Reynand Wu
The ascent of Korean culture, often dubbed the "Hallyu" or Korean Wave, has dramatically reshaped global perceptions, transforming "Koreanness" into a synonym for cool and hip. From the pulsating beats of K-pop and the compelling narratives of K-dramas and K-movies to the innovative flavors of K-food, the chic aesthetics of K-fashion, and the pioneering trends of K-beauty, Korean cultural exports have captivated audiences worldwide. This widespread fascination marks a significant departure from a not-so-distant past when Korean cultural elements were largely unfamiliar to mainstream Western audiences.
The Hallyu Phenomenon: A Global Cultural Powerhouse
The Korean Wave’s origins can be traced back to the mid-1990s with the export of South Korean television dramas and pop music to East and Southeast Asia. However, the last decade has seen its influence explode globally, driven by digital platforms and social media. Groups like BTS and BLACKPINK have shattered music industry records, performing to sold-out stadiums across continents and dominating global charts. Their success is not merely musical; it’s a testament to meticulously crafted artistry, relatable messaging, and a highly engaged fandom. Similarly, K-dramas such as Crash Landing on You and Squid Game have achieved unprecedented international viewership on streaming platforms like Netflix, with Squid Game notably becoming Netflix’s biggest debut hit, reaching 111 million viewers in its first month in 2021. This success has propelled Korean actors and directors into global stardom, earning critical acclaim and prestigious awards, including the historic Best Picture Oscar for Bong Joon-ho’s Parasite in 2020.
Beyond entertainment, K-culture has permeated various aspects of daily life. K-beauty, with its emphasis on skincare innovation and multi-step routines, has become a global industry leader. K-fashion influences runways and street style worldwide, while K-food, once confined to ethnic enclaves, now graces menus from high-end restaurants to casual eateries. This cultural penetration is not accidental; it is the result of strategic government support, technological innovation, and the inherent appeal of Korean creativity and storytelling. South Korea’s cultural exports have become a significant economic driver, contributing billions to the national economy and enhancing the nation’s soft power on the global stage.
A Culinary Harbinger: Gochujang’s Ascent to Mainstream Shelves
The transformation of Korean culture from niche to mainstream is perhaps best illustrated through the everyday experience of food. The discovery of a prominent stack of gochujang, Korean red chili pepper paste, at a local supermarket in Kansas around 2018 served as a poignant indicator of this shift. This observation predated the widespread global success of Parasite and Squid Game, suggesting that the cultural groundwork was already being laid in less visible ways. While staples like kimchi, bibimbap, bulgogi, and kalbi had already found a place in the American culinary lexicon, the presence of gochujang – a fundamental yet more specialized ingredient – signaled a deeper integration.
For many Korean immigrants, this moment was charged with profound emotion. The sight of gochujang in a standard American grocery store evoked a complex mix of elation and melancholy. It was a tangible sign of acceptance, an affirmation that a taste of home, once considered exotic or foreign, was now normalized. This feeling resonated with the experiences of earlier immigrant generations who, perhaps around the 2000s, witnessed the mainstream availability of sesame oil – another crucial Korean ingredient that once required arduous journeys to distant Asian markets. For decades, acquiring such essential items often meant traveling hours, underscoring the isolation and logistical challenges faced by immigrant communities in preserving their culinary heritage. The personal account of traveling an hour and a half just to buy gochujang in Kansas City vividly illustrates this historical reality.
Gochujang: A Cultural Touchstone and Culinary Chameleon
Gochujang is far more than just a condiment; it is a cornerstone of Korean cuisine, celebrated for its versatility and depth of flavor. This fermented savory, sweet, and spicy paste is indispensable in countless dishes, from hearty stews (jjigae) and comforting soups to marinades for meats and a foundational component for various sauces. Its adaptability allows it to be mixed directly with rice (bibimbap), used as a dipping sauce, or incorporated into more complex recipes.
Its significance extends beyond the kitchen, serving as a cultural touchstone for Koreans both at home and abroad. In the 1990s, gochujang became an essential travel companion for young Korean backpackers exploring Europe, a culinary anchor providing a taste of home amidst unfamiliar fare. The practice of pairing gochujang with bread, seemingly unconventional, speaks to its role in staving off homesickness and offering comfort. This tradition reflects a broader human need to connect with one’s roots through food, especially when navigating new environments. The critically acclaimed 2021 film Minari beautifully captured this sentiment, depicting grandmother Soon-ja bringing essential Korean food items, including chili powder for making gochujang, to her daughter’s family in rural America. This narrative resonated deeply with immigrant communities, highlighting the challenges and resilience involved in maintaining cultural identity in a new land, particularly given that finding gochujang in small American towns was virtually impossible in the 1980s.
