Cardi B’s enthusiastic response to chilli tuna has millions of people scrambling to recreate her treat, turning a casual Instagram Live event into a global Korean food revolution.
The Bronx rapper recently went live on Instagram to share her latest culinary discoveries after shopping at H Mart, the largest Korean grocery chain in the United States.
During the broadcast, she mixed Korean chili tuna with rice and mayo, then wrapped the mixture in gim (Korean seaweed flakes) while delivering unfiltered commentary.
“Korean people are so crazy,” she exclaimed during the live broadcast, adding, “The combination of chili tuna and jim is perfect.”
Her genuine excitement for this simple yet delicious dish resonated with audiences around the world. Edited versions of her mukbang videos have become a hit on social media platforms, with over 4 million views on YouTube alone.
The moment spawned the #GochuTunaChallenge hashtag, with fans and food lovers recreating her exact combination of recipes.
The viral moment resulted in immediate business results for Korean food companies. Riding the wave of international attention, Dongwon F&B expanded chili tuna exports to 28 countries including the United States, Japan, Vietnam and China.
This is the second time this year that Cardi B has inadvertently boosted sales of Korean food.
In March, she posted a video on TikTok praising Korean red ginseng, declaring, “It’s more effective than coffee. I feel awake all day long.”
The video received more than 1 million views in two weeks, triggering what industry experts call an “overseas red ginseng boom.”
The rapper joins a growing list of celebrities whose food endorsements are transforming South Korea’s exports.
BTS members’ love for Buldak Spicy Noodles and Chacharoni has helped these products become global ambassadors of Korean food.
BLACKPINK’s Jennie mentioned Banana Kick as her favorite Korean snack on “The Jennifer Hudson Show” earlier this year, leading to a 69% jump in U.S. exports the following month.
According to the Korea Chamber of Commerce and Industry, South Korea’s food exports have grown significantly, reaching US$7.02 billion last year.
The chili tuna phenomenon shows how authentic celebrity reaction can drive consumer behavior across cultural boundaries, turning a simple grocery store purchase into a global food trend.
