K-netizens react to Trader Joe's Frozen Kimbap becoming a viral sensation in the United States

Frozen kimbap produced by a new food company headquartered in Gumi, Gyeongsangbuk-do, is taking the US market by storm.

In less than a month since its launch, it has become an instant sell-out sensation nationwide in the United States. This traditional Korean snack, previously mainly available in Korean markets, struck gold when it found its way into a major local distribution channel in North America.

According to industry insiders on August 22, 'Allgot,' a kimbap manufacturer founded in 2020, commenced sales in North America earlier this month through Trader Joe’s in the United States, and their frozen gimbap is witnessing a tremendous surge in popularity. The initial shipment of 250 tons, containing hundreds of thousands of gimbap rolls, sold out within moments, and preparations are now underway for a second delivery.

The product's name uses the Korean word "Kimbap," and an English description is included beneath it. And it reads, "an assortment of sauteed greens, crunchy root vegetables, and crisp pickles around a base of braised tofu, wraps it all in a layer of rice and seaweed, then slices it into two-or-three-bite-sized rounds." The Frozen kimbap is priced at $3.99.

Allgot stated, "The texture of the kimbap is preserved through rapid freezing at minus 45 degrees Celsius. Each row of kimbap is neatly divided into three sections and packaged in a plastic container, increasing convenience - a key factor contributing to its popularity."

In Korea, a variety of kimbap, such as beef bulgogi and tuna mayo kimbap, are available through various online platforms and convenience stores. However, due to restrictions on meat exports, only vegetarian and tofu kimbap are being supplied in the United States.

The product rapidly gained popularity when a video of someone enjoying the frozen kimbap was shared on social media. A TikTok video featuring a Korean American demonstrating how to prepare frozen kimbap in English garnered 770,000 likes and 3,600 comments in just six days.

Videos on TikTok documenting the product being sold out and the subsequent wait times have also garnered significant attention. Shoppers have even reported waiting eagerly for freshly delivered boxes of gimbap, buying up to 10 at once. Frustrated American customers complain that it's consistently sold out whenever they visit Trader Joe's.

Trader Joe's, with over 560 stores across the United States and owned by the global distribution company Aldi Nord since 1979, is set to play a pivotal role in the product's success. Kim Hee Chul, head of the marketing department in the sales management team, stated, “We have received an invitation to showcase frozen kimbap at the German food fair held at Aldi's headquarters in October. This presents an opportunity for us to expand our sales into Europe.”

The popularity of frozen gimbap isn't limited to the United States. 

Another company, Bokmansa, located in Hadong-gun, South Gyeongsang Province, recently entered the British market with its frozen gimbap. Local authorities are collaborating with agricultural corporations to facilitate K-gimbap exports as part of their broader strategy to promote the overseas sale of local products through tasting events.

After seeing this phenomenon, Korean netizens commented, "What's funny is 'Korean food' was always available to Americans. There were always one or two Korean restaurants in large cities and there are also Koreantowns. But for so many years Americans thought Korean food = dog or trash. Except for Korean food fanatics. It sucks that people are only now realizing 'Korean food is this good?' after so many years. We have been saying 'try try' for so many years but they never did," "I hope imitations don't emerge but they are successful," "Hope they make it bigger," "This has no choice but to be successful since it's almost 10 bucks for a single roll of kimbap in America," "I hope it stays as 'Korean Kimbap'~" and "I wish they included Korean writing on the package."