two dishes Malatang (buffet hot pot soup) and Tanghulu (candied gourd) became trends on Korean social networks thanks to their eye-catching images, suitable for sharing on Instagram and TikTok.

Images of K-pop stars enjoying hot pot at night also remove the “foreign food” barrier, turning Chinese food into a trendy experience. From mala dishes, diners began to expand to grilled fish dishes, noodles and drinks. Currently, Chinese milk tea brands such as Mixue, Heytea or Chagee are massively expanding their branches in Seoul at a rapid pace.

According to Statistics Korea, last year, Chinese restaurants recorded an average annual revenue of 304.3 million won (about 206,000 USD), surpassing the Korean, Japanese and Western food segments. This group also leads in customer traffic with an average of 61.9 visits per day and a delivery rate of 19.7 orders per day.

This growth also comes from practical experience when more and more young Koreans travel to Shanghai, Qingdao or Chongqing. Directly enjoying the food locally helps diners eliminate prejudices about hygiene or authenticity, instead they focus on taste and quality of experience.

The “open” dining style is a key factor in attracting young diners. At hot pot or grilled fish restaurants, diners can actively choose ingredients, mix dipping sauce and adjust the pace of the meal. This form is suitable for the autonomous and personalized lifestyle of today’s youth.

This wave also reflects the strategy of Chinese brands as the domestic market gradually becomes saturated. Korea, with its high urban population density and sensitivity to trends, has become a priority destination for mainland F&B businesses.

At the dining tables in Myeongdong, conversations alternating between Korean and Chinese take place naturally. Diners are no longer concerned about the national origin of the dish, they consider it simply a familiar and communal dinner.