Kombucha Global Craze... Exclusive Booth Entry in Hong Kong Department Store

K-Food is gaining global popularity. According to a survey by eBay Korea on the 3rd, sales figures in the food category of Gmarket Global Shop, a direct overseas purchase shop, rose 18% in the first quarter of this year compared to the same period last year, with notable growth in processed foods including coffee and beverages.

A representative example of the K-Food craze is the functional tea specialty company ‘TEAZEN’ and its kombucha. When BTS member Jungkook was seen drinking kombucha during a V Live broadcast in February, about a month's supply of kombucha sold out in just three days.

During the broadcast, Jungkook mentioned, “I heard it’s good, so I’m taking two packets of kombucha lemon powder a day.” Following the broadcast, TEAZEN kombucha sparked a heated response, simultaneously boosting the TEAZEN brand value worldwide.

The global craze for kombucha, sparked by Jungkook, has become a hot topic as it secured an exclusive display stand in a Hong Kong department store and became a best-selling item. Relatedly, when a BTS fan posted about this on Twitter, it received over 60,000 likes and 17 million retweets, drawing significant attention.

Overseas media also focused on the kombucha sell-out frenzy triggered by Jungkook. The UK daily Metro recently reported, “As Jungkook’s kombucha drinking scene was widely revealed, export inquiries flooded in, showing the powerful influence of K-pop stars. The BTS Jungkook effect not only caused products to sell out but also had an astonishing impact on corporate growth.”

The US Hallyu-specialized media outlet allkpop also covered Jungkook’s impact on corporate growth, stating, “Interest in kombucha has increased mainly among BTS’s fan club ARMY. A supermarket in Hong Kong set up a large dedicated TEAZEN display, and kombucha sold out.”

As K-culture centered on K-pop gains great popularity among young people worldwide, interest in K-Food is also rapidly increasing.

A TEAZEN official said, “Thanks to ARMY, kombucha’s recognition has rapidly risen to the point of continuous attention and coverage by overseas media, and we are very grateful for the tremendous support given to a small SME. We plan to actively promote growth into a global company exporting TEAZEN products to 50 countries worldwide in the future.”

This content was produced with the assistance of AI translation services.