The global demand for South Korean rice cakes has surged, leading to a record-breaking export value last year.
According to the Ministry of Agriculture, Food and Rural Affairs and the Korea Agro-Fisheries & Food Trade Corporation (aT), rice cake exports reached $9.14 million in 2024, approaching the $10 million mark.
This figure represents a 17.5% increase from 2023′s previous high of $7.78 million. Over the past five years, exports have nearly tripled from $3.43 million in 2019.
The United States emerged as the primary importer, accounting for $3.4 million, or 37% of the total exports. Following the U.S. were the Netherlands ($800,000), Vietnam ($670,000), Japan ($430,000), and Canada ($330,000).
A significant factor in this growth is the rising popularity of tteokbokki, a spicy rice cake dish, attributed to the global influence of the Korean Wave (Hallyu).
In 2019, a report by aT highlighted that a video of BTS member Ji-min enjoying tteokbokki garnered attention among international fans. By December 2024, the term “tteokbokki” was added to the Oxford English Dictionary, alongside other Korean words like “jjigae,” a Korean-style stew typically made with meat, seafood, or vegetables in a seasoned broth, and “noraebang,” a private karaoke room where people sing along to instrumental tracks.
A representative from the Ministry noted, “The mainstream adoption of home meal replacements (HMR) and the Hallyu phenomenon have increased the demand for K-snacks, particularly tteokbokki.”
In North America and Europe, rice cakes are gaining attention as gluten-free products. In the U.S., major retailers like Costco and Walmart have begun selling rice cake products, and their popularity on platforms like Amazon has further driven export growth.
Recently, international influencers have introduced “honey rice cake cereal,” where honey rice cakes are added to milk, leading to projections of increased demand in the U.S. and Europe.
In Vietnam, the appetite for tteokbokki is also on the rise. The expansion of S. Korean supermarkets and convenience stores in the region has bolstered sales volumes.
