At Seoul Retailer in Saidapet, the very first thing that catches your eye while you stroll in are cabinets of Maxim espresso. The brilliant yellow packing containers which have espresso premix sticks are a Okay-drama staple; Music Joong-ki as Vincenzo within the 2021 present of the identical identify, downs cups of Maxim espresso and memorably proclaims that he’ll always remember the aroma of the drink .
“Our Indian clients right here favor the Mocha Gold Gentle variant. Most of them come asking for Maxim after having seen it on Okay-dramas,” says Tamil, a salesman who exhibits me across the retailer.
With the meteoric rise of the Hallyu or Korean Wave that encompasses Korean in style tradition, particularly over the previous couple of years, there’s a demand like by no means earlier than for Korean snacks, meals, and even components. In Chennai’s Korean supermarkets, there’s something for everybody — be it their common Korean clientele, or these from Chennai desirous to get a style of South Korea, one snack at a time.
“Lots of our clients from town come wanting to purchase chopsticks and practise consuming ramyeon with it at residence, and to replenish on Maxim Espresso and BTS Espresso. Yakult ice cream can also be a favorite,” says Anu Mahesh, advertising and marketing director, Seoul Retailer. Chestnut Ice bars, Muscat Grape Ice bars, Corn Ice bars — ice lotions which are formed like a corn cob are new additions to their packed ice cream freezers.
Ice cream variants at Seoul Retailer, Saidapet
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RAVINDRAN R
Analysis and recipes
With a presence in Chennai for over 15 years now, Anu says she has seen a rise in clients coming in to purchase issues they’ve seen on exhibits, and on YouTube movies which embody ‘Mukbang’, or consuming movies. “Most of them are available having researched properly about what they need, and even name in from completely different elements of the State asking for merchandise they’ve seen or heard about,” she says.
Ramyeon variants apart, there are lots of attention-grabbing snacks in Korean shops within the metropolis that folks can attempt. On the retailer. Tamil holds up Nongshim shrimp and squid-flavoured crackers, cans of Bong Bong grape pulp juice, Orion rice crackers, and small bottles of Ginseng root drink, a product a lot marketed on Okay-dramas.
“Our clients see movies on find out how to make dishes like Kimbap, and are available right here to purchase sticky rice, seaweed sheets, kimchi, and different components. We even have frozen mackerel, cuttlefish, squid pickle, and salted shrimps — all of that are imported and utilized in making Korean dishes,” she says.
At SeelaMart in Adyar, I instantly spot small posters of BTS, NewJeans, and IVE on their glass wall close to the doorway. Related photographs of those South Korean music teams dot the partitions across the retailer, and never too distant, actor Park Website positioning-joon’s smiling face is plastered all around the packaging of Bibigo’s roasted seaweed flakes with Korean-style soy sauce.
A buyer outlets at SeelaMart Adyar
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RAVINDRAN R
Vijaylakshmi Govindaraj, SeelaMart’s Chennai retailer supervisor, says she sees fathers shopping for Korean snacks for his or her youngsters, college students from the close by colleges and schools , and Korean households who’ve made town their residence, all come to the shop. Many purchasers, she says, aren’t from the neighbourhood and don’t thoughts travelling lengthy distances to buy.
“We’ve had clients even ask us find out how to make Tteokbokki, and what components to purchase for a similar. Prepared-to-eat variations of a number of Korean dishes comparable to pancake mixes, fish cake soups, and Tteokbokki are favourites right here too,” she says.
Given the variety of new arrivals at frequent intervals, the employees on the retailer are required to attempt them out as soon as, introduce the product, and clarify its style to the purchasers. “As an illustration, Korean diets are ruled by seasons and I encourage our clients to check out honey citron tea now we have out there right here within the winter months,” Vijayalakshmi says.
The shop additionally shares cosmetics, given the rising demand for it. Tables and chairs in entrance of the shop are to encourage clients to sit down there and eat some snacks, and there are plans to make it an area the place folks can decide up some immediate ramyeon and revel in it on the retailer.
Some go-to staples together with ramyeon, kimchi, rice crackers, gochujang, and occasional premixes are additionally stocked at Sakura Fuji Mart in Kaveri Plaza at Nungambakkam. Seoul Retailer’s smaller department close by too have these, along with extra snacks and ice cream.
“Persons are not simply consuming Korean leisure, however need to be uncovered to each a part of the tradition,” says Sanjay Ramjhi, founding father of The Okay-Wave India , a Hallyu and Korean tradition neighborhood primarily based in Chennai. “The Hallyu wave has meant an ever rising curiosity in Korean meals and cosmetics, and over the previous couple of years, there was a particular uptick within the number of merchandise out there right here,” he provides.
Kimchi, and Pepero, a Korean stick cookie out there at SeelaMart, Adyar
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RAVINDRAN R
Sanjay recollects how when he went to SeelaMart in Adyar after it opened earlier this 12 months, he noticed a middle-aged couple confidently shopping for components to make Tteokbokki, and a number of different snacks.
“They most likely knew of all this owing to both them or their youngsters being shoppers of Korean leisure. Even up till 5 years in the past, I might really feel excited if I chanced upon a packet of Shin Ramyun in my native grocery store whereas now, I’m thrilled to see cabinets devoted to this,” he says.