From hanbok & hanja to K-fries

KOREAN FLAVOURS HAVE BECOME TABLE STAKES FOR FAST FOOD GIANTS MCDONALD'S, BURGER KING AND WENDY'S

- CHRISTINA MONIZ

JUST RECENTLY, MCDONALD'S India (West & South) introduced a Korean-inspired menu, serving up burgers and fries with gochujang sauce and a Korean spice mix.

McDonald's north and east caught up. Soon after, Burger King India launched its own offerings such as Korean chicken wings and fries, aside from Korean burgers.

Wendy's threw its hat into the ring with the launch of Korean range of burgers, wraps, and sides in India.

"We have been observing the deep impact of Korean culture in India, from entertainment to lifestyle, and recognised that Korean cuisine is a natural extension," says Arvind RP, CMO at McDonald's India (West and South).

McDonald's had experimented with Korean influences when it collaborated with pop icons BTS for its limited-edition meal of chicken nuggets, fries, coke and dipping sauces.

The brand got a positive response to the offering, which is why it has decided to double down on the Korean strategy.

As per market reports, certain food imports from Korea like noodles grew to $12 million in FY24 from just $1.5 million in FY20.