The global perception of Korean spicy tuna has been flipped on its head — thanks to one viral moment from international pop star Cardi B. What’s typically seen in Korea as a convenient, no-frills pantry meal has now gone “Insta-famous” abroad, with international fans rushing to try the food after Cardi B featured it in a livestream.
During a recent Instagram Live, Cardi B was seen casually making kimbap using a can of Korean spicy tuna, mixing it with rice, adding mayonnaise, and wrapping it with seaweed. While enjoying the makeshift roll, she enthusiastically exclaimed, “Koreans are crazy,” and called the tuna-and-seaweed combo “perfect.”
The clip quickly exploded. An edited version uploaded to YouTube has now surpassed 4 million views, triggering a wave of parody videos and copycat attempts, especially among fans in the U.S. 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 U.S., Japan, Vietnam, and China.
This isn’t the first time Cardi B has driven Korean food trends. She previously went viral for her TikTok post praising Korean red ginseng, claiming it worked better than coffee for keeping her energized all day.
K-food’s rising global influence is no coincidence — it often begins with subtle yet powerful celebrity endorsements. Whether through TikTok, YouTube, or Instagram Stories, spontaneous “mukbangs” (eating broadcasts) by stars spark curiosity and trust from fans, especially when the food is framed as part of their genuine, personal routines rather than formal sponsorships.
Other examples abound: BTS member RM once casually featured Pokémon bread on his Instagram, triggering a nationwide “open-run” frenzy in Korea. Spicy chicken ramen and Jjajjaroni noodles — enjoyed by BTS members — have since become signature K-food exports.
Similarly, snacks like Banana Kick, Shrimp Chips, and Pepero gained global buzz after being seen with BLACKPINK’s Jennie, IU, or BTS’s Jungkook on TV or social media.
The ripple effect is undeniable. Local convenience stores and e-commerce platforms overseas report surging sales of these K-snacks, contributing to the broader boom in Korean food exports. A prime example: After Jennie declared Banana Kick her favorite Korean snack on The Jennifer Hudson Show, exports of the snack to the U.S. soared by 69% in April, with domestic sales rising over 40%.
In the era of social media-powered 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