Baek Byung-yeul is a journalist at The Korea Times focused on cultural content, including films and cultural events in South Korea. You can contact him at baekby@koreatimes.co.kr to share your insights.
'Bomdong' bibimbap emerges as new food trend, supplanting Dubai chewy cookie
Kang Ho-dong eats bomdong bibimbap, a dish of rice mixed with spring cabbage, on KBS TV’s 2008 show “2 Days & 1 Night.” Captured from KBS YouTube
By Baek Byung-yeul
Koreans are moving away from viral sweets and falling in love with healthy seasonal greens.
While Dubai chewy cookies, a chocolate treat filled with pistachio cream and crunchy kadayif pastry, recently dominated the nation's tastebuds, the spotlight has abruptly shifted to "bomdong" bibimbap, a dish featuring seasoned cabbage over rice.
According to the Korea Agricultural Marketing Information Service (KAMIS), bomdong is a type of spring cabbage primarily cultivated in the southern coastal regions of South Jeolla Province.
Its sudden popularity is being fueled by a retro meme involving a 2008 episode of the variety show “2 Days & 1 Night,” where comedian Kang Ho-dong enjoyed a large bowl of the simple dish. A short-form video of this 18-year-old clip has recently surpassed 5 million views and search interest for spring cabbage reached the peak score of 100 on Feb 28 on Google Trends.
People in the food industry say this shift is happening because many are tired of unhealthy desserts and want meals that are affordable, easy to prepare and built around seasonal ingredients. A single Dubai chewy cookie can contain up to 600 calories, whereas a head of spring cabbage offers a nutrient-dense alternative at a fraction of the calories.
The Korea Agro-Fisheries & Food Trade Corp. notes that bomdong is an important spring vegetable, rich in minerals and vitamins. It contains only 23 calories per 100 grams, and is packed with vitamin C and calcium. Notably, it retains much of its nutritional value even when cooked.
South Jeolla Province accounts for more than 90 percent of the national production. Although the cabbage is traditionally planted in September and can be harvested starting in November, those grown between January and March are preferred for their sweetness and crunchy texture.
YouTuber Woojunging introduces bomdong bibimbap, a traditional seasonal spring cabbage dish that is currently trending on social media. Captured from YouTube
The surge in demand has significantly impacted the market. KAMIS data shows that the average wholesale price for 15 kilograms of top-grade spring cabbage at Garak Market in Seoul reached 36,281 won ($24.8) on Feb. 28, up about 60 percent from 22,618 won on Jan. 3.
The retail industry is moving quickly to capitalize on this trend. Convenience store chain GS25 recently announced the launch of a bomdong bibimbap lunchbox. The company said it aims to meet the demands of young consumers seeking out seasonal ingredients that they discover through online trends.
Many observers say the cycle of food trends is accelerating as social media shortens the time between viral content and consumer behavior. While desserts tend to spike in popularity, the current enthusiasm for spring cabbage points to a growing appetite for healthy, budget-friendly options that people can easily prepare at home.