How BTS’ Jimin Sparked a Buldak Ramen Boom: K-Pop’s Unlikely Influence on Global Food Trends
The Power of Fandom: From Viral Mukbangs to Record-Breaking Sales in the Ramen Industry
BTS Jimin’s Surprising Impact Beyond K-Pop
While BTS’s global influence on pop music is well known, member Jimin’s recent spotlight at the 16th Asian Leadership Conference in Seoul has highlighted his astonishing ripple effect in the world of business and economics. On May 22, Pick Entertainment CEO Park Myung-wan recalled the moment in 2020 when Samyang Foods’ chairman publicly thanked Jimin on a popular variety show, emphasizing how vital ‘familiarity’ is in building profitable fandoms in live industries.
The Buldak Ramen Phenomenon
Jimin’s now-iconic moments enjoying Buldak Ramen (Samyang Foods’ spicy ramen) on livestreams quickly went viral. His relatable, tearful reaction to the intense heat drew fans worldwide, catapulting Buldak Ramen to the top of the market—beating competitors like Nongshim for the No.1 position. The trend also saw international participation, with not just Korean and global YouTubers joining the spicy ramen challenge, but American rapper Cardi B also taking part after declaring Jimin as her favorite BTS member.
Major Economic Gains—’Thanks to Jimin’
During a 2022 appearance on SBS Food Talk, Samyang Foods Vice Chairman Kim Jung-soo credited Jimin’s viral mukbangs for record-breaking quarterly revenues for Buldak Ramen. Major media, including Bloomberg, echoed this, declaring that K-ramen is experiencing a ‘second golden age’ due in part to Jimin’s influence.
K-Culture’s Icon & More
Samyang Foods, which was also a main sponsor for BTS’s U.S. concerts, built a new factory in Miryang thanks to surging global demand. From ramen to tteokbokki, dumplings, coffee, and yuja tea, Jimin’s preferences routinely trend across platforms, underlining his status as a global K-culture icon. Remarkably, Jimin is the first and only Korean solo artist to top both Billboard’s Hot 100 and Artist 100 charts, further amplifying his international business impact.
BTS and Jimin demonstrate that the cultural power of idols extends far beyond music—fueling sales, sparking viral challenges, and reshaping the global image of Korean products.
