K-culture content is opening new markets as it spreads worldwide through global over-the-top (OTT) services and social media, experts said. From everyday food to cultural heritage, "storytelling" is driving consumption across diverse fields.
Kim Mi-kyung, head of the merchandise business division at the National Museum Foundation of Korea, attended "Pixel & Paint," a special forum at Seoul Forum 2026 held recently at the Shilla Hotel in Jung-gu, Seoul. "Products today are consumed not as objects but as 'meanings,'" she said, explaining that in an era of value-driven consumption that respects individual tastes, products embedded with stories are gaining a competitive edge.
This year's Pixel & Paint forum, themed "The Power of K," diagnosed how K-culture combines with technology to enhance added value and presented a new vision for the future. Analyzing the boom in "muts" (museum goods), Kim cited "story-driven products" that stimulate consumer preferences and shift perceptions toward the idea that "tradition can be fun" as the key to success.
The popularity of the Netflix animation "KPop Demon Hunters" (KDH) in particular helped maximize the appeal of the stories embedded in muts. A badge featuring a magpie and tiger from traditional Korean folk paintings, released around the same time, was consumed almost like character merchandise from "KDH" as the work gained traction. "Watching visitors line up at opening time to buy badges that sell 200 a day, I felt the power of content," Kim said.
Synergy among K-culture properties is also driving consumption. Kim cited the case of BTS leader RM, who posted photos of artworks and muts on his personal Instagram, drawing more visitors, and Blackpink's Jennie, who incorporated Buddhist elements in her music video "ZEN" and wore costumes modeled on the Silla gold crown and gold ornaments, drawing the attention of global fans.
Kim also said the market is gradually expanding through collaborations with sports, beauty and food brands such as KBO, Amorepacific and Orion. "We are now in an era when companies are using culture not as a mere consumer good but as part of their brand identity," she said.
Korean cuisine is also gaining momentum through content. A representative example is Samyang Foods' Buldak series of stir-fried ramen, which gained worldwide popularity through "mukbang" videos by K-pop stars and challenge videos on global social media platforms such as TikTok. Samyang Foods posted record quarterly results in the first quarter of this year, with consolidated revenue of 714.4 billion won and operating profit of 177.1 billion won.
Choi Jeong-yoon, chair of Nanro Academy, who delivered a lecture on "Korean Cuisine and the Gastronomic Race," also referenced Samyang Foods. "Looking at Google Trends search volume, 'Korean Food' has now overtaken 'Japanese Food,'" she said, emphasizing that the cultural reach of Korean cuisine is steadily expanding.
Searches for "Korean Food" also surged after "KDH" was released on June 20 last year. Analysts attribute the rising interest to scenes in the work where the main characters eat gimbap, ramen and naengmyeon. The average "interest" score for Korean food keywords on Google started at 25 in June last year, climbed steeply to 92 in December and reached 100 in March this year.
"Not just Korean food, but K-pop, K-dramas and K-beauty are all organically connected," Choi said. "Tourists don't come to see just one thing. Because each industry's image affects the others, connecting content is extremely important." She added, "Korean cuisine continues to evolve through fitting and adaptation. Its growth potential is even greater because it is open to connecting with diverse cultures."
