Kai tries butter tteokbokki
K‑pop idol Kai sampled Shanghai’s viral butter tteokbokki on social — the trend is pushing sweet‑savory twists into mainstream street‑food conversation and sending searches for the snack spiking. Celebrity tastings are clearly accelerating cross‑market foodie trends. (x.com)
Search volume for “butter tteok” exploded from roughly 36,000 searches in February to about 6.33 million by March 16, according to analytics cited in coverage of the craze. (kko-kkuri.com) Delivery and marketplace data show the item leapfrogged prior viral sweets — Coupang Eats and Google Trends recorded a jump from near zero to top-search levels for “butter rice cake” in early March. (en.sedaily.com) Major retailers moved quickly: Seven‑Eleven Korea scheduled a phased rollout beginning March 25, GS25 sold out an initial 5,000 preordered units, CU ran daily limited preorders of 10,000 units starting March 16, and E‑Mart24 planned product launches at month‑end. (biz.chosun.com) On the ground in Seoul, small bakeries reported extreme sell‑outs — one outlet’s 150 pieces cleared in eight minutes — and some shops saw peak daily demand near 200 pieces before signs of mid‑cycle cooling. (biz.chosun.com) Researchers and industry trackers point to the same amplification mechanics seen in prior K‑food fads: a single viral post or influencer push can trigger rapid search and sales spikes that firms race to monetize. (sciencedirect.com) Retailers and café operators are already warning the trend’s lifecycle is short; industry reporting notes rapid initial demand followed by swift declines in daily sales just weeks after launches. (koreajoongangdaily.joins.com)
