From K-Pop to K-Food: How Rosé's 'APT.' Trend Made This Korean Dish Go Viral

BLACKPINK Rosé’s rendition of APT. has unexpectedly shone a spotlight on Korean cuisine, capturing the attention of international audiences. Among the standout dishes are "Spam Kimchi Fried Rice" and "Somaek," a popular Korean cocktail blending soju and beer. Adding to the buzz, unique flavors like Cheongyang chili mayo and dried squid are also making waves globally, drawing admiration from fans and food enthusiasts worldwide.

The song, inspired by a Korean drinking game "Apartment," features a fresh concept and an addictive melody, creating a sensation on domestic and international music charts immediately after its release. Since its debut on the 18th of last month, it not only topped major Korean music charts within a day but also secured the No. 1 spot on Spotify, Apple Music, and YouTube’s global charts, setting a new milestone in K-pop history. The song later climbed to No. 8 on the Billboard Hot 100 and No. 4 on the UK Official Singles Chart Top 100, achieving the highest ranking ever for a female K-pop artist.

The collaboration with Bruno Mars in this music video has also become a major talking point. A scene where Bruno Mars waves a Korean flag and shouts "Cheers" left a strong impression on global fans with its fresh and creative direction. The music video garnered an explosive response, surpassing 200 million views just 11 days after its release.

The Korean dish introduced by Rosé is gaining significant attention. On November 20, she appeared on Vogue’s YouTube channel to share her favorite Spam Kimchi Fried Rice recipe. Adding her own twist to this classic dish, Rosé stir-fried the ingredients in a pan and topped it off with a perfectly cooked fried egg. Her playful commentary throughout the cooking process charmed international fans, further fueling interest in Korean cuisine.

Rosé then revealed, "My favorite drink is Somaek," and demonstrated how to mix soju and beer to make the popular Korean cocktail. She also showcased snacks like Cheongyang mayo and dried squid, which were met with enthusiastic responses from viewers.

Rosé especially captivated viewers by explaining the ideal ratio for Somaek and sharing tips for creating the perfect foam, offering both entertainment and a glimpse into the charm of Korean drinking culture. The video garnered over 4 million views, becoming a huge hit. On social media, fans reacted enthusiastically, with comments like, "Rosé is spreading Korean cuisine to the world."

On the 29th, Professor Seo Kyung-deok of Sungshin Women's University's Department of Creative Convergence shared on social media, "With recent claims in China that dolsot bibimbap is part of their culture, this is a great opportunity to further promote Korean bibimbap internationally." He also highlighted the global exposure of Korean food culture, stating, "Platforms like Shorts and Reels are introducing 'Somaek,' a signature Korean drinking culture, to the world," emphasizing the globalization of Korean cuisine.

Following Rosé's introduction, interest in Hite Jinro's Chamisul soju has skyrocketed. A YouTube video demonstrating how to make Somaek with Chamisul and beer gained traction, with comments like, "Rosé using the red-capped Chamisul? She's the real deal," boosting the brand's popularity. As a result, on November 24, Hite Jinro's stock price closed 6% higher at 21,200 KRW compared to the previous trading day. In response to the surge in interest, the company is preparing social media marketing campaigns related to APT. to capitalize on the buzz.

The global success of APT. is not only dominating the music scene but also shining a spotlight on Korean culinary culture. Industry experts in the food and beverage sector are optimistic that this rising interest could drive a surge in soju exports. Looking ahead, they are strategizing ways to actively promote Korean spirits and their unique social and interactive culture across more global platforms.