Forget Broth—Korea’s MZ Generation Swears by This Unexpected Hangover Cure

When it comes to curing a hangover, Koreans have long relied on hot soups like soybean sprout gukbap, ramen, or spicy jjampong. But among the MZ generation (Millennials and Gen Z), a surprising new hangover cure has taken the top spot: hamburgers.

According to a study by Data Marketing Korea, hamburgers ranked #1 in hangover-related food searches from December 2021 to December 2022. Following behind were soybean sprout gukbap, ramen, jjampong, and spicy pollock stew.

The shift toward fast food as a go-to hangover remedy can be attributed to three key factors:

Accessibility: With many fast-food outlets open 24/7 or early in the morning, grabbing a burger is easier than waiting in line at a traditional restaurant.

Delivery Convenience: The post-COVID-19 surge in delivery services makes it easy for young consumers to enjoy burgers from the comfort of home.

Influence of Global Trends: Western hangover remedies like burgers, pizza, and fries have been popular abroad for years. With the MZ generation’s sensitivity to global trends via social media, it’s no surprise this habit has made its way to Korea.

K-pop Idols as the Face of Fast Food Brands: Many K-pop idols including global superstars such as BTS, NewJeans and (G)I-DLE's Soyeon have been selected to represent global burger franchises including McDonald's and Shake Shack.

Beyond the trend factor, there’s some science behind why burgers could help with hangovers:

Tomatoes contain lycopene, a powerful antioxidant that aids in the breakdown of acetaldehyde, a byproduct of alcohol.

Cheese is rich in B vitamins, which protect the stomach lining and promote glutathione production, helping to detoxify the liver.

Protein-packed patties support liver function, and shrimp patties (rich in taurine) further aid liver recovery.

Carbs from the bun help raise blood sugar levels, alleviating fatigue and dizziness often associated with hangovers.

Pros:

- Satisfies hunger quickly with a filling, balanced meal.

- Convenient access through fast-food locations and delivery apps.

- Nutrient-dense ingredients, including tomatoes, cheese, and proteins, contribute to recovery.

- Budget-friendly and easy on the wallet.

Cons:

- High fat content could irritate the stomach.

- Excess sodium may lead to dehydration.

- Longer digestion times could delay the relief of hangover symptoms.

- Sugary sodas often paired with burgers may cause blood sugar spikes and potential health risks.

How Does It Compare to Traditional Hangover Foods?

Soybean Sprout Gukbap: Rich in aspartic acid, which promotes alcohol breakdown and hydration, though it takes longer to prepare.

Ramen: Quick and convenient but high in sodium, which may worsen dehydration.

Jjampong: Packed with seafood for hangover relief, but its spicy nature may be overwhelming for sensitive stomachs.

The Fast-Food Industry Responds

With this trend gaining momentum, major burger chains in Korea are adapting by expanding their breakfast menus and introducing lighter, stomach-friendly options. Some brands have even begun marketing burgers specifically for hangover relief.

Experts suggest that this trend reflects more than just a passing craze—it signals a fundamental shift in food culture. By blending the effectiveness of traditional remedies with modern, fast-paced lifestyles, a new hangover culture is emerging.

Whether burgers will permanently dethrone traditional options like soybean sprout gukbap remains to be seen. But one thing is clear: the changing preferences of the MZ generation are reshaping even Korea’s centuries-old hangover rituals.