Reynand Wu
In an unprecedented global phenomenon, "Koreanness" has transcended national borders to become a symbol of contemporary cool, captivating audiences worldwide across diverse domains from K-pop and K-dramas to K-movies, K-food, K-fashion, and K-beauty. This pervasive cultural influence, often termed Hallyu or the "Korean Wave," has firmly established Korean culture as a major force in the global zeitgeist. However, this remarkable ascent of cultural acceptance stands in stark contrast to a troubling domestic reality: a sharp and documented rise in racism and harassment targeting Asian Americans, particularly Asian women.
The Global Ascent of Hallyu: From Niche to Mainstream Powerhouse
The trajectory of Korean culture’s global influence has been meteoric, transforming from a relatively niche interest in the late 20th century to a dominant cultural and economic power in the 21st. The early seeds of Hallyu were sown in the late 1990s and early 2000s, initially gaining traction in East and Southeast Asia through television dramas and pop music. Over the past two decades, this wave has swelled, propelled by digital platforms and the internet, reaching every corner of the globe.
Key milestones illustrate this dramatic shift. In music, groups like BTS and Blackpink have shattered global records, topping international charts, selling out stadiums worldwide, and accumulating billions of streams. BTS, for instance, contributed an estimated $4.65 billion to South Korea’s economy annually by 2019, showcasing the immense economic power of K-pop. The film industry achieved a historic breakthrough in 2020 when Bong Joon-ho’s Parasite became the first non-English language film to win the Academy Award for Best Picture, alongside three other Oscars. This cinematic triumph signaled a definitive moment of mainstream recognition for Korean storytelling.
Television dramas have also seen an explosion in popularity. Netflix’s 2021 phenomenon, Squid Game, became the platform’s biggest debut hit, reaching 111 million viewers in its first 28 days and generating an estimated $900 million in impact value for the streaming giant. Similarly, the critically acclaimed film Minari (2021), depicting a Korean-American family’s pursuit of the American dream, garnered six Academy Award nominations, with Youn Yuh-Jung winning Best Supporting Actress. These successes underscore not only the artistic merit but also the universal appeal of Korean narratives and aesthetics.
Beyond entertainment, K-food, K-fashion, and K-beauty have carved out significant market shares. Korean skincare routines and cosmetics are highly sought after, while Korean fashion influences global trends. Korean cuisine, once considered exotic, is now a global culinary trend, with dishes like kimchi, bibimbap, bulgogi, and kalbi becoming household names in many Western countries. This widespread fascination with all facets of Koreanness has undeniably made Korean culture synonymous with being "cool" and "hip."
Gochujang’s Journey: A Culinary Barometer of Cultural Acceptance
The journey of Korean food, particularly an ingredient like gochujang (Korean red chili pepper paste), offers a poignant microcosm of this broader cultural assimilation. Not long ago, finding essential Korean ingredients outside of major metropolitan areas with established Korean communities was a significant challenge for Korean immigrants in the United States. This reality began to shift around the early 2000s when staples like sesame oil started appearing on the shelves of local American supermarkets, a welcome change for earlier generations of immigrants who often had to travel five to seven hours to specialized Asian markets.
For one observer, a pivotal moment arrived around 2018 in a local supermarket in Kansas. This was before the global triumphs of Parasite or Squid Game, yet a stack of gochujang containers was discovered on a shelf. This seemingly small event was deeply symbolic. While some Korean dishes had already entered the American food lexicon, the widespread availability of a fundamental ingredient like gochujang in a non-specialty store indicated a significant mainstreaming. The observer recounted a mix of elation and sadness: happiness at the accessibility of a taste of home, and sadness that it had taken more than two decades for such a basic item to become readily available. This moment signaled a broader acceptance, suggesting that the flavor of gochujang was no longer perceived as exotic or foreign.
Gochujang is not merely an ingredient; it is a cultural touchstone. Its versatility is immense, forming the base for numerous stews and soups, and serving as a crucial condiment for rice dishes. Its significance extends to personal narratives of survival and connection. In the 1990s, gochujang was an indispensable item for young Korean backpackers in Europe, a culinary anchor against homesickness, often eaten simply with bread. The 2021 film Minari beautifully illustrates this through the character of grandmother Soon-ja, who travels to the U.S. bringing essential Korean food items, including chili powder that could be used to make gochujang, highlighting its enduring importance for immigrant families. In the 1980s, such an item would have been virtually impossible to find in small American towns.
Today, the culinary landscape has transformed dramatically. The market for Korean food products in the U.S. has seen robust growth. The observer noted that beyond gochujang, a wider array of Korean foods, including mandu (Korean dumplings), Korean fried chicken, and various Korean ramen brands, are now commonplace in American supermarkets. Gochujang itself has become a staple, with different varieties available, indicating sustained demand and integration into mainstream American culinary habits. A conversation with a young lady at a local store, who enthusiastically declared her love for gochujang and her habit of adding it to Shin-Ramen, further solidified the perception of its widespread acceptance and normalization. The flavor of gochujang, like sesame oil before it, has not changed; rather, it is the palates and perceptions of American consumers that have evolved.
