The cultural juggernaut of South Korea, known as the ‘K-Wave’ or Hallyu, is making seismic waves across the UK, driving a £3.5 billion surge in consumer spending. From viral TV shows and chart-topping music to tantalising Korean cuisine, the nation’s appetite for Korean culture shows no signs of slowing down, according to new research by Just Eat.
Korean Culture Takes the UK by Storm
The upcoming return of Squid Game to Netflix on Boxing Day is poised to amplify the K-Wave’s momentum. Just Eat’s recent survey reveals that nearly half of Brits (47%) regularly purchase Korean-inspired goods and services, with 42% of the total spending dedicated to beauty and fashion and the remaining 58% to food.
The consultancy Development Economics highlights how K-Wave’s influence has become a nationwide phenomenon, fuelled by global powerhouses such as K-Pop giants BTS and Blackpink, as well as Netflix hits like All of Us Are Dead. Entertainment icons have inspired 53% of consumers to explore Korean culture, with 35% influenced by social media trends and 30% drawn by the wellness benefits of Korean cuisine.
London leads the regional charge, contributing £1.18 billion annually to Korean product spending. But it’s not just the capital—Northern Ireland and Scotland are also strong adopters of Korean culture, reflecting a truly UK-wide trend.
Korean Cuisine’s Rising Popularity
Korean food’s rise in the UK is undeniable, with orders on Just Eat increasing by 23% year-on-year and a 76% surge in Korean restaurant partnerships since 2024. Korean fried chicken and kimchi are household favourites, recognised by 32% and 41% of Brits respectively, but there’s still room for growth. Traditional dishes like bibimbap (14%), bulgogi (10%), and japchae (8%) remain relatively unknown, offering untapped opportunities for culinary exploration.
Leigh Phillipson, UK Sales Director at Just Eat, believes cultural trends like the K-Wave are reshaping consumer habits: “Orders of Korean food on Just Eat have grown 23% in the last year alone. With rapid delivery becoming part of our daily lives, it’s easier than ever to bring a diverse range of quality food from your screen to your door.”
Restaurants are seizing the opportunity. Kokodoo, a Korean fried chicken chain, has seen a 300% increase in sales at its Camberwell branch, according to franchise owner Nuruallah Nasim. Similarly, Longdan, a chain of Asian supermarkets, reports a tripling in demand for Korean staples like kimchi, tteokbokki, and the viral Samyang Carbonara noodles.
Squid Game and the Future of K-Wave
The buzz around Korean culture is set to escalate with the release of Squid Game Season 2. Netflix and Just Eat have partnered on a gamified marketing campaign to engage fans further. The campaign includes a playful 30-second advert showcasing customers enjoying Korean meals while watching the show, and a digital game featuring Young-hee’s iconic gaze from Squid Game. Participants have the chance to win a £10,000 cash prize.
Jordan Peters, Netflix’s Senior Director of Brand Partnerships for EMEA, commented: “This partnership with Just Eat brings the world of Squid Game into the homes of millions of fans. From immersive digital experiences to Korean-inspired menus, it’s a celebration of the cultural phenomenon.”
The collaboration also introduces exclusive Squid Game-themed menus at 130 Just Eat partner restaurants across the UK, further solidifying the link between pop culture and culinary trends.
A Win for UK Businesses
Just Eat’s 88,000 UK partners are well-positioned to capitalise on the K-Wave. By integrating culturally relevant dishes into their offerings and leveraging social media, small businesses can tap into this lucrative trend. For consumers, it’s an opportunity to explore the richness of Korean culture—whether through binge-worthy shows, addictive K-Pop tunes, or delectable dishes delivered straight to their door.
As the K-Wave continues to captivate the nation, its impact on the UK economy and culture is undeniable. From London to Belfast, the fusion of entertainment, cuisine, and commerce promises to keep the momentum of this cultural movement alive for years to come.
