GYEONGJU, North Gyeongsang Province — While diplomacy and trade dominate the official agenda, the 2025 Asia-Pacific Economic Cooperation (APEC) summit in Gyeongju has become an unexpected stage for K-Food, offering delegates and international media a delicious deep dive into Korea's culinary culture, from beloved comfort foods to local specialties.

The Bomun Tourist Complex, the hub for the APEC meetings, is buzzing with promotional activities designed to showcase the nation's diverse flavors. A dedicated K-Food promotion area near the International Media Center has become a magnet for visitors, drawing long queues eager to sample iconic Korean snacks.

Comfort Foods and Local Delights Steal the Show 

The air near the media center is filled with the tantalizing aroma of Korean favorites. Brands like Nongshim and Kyochon Chicken are crowd-pleasers, with instant noodles and fried chicken proving to be a universal hit. Nongshim’s booth, in particular, is a focal point, promoting its flagship Shin Ramyun in a collaboration with the Netflix animated series "KPop Demon Hunters." Foreign visitors are lining up for a chance to try the limited edition Toowoomba flavored Shin Ramyun, a creamy, spicy pasta-inspired variety that has gained immense popularity in Korea.

Beyond the major national brands, Gyeongju's local culinary heritage is being celebrated. The sweet, red bean paste-filled pastries have been an overwhelming success. Visitors are sampling chalbori-ppang (barley bread) from local bakery Danseokga, and the city's famous Hwangnam bread, a soft pastry with a rich red bean filling, is being served inside the media center. These local delicacies are being featured alongside modern treats, including limited-edition pastries from Paris Baguette.

North Gyeongsang Targets Global Palates 

Local authorities are seizing the opportunity of this major international gathering to boost the profile and exports of regional food and agricultural products. The North Gyeongsang provincial government has set up a distinct pavilion at the APEC Business Exhibition Hall in Gyeongju Expo Park under the theme, "Gyeongbuk K-Food: Connecting Past and Present."

The exhibition is strategically divided into four sections: traditional liquor, export-oriented agricultural products, fresh produce, and processed foods. Highlights include showcasing premium local produce like grapes, apples, and Korean melons, and promoting traditional beverages such as Andong soju and various makgeolli (rice wine). The pavilion also highlights the global competitiveness of K-Food, featuring globally popular items like frozen gimbap (seaweed rice rolls), instant noodles, and tteokbokki (spicy rice cakes) that are fueling the Korean Wave.

While some organizing officials noted that the location of the main food promotion area could be closer to the media center for maximum convenience, the consensus is that the summit offers an invaluable platform. As North Gyeongsang Governor Lee Cheol-woo stated, the APEC meeting is viewed as a "decisive opportunity" for the regional agri-food industry to expand onto the global stage and solidify the province's reputation as a leading K-Food center. The strategic showcasing of Korean cuisine at the summit underscores a broader trend: K-Food's emergence as not just a cultural export, but a significant diplomatic and economic asset.