The increasing availability and acceptance of gochujang mirror broader trends in the American palate, demonstrating a growing openness to diverse culinary traditions. Like pizza or hummus before it, gochujang has transcended its ethnic origins to become a mainstream flavor profile. The anecdote of a young lady at a local store enthusiastically declaring her love for gochujang and her innovative use of it in Shin-Ramen underscores this transformation, marking a refreshing moment of cultural integration and appreciation.
The Unsettling Paradox: K-Culture’s Rise Amidst Anti-Asian Racism
Despite the triumphant global embrace of Korean culture and its culinary elements, a troubling paradox persists: the widespread popularity of K-culture has not translated into a reduction of racism and xenophobia toward Asian Americans. This stark contrast highlights a profound disconnect between the consumption of cultural products and the treatment of the people who originate them.
The COVID-19 pandemic exacerbated pre-existing biases, leading to a sharp and alarming rise in anti-Asian racism and harassment across the United States. Data from organizations like Stop AAPI Hate revealed over 9,000 incident reports targeting Asian Americans and Pacific Islanders (AAPI) between March 2020 and June 2021 alone. These incidents ranged from verbal harassment and shunning to physical assaults, often fueled by xenophobic rhetoric linking the virus to people of Asian descent. Asian women, in particular, bore a disproportionate brunt of this violence and discrimination, facing both racial and gender-based harassment.
This bleak reality galvanized communities and activists, leading to the emergence of powerful movements such as #StopAAPIHate and #StopAsianHate. These grassroots efforts brought much-needed attention to the systemic issues of anti-Asian racism, demanding accountability and policy changes. The tragic one-year anniversary of the Atlanta Spa Shootings, which claimed the lives of eight people, including six Asian women, served as a painful reminder of the severe consequences of this hatred. The collective outcry eventually prompted legislative action, with President Biden signing bipartisan legislation in 2021 aimed at combating anti-Asian hate crimes by improving data collection and strengthening law enforcement response.
Beyond the Supermarket Shelf: Broader Implications and Hopes
The journey of gochujang from an obscure ethnic ingredient to a supermarket staple is symbolic of a broader cultural evolution. In 2018, the act of purchasing multiple gochujang containers, even when not immediately needed, reflected an immigrant’s anxiety – a fear that if demand wasn’t evident, these symbols of home might disappear from the shelves. Today, this anxiety has largely dissipated, replaced by the reassuring presence of a wider array of Korean foods, including mandu (Korean dumplings), Korean fried chicken, and various Korean ramen brands, all readily available in mainstream American supermarkets. Gochujang itself is now a staple, often appearing in multiple varieties, indicating a robust and sustained demand.
This culinary acceptance represents a significant step towards a more diverse and integrated society. However, the ongoing struggle against anti-Asian racism underscores that cultural appreciation does not automatically equate to human acceptance. While American palates and pop culture preferences have become increasingly globalized, the societal embrace of people from diverse backgrounds lags behind. The continued experience of racism and bias, even amidst a global fascination with Korean culture, reveals a fundamental societal challenge that extends beyond superficial cultural consumption.
The hope remains that the same willingness to embrace Korean food and entertainment will eventually translate into a deeper, more inclusive embrace of Korean Americans and all Asian Americans. This requires moving beyond mere consumption of cultural products to genuine understanding, empathy, and a commitment to dismantling systemic biases. The journey of gochujang, from exotic to essential, serves as a powerful metaphor for the progress made, yet the persistent tears shed in the face of racism remind us of the considerable distance still to be traveled toward a truly equitable and accepting society.
Dr. Sangyoub Park, an associate professor of sociology at Washburn University, whose courses include Food & Culture, K-Pop & Beyond, Japan & East Asia, Social Class in the U.S., and The Family, continues to observe and analyze these complex cultural and social dynamics. His work provides valuable insights into the evolving landscape of identity, culture, and belonging in contemporary America.
