AMMAN — Hundreds of visitors gathered in Amman over three days as the “Taste of Korea — K-POP Edition” festival transformed the supermarket into a showcase of Korean cuisine, music and contemporary culture, highlighting growing cultural and commercial ties between Jordan and the Republic of Korea.

 

Organised by the Korean embassy in Jordan and the Commercial Section of the embassy (KOTRA Amman), in cooperation with local partners, the festival ran from August Thursday to Saturday.

 

The event built on the momentum of the “Ya Hala, Meet Korea” festival held in July, while continuing the Korean Food Week initiative, which has been organised in Jordan for the past seven years.

 

Throughout the three-day event, visitors sampled a wide range of Korean dishes and products, while tasting stations, K-POP music and interactive activities created a lively atmosphere.

 

Long queues formed at food stands as families, young people and Korean culture enthusiasts explored flavours that have become increasingly familiar through Korean television dramas, films and music.

 

The festival featured popular dishes including tteokbokki, gimbap and Korean fried chicken, alongside a variety of Korean beverages. It also introduced visitors to products that had not been showcased during the previous festival due to logistical constraints.

 

Organisers said that interest in Korean cuisine in Jordan has grown “significantly” in recent years. While Jordanian consumers were once largely familiar with Korean instant noodles, demand has expanded to include traditional dishes such as kimchi, bibimbap, bulgogi and tteokbokki.

 

Ingredients such as seaweed have also found their way into meals prepared in Jordanian households, reflecting the growing familiarity with Korean cuisine.

 

The increasing popularity of Korean food has also generated greater interest in learning how to prepare authentic dishes.

 

Organisers said that culinary demonstrations and food-related events regularly attract visitors eager to learn about Korean cooking techniques and ingredients, with many expressing hope that future festivals will be held over a longer period.

 

The global success of K-dramas and K-POP has encouraged many Jordanians to explore Korean traditions beyond entertainment, fostering greater curiosity about the country’s cuisine, lifestyle and cultural heritage.

 

A key objective of this year’s festival was to ensure that interest in Korean food extends beyond the event itself. Korean restaurant Bistro Manna and The Venti, described by organisers as the first Korean coffee franchise in Jordan, offered complimentary tastings throughout the festival.

 

Cozmo also expanded its selection of Korean food products, providing consumers with year-round access to a wider variety of items.

 

The festival’s reach extended beyond the venue through social media, with a regional influencer with more than two million followers sharing the experience with a wider online audience.

 

Korean Ambassador to Jordan Kim Pil-woo said that cultural and culinary exchanges continue to strengthen mutual understanding and friendship between the two countries, adding that the growing popularity of Korean culture presents new opportunities to deepen bilateral relations.

 

Hanna Kim, director-general and commercial attaché of KOTRA Amman, said that the growing popularity of Korean food, music and lifestyle in Jordan reflects the strengthening ties between the two countries.

 

She noted that such events serve as a bridge for greater cultural understanding while also creating new opportunities for trade and business cooperation.

 

The enthusiastic response to the festival underscored the growing popularity of Korean culture in Jordan, with expanding access to Korean restaurants, cafés and supermarket products helping to strengthen ties between the two countries at both cultural and commercial levels, Kim added.