Kimchi and Gochujang Become French Home Cooking Favorites, ‘Likes’ Soar.

Amid strict lockdowns across Europe to curb the spread of COVID-19, interest in homemade cooking has surged, and SNS live cooking shows featuring K-FOOD have gained attention.

In collaboration with social influencers from France and the UK, aT has been hosting live SNS cooking shows on Facebook and Instagram, showcasing Korean food recipes and guiding viewers on how to purchase Korean ingredients.

The cooking shows featured Hervé Cuisine, France’s first cooking channel creator, and Shisodelicious, a UK-based influencer known for her vegan health recipes. Starting with kimchi in April, various Korean food products were promoted until October. In May, a live cooking show featuring gochujang-based recipes attracted 120,000 viewers, receiving a strong response. The shows also facilitated communication on SNS about product characteristics, where to buy them, and how to use them, helping to drive actual purchases.

Additionally, aT Paris office partnered with leading French online media Cuisine Actuelle and its Korean food promotion website to share recipes, hold K-food quizzes, and give away gift boxes, garnering significant local interest. Earlier this month, CNEWS, a French news magazine, also featured a special report on Korean fermented foods.