Samgyeopsal is gaining global appeal. Thanks to the popularity of Korean dramas and TikTok, foreigners are embracing the dish—often grilling it on traditional iron lids. (Screenshot from TikTok)
SEOUL, August 1 (Korea Bizwire) – Once regarded as a beloved and affordable comfort food, samgyeopsal—Korean pork belly—has reignited public debate, with customers increasingly voicing frustration over high prices and excessive fat content in their orders.
The latest controversy erupted when a YouTuber named “Kkujun” posted a video from a restaurant in Ulleungdo, claiming that a 15,000-won ($11.50) serving of pork belly consisted mostly of fat. The video went viral, racking up over 2.8 million views, and drew fierce backlash online.
One commenter likened the pork to grease used to oil a grill. The restaurant was ultimately hit with a seven-day suspension for violating food hygiene laws, and the Ulleung County mayor issued a public apology.
Korean samgyeopsal is one of the most iconic meat dishes in Korea. It is made by seasoning pork belly cuts — typically from the neck area — with salt, pepper, soy sauce, and sugar, then grilling them over charcoal for a rich, smoky flavor. (Image courtesy of Getty Image Bank/CCL)
This isn’t an isolated case. Last year, a viral post described a disappointing meal of fatty pork belly in Jeju costing 150,000 won ($115), and a separate controversy in Incheon involved excessively fatty pork in return gifts for a local donation drive. In both cases, businesses issued apologies and were removed from public vendor lists.
Pork belly is culturally significant in Korea, often associated with affordable indulgence. Traditionally, it gained popularity in the 1980s due to its lower cost and unique balance of fat and meat.
However, guidelines on fat content remain advisory. The agriculture ministry recommends trimming fat to under 1 cm, but enforcement is not mandatory due to logistical and economic challenges.
Experts note that some fat is essential for the grilling experience. “Fatless meat chars too quickly,” said Professor Jeong Gu-yong of Sangji University. “Restaurants should clearly explain the fat content and trim excess ‘block fat’ to maintain quality.”
Rising prices have also contributed to discontent. In Seoul, domestic pork belly averages 3,000 won per 100g, outpacing other pork cuts. Imported pork belly, once a budget alternative, has also seen prices climb by over 10% in the past year, narrowing the gap with domestic offerings.
Despite these challenges, samgyeopsal is gaining global appeal. Thanks to the popularity of Korean dramas and TikTok, foreigners are embracing the dish—often grilling it on traditional iron lids. Influencers like Canada’s Logan Moffitt have helped turn pork belly into a gateway to Korean culture, with videos of samgyeopsal experiences reaching hundreds of thousands of views.
What was once a humble staple of Korean dining tables is now a global food trend—though in its homeland, it remains a lightning rod for debates about quality, cost, and culinary expectations.
Lina Jang (linajang@koreabizwire.com)