A Tale of Two Realities: Popularity vs. Prejudice
Despite the undeniable triumph of Korean culture and cuisine in the U.S. and globally, a deeply troubling parallel reality persists: the continued and often escalating experience of racism and bias faced by Asian Americans. This stark contrast presents a profound paradox: while America embraces Korean cultural products, it has simultaneously struggled to fully embrace the people who originate from or embody that culture.
Rising Tide of Anti-Asian Hate
The period between 2020 and 2021 saw an alarming surge in anti-Asian hate crimes and incidents across the United States. Data from Stop AAPI Hate, a national coalition tracking anti-Asian American and Pacific Islander hate incidents, reported over 9,000 incidents between March 2020 and June 2021. This represented a staggering 339% increase in anti-Asian hate crimes in 2021 compared to 2020 in major U.S. cities, according to the Center for the Study of Hate and Extremism. These incidents ranged from verbal harassment and shunning to physical assault and civil rights violations, with a disproportionate impact on Asian women.
The COVID-19 pandemic played a significant role in fueling this surge, as rhetoric linking the virus to China led to increased xenophobia and scapegoating of Asian communities more broadly. This bleak reality spurred the rise of grassroots movements such as #StopAAPIhate and #StopAsianhate, which gained national prominence during the pandemic, bringing crucial attention to the systemic issues of anti-Asian racism. The one-year anniversary of the Atlanta Spa Shooting in March 2021, which tragically killed six women of Asian descent, served as a painful reminder of the severe consequences of this hatred and galvanized further calls for action and solidarity.
Legislative and Community Responses
In response to this alarming trend, there have been legislative and community-level efforts to combat anti-Asian bias. In May 2021, President Joe Biden signed the COVID-19 Hate Crimes Act into law, a bipartisan legislation aimed at strengthening the federal government’s response to hate crimes, particularly those targeting Asian Americans. The law included provisions to expedite the review of hate crimes and improve data collection. Advocacy organizations like Stop AAPI Hate, alongside numerous community groups, have continued to work tirelessly, providing resources, advocating for victims, and demanding greater accountability and protection for Asian American communities.
However, despite these efforts, the emotional toll and the persistent threat of racism remain palpable. The observer, reflecting on the current climate, expressed continued sadness: "I am still crying today because we still encounter racism and bias." This sentiment underscores that legal frameworks and cultural popularity alone are insufficient to dismantle deeply ingrained prejudices.
Historical Context of Asian American Experience
The current wave of anti-Asian racism is not an isolated phenomenon but rather a continuation of a long history of discrimination against Asian Americans in the United States. From the Chinese Exclusion Act of 1882, which severely restricted Chinese immigration, to the internment of Japanese Americans during World War II, and subsequent anti-immigrant sentiments, Asian communities have repeatedly faced xenophobia, racial violence, and legal discrimination.
The "model minority" myth, which emerged in the mid-20th century, further complicates this narrative. While seemingly positive, this stereotype has often been used to downplay the struggles faced by various Asian American groups, obscure the diverse socio-economic realities within the AAPI community, and pit them against other minority groups. It creates an expectation of silent achievement while simultaneously rendering their experiences of racism invisible or dismissed. This historical context is crucial for understanding why, even as Korean culture achieves global adoration, the individuals within the Asian diaspora can still face hostility and prejudice.
The Deeper Implications: Beyond Food and Entertainment
The paradox of surging cultural popularity alongside persistent racial animosity reveals a complex truth about cultural assimilation and societal acceptance. While K-pop and K-dramas may foster a superficial familiarity and appreciation for aspects of Korean culture, this does not automatically translate into genuine respect or safety for people of Korean or broader Asian descent. Cultural products can act as bridges, introducing new perspectives and fostering curiosity, but they do not inherently dismantle systemic racism or individual biases rooted in fear, ignorance, or xenophobia.
The emotional experience of finding gochujang in a local supermarket—a mix of happiness and sadness—encapsulates this duality. It represents the hope for belonging and normalization, a yearning for one’s identity to be accepted and seen as part of the American fabric. Yet, the simultaneous reality of heightened anti-Asian sentiment is a stark reminder that this acceptance is often conditional, extending to cultural exports but not always to the people themselves. The ongoing struggle highlights the critical difference between consuming culture and embracing people.
Conclusion: A Path Forward
The global embrace of Koreanness, from its vibrant entertainment to its flavorful cuisine, marks a significant cultural triumph. The mainstreaming of gochujang in American supermarkets symbolizes a remarkable journey of culinary acceptance and a growing appreciation for Korean culture. However, this success story is tragically overshadowed by the concurrent rise in anti-Asian racism, revealing a profound societal disconnect.
The challenge for the United States, and indeed for global society, is to move beyond mere cultural consumption to genuine human acceptance and equity. The hope articulated by many Asian Americans, including the observer, is that the nation will become "more willing to embrace people like me in the way they have welcomed my food." Achieving this requires a sustained commitment to combating racism, dismantling systemic biases, and fostering an environment where cultural appreciation truly translates into respect, safety, and belonging for all individuals, irrespective of their ethnic or cultural background. The journey toward this inclusive future, where the tears of sadness can finally give way to unadulterated joy, remains an urgent and ongoing endeavor.
