Americans Are Going Crazy for Korean Food—There’s a K-Food Festival Taking Over Utah

What happens when you combine Korean cupbop with Korean instant noodles? In the U.S., this unlikely K-food fusion is turning heads.

Nongshim recently partnered with Korean-American food franchise CUPBOP to host Cupbop Day and Cupbop in High School events in Utah. The spotlight dish? A hybrid creation called Shin Ramyun Toowoomba, blending two familiar Korean comfort foods into a creamy, spicy, and satisfying mashup—one that’s now gaining popularity across the States.

What Is Cupbop?

Literally meaning “rice in a cup,” cupbop is a Korean-style rice bowl served in a paper container, and it's the signature offering of the CUPBOP brand. Launched as a food truck in 2013, CUPBOP has grown into a Korean fusion powerhouse with 260 stores across the U.S. and Indonesia.

Their menu takes classics like bulgogi, spicy pork, and japchae, and reimagines them for American palates. Cupbop is often described as a “Korean burrito bowl,” where rice, meat, vegetables, and sauce are all mixed together for a fast, flavorful meal.

From Viral Recipe to Official Product: Shin Ramyun Toowoomba

The featured item at the events—Shin Ramyun Toowoomba—originated from a viral recipe shared by Korean netizens in 2016. Inspired by Outback Steakhouse’s Toowoomba Pasta, the DIY dish added ingredients like milk, garlic, onions, shrimp, butter, and cheese to classic Shin Ramyun, transforming it into a creamy, spicy fusion dish.

The trend gained even more attention after celebrities like Sung Si-kyung cooked it on their own shows. Eventually, Nongshim turned this into an official product. Unlike the original powder soup base, Shin Ramyun Toowoomba uses a liquid sauce that creates a rich, creamy broth with less water—bringing indulgent flavor in a ramen format.

K-Food on the Ground in Utah

At Cupbop Day on May 21, held at CUPBOP’s Saratoga Springs store in Utah, over 500 visitors came to try this bold K-food combination: cupbop rice bowls topped with Shin Ramyun Toowoomba and loaded with bulgogi, spicy pork, and japchae.

The following day, Cupbop in High School took place at Corner Canyon High School, exposing even more young American consumers to the next wave of Korean fusion comfort food.

Nongshim’s Expanding Global Footprint

A representative from Nongshim stated, “This collaboration with CUPBOP helped Shin Ramyun feel more familiar to U.S. consumers. We’ll continue exploring synergistic marketing that connects different K-foods.”

This is just one of several global campaigns by the company. In April, Nongshim co-hosted the Seoul in the City pop-up with a Korean restaurant in New York, and even launched a Shin Ramyun street food experience in Machu Picchu, Peru—proving their ambitions to globalize Korean flavors through creative, location-specific events.

How Two K-pop Stars Sparked a Global Craze for Nongshim Snacks

When BLACKPINK’s Jennie appeared on The Jennifer Hudson Show and shared her favorite Korean snacks—from Banana Kick and Whale Snacks to classic shrimp chips—the video instantly went viral, amassing millions of views across platforms. The unexpected spotlight triggered a global snack craze, even influencing the stock prices of Korean food giant Nongshim.

Jennie’s segment introduced a new wave of American viewers to iconic Korean treats, leading to spikes in Google searches, Amazon sales, and investor buzz. Industry watchers dubbed it the “Jennie Effect”—proof that K-pop influence now extends far beyond music and fashion.

Fellow BLACKPINK member Rosé added fuel to the trend during her appearance on LADbible, where she revealed her love for spicy shrimp chips. Her relaxed, relatable food picks resonated with fans, prompting a flood of taste-test videos and social media chatter.

Together, Jennie and Rosé helped turn Korean convenience snacks into global cultural exports—solidifying their role not just as K-pop idols, but as powerful drivers of the Hallyu wave.

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