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Food & Beverage

Hot South Korean entertainment stokes global appetite for 'K-food'

Noodle makers, chicken shops turn to product placement and social media

South Korean company Nongshim, known for its Shin Ramyun instant noodles, has generated over $250 million in sales in the U.S. (Photo courtesy of the company)

SEOUL -- South Korean food companies and restaurant chains are tapping the surging popularity of TV drama series, movies and pop music from their homeland to stoke appetite for their products around the world.

Key ingredients in this culinary push include cameo appearances by what is now sometimes referred to as "K-food" in hit programs, films and K-pop videos, as well as using artist social media accounts to nurture international taste for the country's cuisine.

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