Transformation of commercial tteokbokki in Seoul after the Korean War: through the lens of newspaper articles

This study investigates the factors influencing the transformation of commercial tteokbokki in Seoul and its consumer base following the Korean War. We analyzed newspaper articles from August 1, 1953, to July 31, 2023, along with related literature, observations, and pers. comm. data. The key factors identified included the South Korean government’s food supply policies, efforts to globalize Korean cuisine, producers’ ingredient modifications, affordable pricing, and diversification of the meeting points for tteokbokki products and consumers. By the 1950 s–1960 s, street tteokbokki, made with flour-based garaetteok and gochujang, emerged. During the 1970 s–1980 s, bunsik shops increased around schools, and tteokbokki evolved into a popular snack among students. In the 1990 s–2000 s, the sale of tteokbokki proliferated across street stalls, bunsik shops, and franchises during the 1997 Asia Financial Crisis. During this period, tteokbokki became a comfort food that instilled a sense of emotional unity among those who must overcome the stress of the economic crisis. Since the 2010 s, the development of tteokbokki home-meal replacement products and the expansion of franchises overseas have transformed it into a nostalgic retro food domestically and K-food that allows people worldwide to experience Korean food and flavors.