Red chili powder, made by drying and grinding red chili peppers, is an essential spice and ingredient in Korean cuisine. It plays a key role in iconic dishes such as kimchi, stews, salads and braised dishes, imparting a distinctive spicy flavor. For Koreans who grew up eating kimchi, dishes seasoned with red chili powder hold a special place in their hearts. This deep connection is particularly evident during the winter kimchi-making season, when families seek out the finest red chili powder, knowing that its quality and quantity significantly affect the flavor and overall quality of their kimchi. In Korea, regions such as Sunchang and Cheongyang are known for producing the highest quality red chili powder. In Japan, the growing popularity of Korean cuisine, driven by the Korean Wave (Hallyu), has led to the increased use of Korean red chili powder. Korean food is now widely available in Japan, with many restaurants in Koreatowns using authentic Korean ingredients, including red chili powder. Unlike Chinese red chili powder, which is prized primarily for its heat, Korean red chili powder boasts a more complex flavor profile that balances heat with subtle sweetness. This nuanced flavor has earned Korean red chili powder a premium reputation among Japanese consumers. As kimchi consumption continues to grow in Japan, more consumers are turning to Korean red chili powder for its bold and authentic flavor. Korean red chili powder is also readily available on Japanese online marketplaces such as Rakuten and Amazon Japan. Popular brands include Chung Jung One’s Taeyangcho Red Chili Powder, Jongga’s Domestic Red Chili Powder, HanSaeng’s 100% Korean Red Chili Powder, and Sempio’s Red Chili Powder. Customers who have purchased these products often leave glowing reviews such as, “I ordered this to make my own kimchi. It tastes excellent” and “It adds a vibrant color to my kimchi and has a pleasant aroma with a mild, smooth heat.”

In conjunction with the 2024 MAMA Awards, the Korea Agro-Fisheries & Food Trade Corporation (aT) hosted a promotional event in Japan, introducing local consumers to Korean cuisine through immersive tasting experiences. The MAMA Awards, organized by CJ ENM, is an annual music event aimed at expanding the global reach of Korean music across Asia and beyond and facilitating cultural exchanges among various countries. In 2024, the event was hosted in Los Angeles and Japan. The 2024 MAMA Awards were held at the Kyocera Dome in Osaka on November 22 and 23. In line with the event's goal of appealing to Millennial and Generation Z consumers, a K-food food truck was on hand to offer unique Korean food experiences. Approximately 80,000 attendees were exposed to an extensive range of Korean foods, including samgyetang (ginseng chicken soup), kimchi, luncheon meat, sujebi (hand-pulled dough soup), tteokbokki (stir-fried rice cakes) and various sauces. The event aimed to stimulate interest in K-food among Japan's key consumer demographic. The promotion featured two themed areas: a Tasting Experience Zone and a K-food Logo Promotion Zone. The Tasting Experience Zone used a food truck to serve visitors distinctive Korean dishes. With its eye-catching design, the food truck attracted the attention of the crowd and offered innovative recipes that piqued curiosity. Highlights included "Kaegetang," a blend of curry and samgyetang, and "Luntteok Luntteok," skewers of fried luncheon meat and rice cakes paired with Korean sauce. QR codes provided on site allowed visitors to access recipes and recreate the dishes at home. The K-food Logo Promotion Zone worked to reinforce K-food's premium image, showcasing branding content developed by the aT Tokyo office, promotional videos and product giveaways to attract and engage visitors. This initiative aimed to engage younger generations through interactive K-food experiences, while raising awareness of the K-food brand. Pre-event promotions were conducted through the official MAMA Awards social media channels, which have around 900,000 followers, as well as the Tokyo office's SNS platforms. This event not only provided participants with the opportunity to taste a variety of Korean cuisine, but also contributed to the expansion of Korean food sales. Going forward, aT plans to promote Korean food in conjunction with various events that provide opportunities to reach a wide range of consumers.