"Hualiu" counterattacked, why did these Chinese elements explode in South Korea recently? |Worldview

Chinanews.com, December 12 (Zhang Aolin) Malatang and sugar gourd can form a "spicy sugar gourd"? This is not a new meme, but a microcosm of the recent popularity of Chinese food in South Korea – a graphic depiction of the popular way of eating spicy hot first and then sugar gourd to relieve the spicy taste of Korean consumers who love Chinese food.

Not only food, but also Chinese electronics, small appliances and cosmetics are becoming more and more popular among Korean consumers, and at the same time, the Internet celebrity dance "Subject 3" has set off a wave of craze on Korean social media. Diversified Chinese elements are setting off a whirlwind of "Chinese counter-attack" in South Korea.

Korean netizens showed photos of sugar gourds on social media, writing: "Strawberry sugar gourd, magical taste". Image source: Social media screenshot

Spicy hot + sugar gourd

The streets of Seoul are filled with Chinese food

"Mom, I want to eat sugar gourds." A South Korean blogger was initially incredulous when he heard his seven-year-old nephew say this. Could it be that the child is referring to Chinese snacks?

This blogger has lived in China for nearly 10 years, but he didn't expect that sugar gourd, China's "national snack", would also become popular in South Korea, and even combined with Malatang, which was already popular a few years ago, to form a new way to eat "spicy sugar gourd".

During his return to South Korea in the summer of 2023, the blogger almost ate Malatang every time he met with his friends. He said that he and his children are very fond of eating Malatang, and his children are typical representatives of falling in love with "spicy sugar gourd".

According to data released by the Korea Fair Trade Commission, the number of stores of South Korea's leading sugar gourd companies will be about 2023 in 420, an increase of about 10 times from the previous year. These shops can be found in Myeongdong shopping district, Hongdae shopping district, and Itaewon shopping district, which are crowded in Seoul. This Chinese snack is rapidly conquering the South Korean snack market and is "becoming popular at the speed of light".

Malatang not only formed a CP with sugar gourd, but also was the "behind-the-scenes" contributor to the rise in beer sales in China. South Korea's JoongAng Ilbo once quoted a South Korean convenience store giant to analyze the sales ratio of beer in various countries and found that the sales of Chinese beer are rising sharply and have become an emerging "powerhouse" in the market.

Korean netizens showed photos of Malatang on social media, writing: "Malatang pot wrapped meat". Image source: Social media screenshot

According to the analysis of the report, the rise in beer sales in China has contributed to the highly sought-after Malatang. In fact, Malatang restaurants, which were originally gathered in the vicinity of Daelim-dong and Konkuk University in Seoul, have gradually spread to Gwanghwamun, Yeouido, and Gangnam areas, and even infiltrated into community business districts.

The report also pointed out that as more and more Internet celebrity bloggers show the production process of Malatang through videos, more and more Korean people try to make Malatang at home. On an e-commerce platform in South Korea, the sales of Chinese spice seasoning "spicy powder" and spicy hot ingredients have also risen sharply.

The picture shows a spicy pot restaurant in Seoul, where Korean people eat spicy pot. Photo by China News Service reporter Zeng Nai

Not only that, but crayfish also became popular in South Korea with the hit movie "Crime City". According to the report, there are many crayfish restaurants on South Korea's takeaway software, and the domestic catering industry has commented that the competition between traditional Chinese foods such as fried noodles, spicy seafood noodles, sweet and sour pork and new Chinese foods such as mutton skewers, spicy tang, and crayfish is becoming more and more fierce. This also means that Chinese food is becoming a big choice on the tongue of the Korean people.

Mobile phones, small household appliances, cosmetics

Chinese products are popular among young Koreans

In recent years, various electronic products produced in China have also become popular in South Korea. South Korea's "JoongAng Daily" reported earlier that Kim Jin-il, who works for a medium-sized enterprise in Seoul, has been using Korean brand mobile phones, and later replaced the mobile phone with a Chinese brand under the strong recommendation of a friend, and friends around him praised this mobile phone as "cost-effective".

Kim Jin-il said, "Actually, I don't like Chinese products or not, and I took this opportunity to think about it and found that many of the products I use are produced by Chinese companies." ”

After buying a Chinese-made smart scooter, Korean netizens commented that the performance was "beyond imagination". Image source: Social media screenshot

The report pointed out that South Korea's "middle-class" consumers between the ages of 20 and 39 are gradually expanding their consumption of Chinese products and culture, and a variety of small household appliances such as balance cars, air purifiers, humidifiers and porridge cooking appliances are becoming increasingly popular. For Korean consumers, "Made in China" is no longer a symbol of "bargains".

At the same time, Chinese cosmetics are also expanding rapidly in the Korean market. CCTV Finance reported that data showed that in the first eight months of 2023, China's cosmetics exports to South Korea increased by about 8% year-on-year.

A Korean beauty blogger once said: "I am wearing makeup now, and I can't do without the concealer of a Chinese makeup brand." Lip clay products such as Chinese makeup have also appeared in the dressing rooms of Korean celebrities.

"Subject Three" and TV series

Chinese culture is popular in South Korea

Recently, a magical dance "subject three" swept the global social network, forming a "phenomenal spread", not only a large number of overseas netizens relayed dances on social platforms, but even the Russian Royal Ballet and Latin Dance World Champion Christina joined it.

The picture shows a Korean blogger recording a teaching video, teaching and dancing "subject three" by hand. Image source: Social media screenshot

South Korea is no exception, and the video of Korean middle school students jumping "subject three" has quickly become popular on the Internet. In the streets of Hongdae, which is full of modern pop art, songs with a strong Chinese style often sound. In addition, there are Korean dance bloggers who teach online through videos, which are sought after by netizens.

At the same time, young South Koreans are showing increasing interest in TV dramas from China. South Korea not only has platforms such as Chung Hwa TV and CHING that broadcast Chinese programs, but also Chung Hwa TV has introduced the Chinese TV drama "Langya Bang", which has set a record of 1.8% of the highest ratings (0.8% in South Korea) in the Seoul area, gaining super popularity.

Screenshot of the Korean teaser video of "The Hidden Corner".

In recent years, dramas such as "The Hidden Corner", "Yanxi Raiders" and "Dear, Loved" have also been introduced to mainstream Korean TV stations such as MBC and KBC. Popular domestic dramas such as "Step by Step Shocking" and "The Promotion of the Crown Princess" have also been adapted into Korean dramas.

This wave of "Hualiu counterattack" not only left a strong taste bud imprint on the streets and alleys of South Korea, but also virtually shortened the distance between China and South Korea for cultural exchanges, and became a bond for the people of the two countries to share beauty across national borders. (ENDS)