Vegan 2.0: Korea’s Plant-Based Culture Gets a Makeover

Once seen as niche or even radical, veganism in South Korea is undergoing a quiet revolution. No longer limited to hardcore activists or foreign trends, plant-based living is being rebranded—stylish, functional, and deeply local.

In 2025, veganism is less about restriction and more about rediscovery. From upscale vegan cafes in Seongsu to traditional Buddhist temple food in Gyeongju, Koreans are beginning to see meatless meals not as sacrifices, but as cultural reinventions.

“I used to think vegan food was bland,” says 32-year-old designer Choi Haejin. “Then I tried vegan kimchi stew that tasted better than the meat version.”

Social media has played a major role. Vegan mukbang channels, TikTok cooking clips, and influencers like Plantbae and 윤서의 채식일기 have normalized daily plant-based eating. The result? A younger, broader vegan base—motivated by health, taste, and sustainability, not just ideology.

According to a report by the Korea Vegetarian Union, the number of Koreans identifying as flexitarian or vegan-friendly has grown by over 60% since 2020. Major franchises are responding. Starbucks Korea now offers oat and soy as defaults. CU convenience stores stock vegan dosirak. Even fast food chains are developing “녹색 메뉴” (green menus) with growing success.

Importantly, the tone has changed. Gone is the moral pressure. In its place: aesthetic minimalism, gut health trends, and “inner peace” marketing. Brands like Hugg, Rootoot, and Green Table sell plant-based living as elegance—not protest.

But challenges remain. True vegan labeling still lacks regulation. Cross-contamination is common, and many “vegan” dishes still contain fish sauce or meat broth. Experts are calling for clearer standards and more education.

As veganism becomes less about exclusion and more about experience, Korea may not just adopt a food trend—but reimagine how its culinary future looks, tastes, and feels.

Date: 2025-01-27

Reporter: 박근홍