CNBC reported on the 22nd that “a dish of Swicy has taken over the menu of American restaurants.” It also explained that Korean red pepper paste is used as the main seasoning for popular menus.
“Swicy” is a combination of Spicy and Sweet. It is widely used as a term for spicy and sweet food throughout the U.S.
According to CNBC, several popular menus contain various additives such as red pepper powder, red pepper paste, and honey.
Representative examples include the famous burger franchise Shake Shack’s “Korean Chicken Sandwich” and Starbucks’ “Spicy Lemonade Refresher.”
Earlier this year, Shake Shack introduced a sandwich with chicken breast seasoned with red pepper paste and white kimchi coleslaw. It also introduced a Korean-style BBQ burger and fries with kimchi seasoning.
According to market research firm DataSchool, about 10 percent of all restaurant menus in the U.S. are made up of “Mapdal” food. The figure represents an increase of 1.8 percentage points year-on-year. The industry predicts that the figure will increase by 9.6 percent over the next four years.
U.S. Generation Z is at the center of the “taste of Korea” craze. NC Solutions, another market research firm, said more than half of Gen Z consumers are proud of the taste.
JULIE KIM
US ASIA JOURNAL
