Spicy Tteokbokki Challenge Wins Over Foreign Visitors
Creatrip Team
3 months ago
Tteokbokki (Korean spicy rice cake) is gaining global attention as foreigners share 'spicy challenge' videos on social media. Short clips show visitors trying levels from mild (less gochujang) to extreme (added capsaicin), often tearing up and sweating while filming reactions. Tips like adding cheese to tone down heat are frequently shared. As a popular, affordable street food, tteokbokki topped the list of foods consumed by foreigners visiting Seoul (13.8%), overtaking traditional dishes. K-dramas and variety shows helped boost interest by featuring eating scenes, and creative variations—such as cheese tteokbokki and rose (roje) tteokbokki—add appeal. Rising demand is reflected in exports: processed rice products and sauce exports linked to tteokbokki reached record highs last year. Tourism and food industry experts expect the SNS-driven, experiential trend of spicy-eating challenges to continue growing.
