The global perception of Korean spicy tuna has been turned on its head, thanks to a viral moment from the international pop star Cardi B. What is typically seen as a convenient, no-frills meal in Korea has now become “Insta-famous” overseas, with international fans rushing to try the food after Cardi B presented it in a live stream.
During a recent live broadcast on Instagram, Cardi B was seen casually making kimbap using a can of spicy Korean tuna, mixing it with rice, adding mayonnaise and wrapping it in seaweed. As he enjoyed the makeshift scroll, he exclaimed enthusiastically, “Koreans are crazy” and called the combination tuna and seaweed “Perfect.”
The clip exploded quickly. An edited version uploaded to YouTube has now surpassed 4 million views, triggering a wave of parody videos and imitation attempts, especially among fans in the United States. This surge in popularity has caused a boom in global demand for spicy tuna, with Korean brand Dongwon F&B now exporting the product to 28 countries, including the United States, Japan, Vietnam and China.
This isn’t the first time Cardi B has led Korean food trends. She previously went viral for her TikTok post praising Korean red ginseng, claiming it worked better than coffee to keep her energized all day.
K-food’s growing global influence is no coincidence: it often begins with subtle but powerful celebrity endorsements. Both through TikTok, YouTubeOR Instagram Storiesstars’ spontaneous “mukbangs” (eating broadcasts) arouse curiosity and trust from fans, especially when food is framed as part of their authentic, personal routines rather than formal endorsements.
Other examples abound: BTS member RM once introduced casually Pokemon bread on his Instagramtriggering a nationwide “open run” frenzy in Korea. Spicy Chicken Ramen and Jjajjaroni Noodles: Enjoyed by BTS members – have since become the hallmark of K-food exports.
Similarly, snacks such as Banana Kick, Shrimp Chips and Pepero have gained popularity worldwide after being seen BLACKPINK‘S Jenny, UIOR BTS‘S Jungkook on TV or social media.
The ripple effect is undeniable. Local convenience stores and overseas e-commerce platforms are reporting increased sales of these K-snacks, contributing to the broader boom in Korean food exports. A great example: after Jenny declared Banana Kick his favorite Korean snack The Jennifer Hudson ShowSnack exports to the United States increased 69% in April, with domestic sales rising more than 40%.
In the age of social media-fueled trends, the “Cardi B effect” proves once again that even the humblest Korean foods can become global sensations: all it takes is one viral bite.
Sources: Daum
