22 March 2025, Hyderabad: The Korean wave, or “Hallyu,” has now firmly gripped India’s fast-food industry, with global quick-service restaurant (QSR) giants McDonald’s, KFC, and Domino’s betting big on Korean-inspired flavors to attract younger consumers. As same-store sales slow down across the industry, brands are increasingly innovating their menus to keep pace with evolving consumer preferences.
In a bid to tap into the growing popularity of Korean cuisine and culture, McDonald’s India has introduced a range of Korean-inspired offerings, including the Korean McFlurry, Korean McSpicy Tikki Burger, Korean Yuzu Fizz, and Korean-style fries. KFC has followed suit with its Korean ‘Tangy Rolls’, which complement its popular Zinger and popcorn chicken. Meanwhile, Domino’s has launched its first-ever Korean Paneer Tikka Pizza, bringing a fusion twist to its menu.
According to industry experts, this strategic move is aimed at boosting sales and capitalizing on the surging influence of Korean pop culture in India. The QSR sector has witnessed a decline in growth momentum, with revenue of listed QSR companies increasing by just 7% year-on-year in FY25, lower than the 7-9% growth recorded in the previous five years. Analysts at BNP Paribas India note that focusing on product innovation rather than pricing alone is now the key to sustaining business growth in this competitive segment.
Korean Craze: More Than Just Food
The rising popularity of Korean cuisine in India aligns with the broader cultural influence of K-pop, K-dramas, and Korean fashion and beauty trends. The Korean wave has already transformed consumer preferences in segments such as cosmetics, where brands like The Face Shop and Innisfree have gained a strong foothold. Korean noodles, sauces, and snacks have also seen an uptick in demand in supermarkets and online grocery platforms.
“We can’t ignore the Korean wave. If packaged chips and noodles are booming with over 400-500 crore brands, we need to take note of it too. It’s not just a fad—people are looking for some Korean elements in what they eat,” said a senior executive at a leading fast-food chain.
Even global packaged consumer goods players like ITC, HUL, and Nestlé have started tapping into the Korean trend. ITC recently launched a range of Korean-inspired instant noodles, while HUL has expanded its portfolio to include Korean BBQ flavors in its sauce line. Beauty giant Kareena Cosmetics has also stepped in, leveraging K-wave branding to promote skincare products.
Why QSR Chains Are Betting on Korean Cuisine
The fast-food industry in India is currently facing headwinds due to rising inflation and a slowdown in discretionary spending. As a result, brands are increasingly looking at differentiation through innovation rather than simply competing on price.
“What started as a fad has now become mainstream. We believe Korean cuisine will be a game-changer and bring in fresh volumes,” said Sanjeev Agrawal, Chairman of McDonald’s India (North and East).
Market analysts suggest that McDonald’s India’s recent partnership with Westlife Foodworld to introduce a variety of new products, including Korean-inspired beverages, could help the company regain momentum. The QSR market in India is expected to reach ₹69,000 crore by 2025, with new product innovation playing a crucial role in driving growth.
The move by QSR giants to embrace Korean flavors signals a broader shift in India’s food industry, where global influences are shaping menus like never before. As K-pop idols, K-dramas, and Korean beauty routines continue to gain a cult following among Indian consumers, it’s only natural that their food preferences will follow suit.
What’s Next for Korean Food in India?
Industry experts predict that the introduction of Korean-themed fast food could pave the way for more premium and diverse offerings in the coming years. Lotte Choco Pie’s India CEO Mai Suh Vi emphasized that demand for Korean food is only growing, and the time is ripe for businesses to invest in this trend.
“From K-pop to K-dramas, the influence of Korea in India is undeniable. Now, it’s time we have more Korean food to complement that experience,” he said.
With fast-food giants already leading the charge, expect to see more Korean-inspired dishes, from ramen bowls to kimchi burgers, hitting Indian menus soon. Whether it’s a temporary trend or a long-term shift, one thing is clear: the Korean wave in India is here to stay.
Source: Ratna Bhushan, Economic Times
