On January 31, 2024, the renowned Harvard University Education CEO showcased BTS member Park Jimin in their latest case study, shedding light on the transformative impact of K-food's recent surge in global popularity.

The "Spicy Taste Challenge": Jimin's Role in K-Food Globalization

Harvard's case study highlighted the international phenomenon triggered by BTS member Jimin's involvement in the "spicy taste challenge."

This challenge gained traction as fans abroad enthusiastically embraced the trend of consuming spicy ramen, sparked by Jimin's own experience with hot chicken stir-fried noodles during a YouTube live broadcast.

BTS' Jimin: The Catalyst for Business Surge

The comprehensive case study delved into the domino effect of Jimin's influence, accelerating the worldwide popularity of Korean food and catapulting numerous businesses to success.

Notably, the Korean fried chicken brand Chicken Plus experienced a substantial uptick in orders after Jimin featured their offerings in the BTS Monuments: Beyond the Star docu-series.

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Impact on Korean Food Exports

Harvard's research revealed the tangible impact on Korean food exports, citing the Korea Customs Service's report that the estimated 2023 export value of ramen reached an impressive $952 million, marking a 24% increase from the previous year.

China led the pack with $199.48 million in ramen exports, followed by the United States at $105.71 million.

Jimin's Effect Beyond Culinary Ventures

Jimin's influence extended beyond the culinary realm, with his visits to various restaurants leading to a tenfold increase in customer base, mirroring the success seen at establishments like the Japanese restaurant CoCo Ichibanya.

The Hallyu wave, propelled by BTS' global success in the music industry, significantly contributed to the burgeoning interest in Korean food worldwide.

To meet the surging demand from overseas, the K-food sector has expanded its facilities, exemplified by Nongshim's construction of a second factory in the United States.

Similarly, Samyang Foods has dedicated a manufacturing base, Miryang Factory 1, to exports since May 2023, with plans for the completion of Miryang Factory 2 by 2025.

Jimin's Impact on Sales: Chicken Plus and CoCo Ichibanya

Chicken Plus and CoCo Ichibanya witnessed remarkable spikes in sales and profits attributed to Jimin's mention of their offerings.

The global expansion of K-culture, propelled by BTS' success, has transformed K-food into an international culinary powerhouse, drawing widespread attention.

BTS ARMY's Role in K-Food Movement

The dedicated BTS ARMY played a pivotal role in this cultural movement, actively contributing to the success of restaurants and cafes endorsed by BTS members.

Social media platforms, particularly Twitter, were flooded with praises for Jimin, hailed by fans as the "Prince of Korea" for his instrumental role in the K-food globalization success story.

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Written by Cassidy Jones.