K-wave on the fast-food menu

For 24-year-old Gen Z consumer Nisha Popli, Korean flavours, especially spicy sauces, bring a special appeal to fast food. She feels they add a bold kick and elevate the taste without losing that familiar Indian comfort.

“A touch of gochujang or a kimchi-style spice makes everyday dishes more exciting, while still keeping them easy to enjoy regularly,” she says.Like Nisha, many Gen Zers are quickly shaping the consumption patterns of food. A recent survey by a food delivery platform found that Gen Z accounted for 27% of all Korean food orders over the past year, making them one of the driving forces behind the cuisine’s growing popularity in India.A Korean twist to everyday foodSpeaking about her love for the Korean flavour, Gurgaon-based Lomani Dalai (25) expresses, “If masala is Bollywood, then gochujang is the K-drama hero — dramatic, fiery, and a little addictive. It makes the perfect cameo in fast food. Ordering Korean flavours has become the adventurous fix for midnight cravings, when taste buds want more than just the plain and predictable.” She adds, “I’d rather have a little kimchi in my samosa than a plate of authentic kimchi fried rice.

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Why Korean flavours resonateExperts state that Korean flavours resonate in India because they combine heat, tang, sweetness, and umami — layered boldly, yet in ways that feel instantly familiar. Dhruv Kohli, founder of a Korean-Indian fusion QSR, says, “Both cuisines thrive on powerful, layered flavours. A Honey Sriracha Paneer Burger — crisp fried paneer with a sweet-spicy glaze — excites while still feeling recognisable. Similarly, Buldak Fried Chicken brings crispiness, spice, and a sweet-heat sauce, creating the balance Indians love: texture, layers of spice, and a hint of sweetness.

”Growing popularity in non-metro cities

(as per a food delivery platform)