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. An estimated 15 million Indians consumed Korean content last year, as per industry reports. According to language-learning app Duolingo, the number of Korean language learners has grown by 75% year-on-year in the last couple of years.
There is a clear business upside for brands to leverage the wave. People are willing to pay more for globally-inspired offerings, and a premium of 15-25% for Korean fare could boost both margins and footfalls for QSR chains. That McD’s and BK’s offerings would be available for a limited time, during the summer months when kids are on vacation and eating out more often, adds to the hype, says Shubham Singhal, co-founder & CEO, Dot Media.
The Korean wave has become more about shared internet culture where K-dramas, music, food and fashion come together, says Aditya Premani, co-founder & head of social, Social Pill. “For brands like McDonald’s or Burger King, it’s a smart way to stay culturally relevant. A Korean menu item can create buzz, drive footfalls and spark conversations online and offline, without massive spends,” he adds.
The fact that the K-wave, which began roughly around the time of the pandemic, continues to grow indicates that this is no fleeting Instagram trend but rather a cultural reorientation, opines Prardhana Chillarige, creative director, Gozoop Creative. “The multi-dimensional nature of Korean cultural influence runs across food, music, beauty, and fashion, creating this feedback loop where one touchpoint leads you to another. It’s sticky, layered, and resilient,” observes Chillarige.
Staying relevant
Experts note that what used to be a largely metro-driven wave is now also making its way into tier-II and III markets, thanks to social media and the plethora of Korean content on OTT and short video platforms. Innovations in food allow brands to connect with new consumers without a big media budget.
Kapil Grover, group chief marketing & digital officer, Burger King India, explains how the brand is largely employing influencers for the Korean menu to drive footfalls: “Our marketing strategy is designed to amplify this cultural connection through integrated campaigns across digital, social, and in-store touchpoints.” The brand is leveraging influencer partnerships and targeted promotions to drive trials.
While Korean specials give brands the opportunity to localise global trends, experts say they need to be wary of cultural appropriation. Says Nisha Singhania, CEO & MD, Infectious Advertising, “Consumers are quick to call out tokenism or superficial attempts at exoticising another culture. Any cultural collaboration must feel respectful and well-researched. Taste profiles must excite without alienating local palates.”
Riding the K-wave
Food imports from Korea like noodles grew to $12 million in FY24 from $1.5 million in FY20
McDonald’s India (W&S), Burger King and Wendy’s have launched Korean specials this summer for a limited period
The number of Korean language learners has grown by 75% year-on-year in the last couple of years, according to Duolingo
Brands like ITC Bingo, Maggi and Top Ramen have also launched snacks and food items with Korean flavours