Gourmet Trend Drives Demand for Premium Food Ingredients and Korean Beef

A growing “home gourmet” trend is shifting consumer preferences towards higher-quality food ingredients and specific types of Korean beef, mirroring a broader surge in gourmet culture fueled by cooking competition shows and a desire for elevated at-home dining experiences.

Rise of the ‘Home Gourmet’

The demand for gourmet experiences is no longer limited to restaurants. Consumers are increasingly focused on understanding food ingredients and making informed choices, extending beyond simply seeking quality restaurants. According to 2025 data from the dining reservation platform Catchtable, reservations in high-end dining categories, including Michelin-starred restaurants and omakase experiences, have steadily increased. This trend is also reflected in home cooking, with rising sales of premium ingredients like French fermented butter, Italian extra virgin olive oil, seasonal truffles, and specialty mushrooms at department stores and premium marts.¹

The popularity of cooking entertainment programs, such as the Netflix series ‘Black and White Chef’ and ‘Please Take Care of My Refrigerator 2’, is influencing this shift. Industry analysts note that these shows highlight the chef’s ingredient selection process and detailed recipes, changing consumer perceptions of food quality.¹

Shift in Korean Beef Preferences

This trend is also impacting the Korean beef market. Traditionally, ‘geoseu’ (castrated bull beef) has been the standard due to its ease of grading and consistent marbling. Yet, consumers are increasingly seeking ‘cow Korean beef’ (from heifers), which is known for its delicate meat quality, slower growth rate, and thinner muscle fibers. There’s a growing preference for finer fat marbling and a cleaner meat flavor over simply the quantity of marbling.¹

E-Land Retail Reports Sales Growth

E-Land Retail’s Kim’s Club reported approximately a 10% increase in Korean beef sales in January compared to the same period the previous year.¹ Specifically, the NC Gangseo branch, which recently began testing cow Korean beef, experienced a 51% increase in Korean beef sales. Kim’s Club has expanded the availability of cow Korean beef from two to ten stores to meet growing customer demand.¹ The company reports a noticeable increase in customers specifically asking about cow Korean beef and seeking memorable, high-quality beef experiences.

Expanding Supply Chains and Premium Offerings

To support the increased demand for cow Korean beef, Kim’s Club has secured a network of five specialized farms and established direct contracts to ensure a stable supply.¹ This expansion is fostering a mutually beneficial relationship between producers and distributors.

Shinsegae, a major department store, is also leveraging cow Korean beef as a differentiating factor. For the Lunar Latest Year holiday, Shinsegae increased its supply of its private brand ‘Shinsegae Cow Korean Beef’ gift sets by more than 30% compared to the previous year, focusing on premium cuts like sirloin, ribeye, and tenderloin.¹

The focus is shifting from simple grade competition to emphasizing the unique characteristics and stories behind the products, reflecting a more sophisticated consumer base influenced by accumulated dining experiences.

Kim’s Club representatives state that the spread of gourmet culture is creating an environment where consumers are willing to pay for the difference in ingredient quality and subtle flavor nuances, with cow Korean beef serving as a prime example of this trend.¹