"Sweet and Spicy Cookies Score a Perfect 5, Social Media Buzzing... Searches for This 'K-Sauce' Up 575% [K-Holic]"

Korean Traditional Seasoning 'Gochujang' Gains Global Popularity
Expanding Beyond Korean Cuisine—Now Used in Pasta, Cookies, and More
'Swicy' Trend—The Fusion of Sweet and Spicy—Drives Overseas Appeal

Editor's NoteGlobal interest in Korean culture is rising rapidly. Korean-related products and content, such as K-food and K-beauty, are permeating every aspect of overseas consumers' daily lives, far beyond a core group of enthusiasts. [K-Holic] shines a light on the 'Korean wave' being captured around the world and explores why international consumers are focusing on Korea.

'Gochujang', Korea’s traditional red chili paste, is gaining attention overseas as a new ingredient. While gochujang has traditionally been used mostly in Korean dishes like tteokbokki and bibimbap, recently, its use is expanding to Western foods such as pasta and cookies. Analysts note that gochujang’s unique spicy and sweet flavor is winning over the palates of international consumers.

Unconventional Gochujang Recipes Trending on Social Media...Now Used in Desserts

'Gochujang Caramel Cookies' featured in the New York Times (NYT) Cooking section. NYT

Recently, unconventional recipes featuring gochujang have frequently appeared on social networking services (SNS), including TikTok. One particularly popular recipe is 'Gochujang Butter Pasta.' To make it, a sauce is prepared by mixing gochujang, butter, honey, and parmesan cheese, then tossing it with cooked pasta noodles. With the recipe gaining online popularity, GS25, a leading convenience store chain in Korea, actually launched a product using this concept.

International media outlets are also featuring a wide variety of gochujang-based recipes. The New York Times (NYT) Cooking section currently showcases 71 recipes that use gochujang. From gochujang butter noodles and gochujang grilled salmon, to gochujang potato stew and gochujang caramel cookies, the range of applications is diverse.

Recently, various recipes using gochujang have been continuously shared, especially on social networking services (SNS) such as TikTok.

Among these, the gochujang caramel cookies have received reviews from over 11,500 people, maintaining a perfect rating of 5 out of 5. This dessert features a gochujang caramel butter sauce—made by blending sugar, gochujang, and butter—added to cookie dough, set, and baked in the oven. The New York Times describes it as, "Fermented Korean gochujang adds a distinctive flavor to classic sugar cookies." Those who have tried the recipe have left rave reviews, praising the unique combination of gochujang's spiciness and the caramel's sweetness.

This gochujang craze is visible in overseas markets as well. British retailer Waitrose reported that its gochujang sales jumped 71% year-on-year last year, and online searches for 'gochujang' soared by 572% over the same period.

Emily Wolfman, Trend Innovation Manager at Waitrose, said, "As gochujang gains popularity through dishes like Korean fried chicken, more consumers are becoming interested in experimenting with gochujang in various recipes." She added, "Recently, consumers are increasingly seeking 'multidimensional spiciness', enjoying not just heat but also sour and sweet tastes together."

The 'Swicy' Craze: Sweetness Added to Spicy Flavors

Gochujang. Getty Images Bank

The global spotlight on gochujang is thought to be influenced by the 'swicy' trend (a blend of 'sweet' and 'spicy'), which describes flavors where sweetness and heat coexist. Since gochujang delivers not just heat but also sweetness and umami, experts say the condiment is perfectly in line with this prevailing trend.

Growing interest in health has also played a role. Fermented foods like doenjang (soybean paste) and gochujang are known to promote gut health, as beneficial microorganisms develop during the fermentation process. In particular, 'gut health' has become a hot topic among younger generations in the United States, with increasing attention to eating habits and fermented foods that support digestive well-being.

The related market is expected to expand further in the future. According to global market research provider IndustryARC, the global gochujang market is projected to reach $908.3 million by 2030, with a compound annual growth rate (CAGR) expected at 6.5% from 2024 to 2030. The firm cited the global popularity of Korean cuisine and growing preference for spicy food as key drivers of gochujang demand.

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