Publication Date: March 26th, 2026

Outlet: Estadão

Link to full article (in Portuguese): K-pop cuisine: how the rise of Korean culture is changing the way Brazilians eat

The rise of South Korean culture (Hallyu), driven since the 1990s by government incentives for the entertainment industry, has led K-pop, TV dramas, and films to influence cuisine as well. In Brazil, this is reflected in an audience that is increasingly curious about and familiar with Korean dishes, often first encountered on screen.

Restaurants are already welcoming customers who know what to order and show greater openness to flavors once considered challenging, such as fermented, spicy, or cold dishes. This interest spans different ages and demographics.

Korean cuisine in the country still maintains a strong identity, with adaptations that are more subtle than those seen in other cuisines, although there are already fusions incorporating Brazilian elements. Many consumers are specifically seeking the authentic experience.

Ingredients such as soy sauce (ganjang), soybean paste (doenjang), and chili paste (gochujang), as well as preparations like kimchi and banchan, form the foundation of Korean cuisine. Dishes such as bibimbap, bulgogi, and tteokbokki help popularize these flavors.

The presence of Korean cuisine is growing in Brazil, balancing tradition and adaptation, with a trend toward continued expansion.