TikTok Korea and Kearney said a new K-culture wave is turning online curiosity into real consumer spending, with creators like Jittomeok helping drive interest in Korean food, beauty, fashion and travel. The report was unveiled at Hotel Eliena in Gangnam District, Seoul, on Wednesday. It projects TikTok-driven global economic impact from K-culture will rise 30 percent from 31.37 trillion won in 2026 to 40.64 trillion won by 2030.
Jung Jae-hoon, head of operations at TikTok Korea, speaks during the K-Culture on TikTok press conference at the Hotel Eliena in Gangnam District, Seoul, Wednesday. Courtesy of TikTok Korea
For global fans watching content creator Jittomeok, whose username is @daygamin on online platform TikTok, broadcast her Korean food "mukbangs," falling in love with K-culture no longer stops at the screen.
Through live interactions with her 1.1 million followers — particularly across Southeast Asia — what begins as curiosity about a dish quickly transforms into everyday lifestyle choices, from buying Korean cosmetics in Thailand to booking flights to Seoul.
Her story offers a vivid window into a broader cultural shift. Speaking as an invited guest at a press conference at the Hotel Eliena in Gangnam District, Seoul, Wednesday, Jittomeok described how short-form video is reshaping global cultural exchange.
