While people are craving memorable and immersive experiences, there's no longer a singular definition of what this might look like. Some are embracing maximalist hedonism through clubbing and extreme tourism, while others are tapping into more gentle, inward-looking, and contemplative experiences.

First came K-pop, then came K-beauty. Now, the latest instalment of the K-wave has arrived in the UK in the form of cooking. Korean cuisine is taking off among UK foodies, with dishes such as kimchi, tteokbokki, and Korean fried chicken all appealing to British taste buds.

Enter noodle paradise at Hongdae’s Ramyun Library! As South Koreans and international tourists seek alternative gastronomic experiences, the ramen-themed convenience store created by CU is becoming the hottest destination, offering high-quality goods and ‘control’ in enjoying the iconic Korean dish.

K-food is making its mark on Japan’s food market with the growth of quick-fix frozen Korean-style meals. People are increasingly looking for authentic global food experiences and convenience, and they are taking the lead from wider cultural phenomena to find inspiration.

Dishoom, a staple of London’s restaurant scene, blends tradition with innovation by bridging a nostalgic retelling of Bombay (now Mumbai) with London’s modernity. Immersive dining, artful merchandising, and high-quality service appeal to consumers who want to expand their dynamic culinary terrain.