Chinese Restaurants Worldwide Are Now Becoming Korean Restaurants – U.S. Correspondence by Jay Lee (153)

The 21st Century Is the Era of Korean Cuisine… Position It as Healthy, Healing Food

△ Jay Lee, CEO of J&B Food Consulting

A few days ago, while traveling for both business and leisure in Rome, Italy, and Paris, France, I realized something. In the old streets, historic squares, and neatly kept alleyways of these cities, Chinese restaurants—marked by familiar “CHINESE RESTAURANT” signs—are everywhere, offering a sense of comfort to strangers in a foreign place. Both locals and travelers walk in without hesitation. In a way, “fried rice” has become a common language.

Now, however, another scene is quietly emerging alongside this familiar landscape: signs for Korean restaurants. Bibimbap, bulgogi, kimchi stew—dishes beloved in Korea—now appear proudly on menus in Rome and Paris. If the global spread of Chinese restaurants was a hallmark of the 20th century, then perhaps the 21st century belongs to Korean cuisine. In fact, many Korean restaurants abroad are run by Chinese owners—perhaps even half of them.

Chinese immigrants historically turned to the restaurant business as a survival strategy. When they arrived as laborers during the construction of the U.S. railroads in the West, facing language barriers and discrimination, they created the “Chinese restaurant” as a means to survive. With simple, familiar cooking methods—frying and stir-frying—affordable, quick, and broadly appealing flavors, and the ability to serve the same menu anywhere using locally available ingredients, Chinese cuisine became a cultural fixture worldwide. Even today, from small towns in the U.S. and Europe to remote villages in Africa, fried rice and spring rolls are universally recognized.

Over the past decade, K-pop and K-dramas have captivated audiences across the globe. But what is the tangible connection that turns this cultural affection into part of people’s everyday lives? The answer is Korean food. Music and dramas captivate the eyes and ears, but food wins over the mouth, the heart, and daily habits.

While the number of Korean restaurants is increasing, they have not yet become an ingrained part of daily life. Chinese restaurants are “places you miss when they’re not there,” while Korean restaurants are still “pleasant surprises when you find them.” It’s time to change that order.

Korean cuisine needs stronger cultural storytelling to position it not just as food, but as a healthy culinary culture, a reflection of traditional aesthetics, and a form of healing. The marinated aging of bulgogi embodies the Korean art of patience, while the fermentation of kimchi reflects the wisdom of natural cycles.

This trip reminded me again: Chinese restaurants were the survival base for first-generation immigrants, but Korean restaurants can become the anchor point for the second generation of the Korean Wave. Koreans no longer confine themselves to “Koreatowns.” In a world where Korean culture has entered the mainstream, Korean cuisine can become part of foreigners’ everyday dining habits.

Korean food is ready. The era has begun in which Koreans can open Korean restaurants anywhere in the world.

Feel free to contact us

jay@jnbfoodconsulting.com or 714-873-5566

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