UNLIMEAT Rides the Korean Wave, Leading the Rise of Vegan Korean Cuisine

The second half of 2024 has seen a surge in global interest in Korean culture, fueled by Rosé’s Billboard mega-hit "APT," inspired by a classic Korean drinking game, and the highly anticipated release of Squid Game 2. This Korean wave, or Hallyu, has expanded beyond K-pop and TV dramas to include Korean cuisine, captivating audiences worldwide.
According to Google Trends, searches related to Korean recipes and ingredients increased by 35% between 2021 and 2023. With a growing number of people embracing plant-based diets, interest in vegan Korean food is also rising. In early 2024, searches for “Korean vegan recipes” and “plant-based Korean food” climbed by 20% and 25%, respectively. Meanwhile, a survey from the Plant Based Foods Association reveals that 20% of Americans have incorporated more plant-based foods into their diets over the past year, with Korean cuisine leading the charge.

UNLIMEAT: Innovating Korean Plant-Based Foods
UNLIMEAT began as a sustainability-driven business, turning "ugly produce" - fruits and vegetables discarded due to cosmetic imperfections - into upcycled, nutritious products. By leveraging byproducts like rice bran and defatted soybean flour, it has developed an innovative range of plant-based foods with a distinctly Korean touch.
Starting with its debut in the Albertsons chain two years ago, UNLIMEAT has steadily expanded its U.S. presence. Today, the brand is available at major retailers, including Sprouts Farmers Market and Giant Food, offering unique products that set it apart from competitors in the plant-based market.

A Unique Lineup of Korean-Inspired Offerings
Unlike typical plant-based brands that focus on burger patties and nuggets, UNLIMEAT’s product line emphasizes authentic Korean flavors and dishes. The company has launched a variety of unique options, including Korean Fried Chicken, Buldak (Spicy Chicken) Kimbap, Sausage Kimbap, Frozen Mandu (Dumplings), Jumukbap (Rice Balls), and Gluten-Free Cakes.

In addition to its retail offerings like the Korean BBQ series and Pulled Pork, UNLIMEAT’s online store features exclusive items such as Buldak Kimbap and Korean Fried Chicken. These products showcase the brand’s commitment to creating authentic, high-quality Korean vegan foods that appeal to both vegans and non-vegans alike.

Bridging Cultures Through Food
UNLIMEAT representative shared, “As Korean culture continues to capture the world’s attention, we are excited to bring the authentic flavors of Korea to a growing audience through our plant-based products. Our mission is to make Korean cuisine more accessible and sustainable, helping people embrace plant-based eating without sacrificing taste or tradition.”

By Moon-Kyoo Lee(munch@itdonga.com)