How Foreign Tourists Are Discovering K-Food Through Local Delivery Apps in Korea

Foreigners are increasingly ordering Korean food through domestic delivery apps, turning "K-delivery" into a new tourism trend in South Korea. According to verified industry data, the volume of payments made by foreign tourists via delivery platforms has surged dramatically, reshaping how international visitors experience Korean cuisine and culture.

K-Delivery Trend Takes Off The phenomenon, dubbed "K-delivery," reflects a growing preference among foreign tourists to order Korean dishes (K-food) through local delivery apps like Baemin (operated by Woowa Brothers) rather than dining at restaurants. This shift has been particularly pronounced in major tourist hubs such as Myeong-dong, Hongdae, Itaewon, and Jeju Island, where demand for delivery services has skyrocketed.

Data from Woowa Brothers, the company behind Baemin, reveals a 14-fold increase in foreigner payments through its platform in April 2026 compared to the same month the previous year. The surge began accelerating at the end of 2025, with year-on-year growth of 300% in December and sustained momentum into the first quarter of 2026.

Why the Shift? Industry analysts attribute the trend to the global popularity of K-content, including Korean dramas, movies, and social media, which have sparked curiosity about authentic Korean cuisine. Foreign tourists—particularly those influenced by K-pop, K-dramas, or food-related content on platforms like TikTok and Instagram—are now using delivery apps to replicate the flavors they’ve encountered online.

Baemin has adapted to this demand by expanding its support for foreign languages (English, Chinese, Japanese) and integrating global payment methods, including overseas credit cards, WeChat Pay, and Alipay Plus. These features have made it easier for international visitors to navigate the service, further fueling the trend.

Tourism Implications The rise of K-delivery highlights how digital platforms are reshaping traditional tourism models. Rather than visiting restaurants, foreign tourists are opting for the convenience of ordering meals to their accommodations or local gathering spots. This shift not only benefits delivery companies but also aligns with broader efforts to promote Korean culture through technology and accessibility.

While the trend is still evolving, industry officials suggest it may become a permanent fixture in Korea’s tourism landscape, particularly as more travelers seek immersive yet low-effort cultural experiences.

Source: Primary data from Woowa Brothers (Baemin) as of May 13, 2026.