Paldo ramen, K-dramas, and the making of a Gen Z comfort food

A college dorm in Mumbai. 11 PM. Exhausted from exam preparations, Priya, 23, felt hungry. She was about to open a delivery app when she pulled out a pack of Paldo ramen from her desk drawer. "Rs120 is cheaper than delivery fees," she thought. Three minutes later, she posted a photo of the steaming red broth on her Instagram story. The caption was simple: "Late night study buddy."This is how Paldo is conquering India. No advertisements. No celebrity endorsements. Just Rs 120, 3 minutes, and real taste.In India's rapidly evolving food culture, Korean ramen has become Gen Z's new staple. At Korea Street Fair 2025 (KSF), organised by K-Vibe World (IBS), the event drew a large crowd, with Paldo at the centre of the experience. Content created by influencers surpassed 10 million views. But behind the numbers lies a more fascinating story.The Taste from K-Dramas: When culture becomes foodIn front of Paldo's booth at KSF 2025, Arjun, a college student from Delhi, waited for an hour. "I wasn't bored. I spent the time talking about 'Crash Landing on You' with people around me." When his turn came, he pulled out his smartphone to take photos at the 'Han River Ramen Experience' zone. The backdrop showed a Han River night view poster, while steam rose from the Paldo Volcano bowl in his hands."It became my most-liked Instagram photo. Everyone asked, 'Where did you buy it? Is it good?' That week, our class group chat organized a bulk order of Paldo ramen."This is the magic Paldo created. They didn't sell just a bowl of ramen, they sold a cultural experience. For Indian Gen Z raised on K-dramas, Paldo isn't just instant food. It's a slice of the life they saw on screen, the night air of Seoul, the conversations shared by main characters, all in one bowl.Sneha, 26, working at an IT company in Bengaluru, says: "At first, it was curiosity. I wondered about the ramen Gong Yoo ate in 'Guardian.' But after trying it... this is the real deal. It's spicy, but not just hot—there's umami. Now I eat it twice a week."Creators proved the real tasteThe Paldo K-Food Influencer Contest, organised by the Korea Tourism Organization (KTO) and IBS, brought together 15 micro-creators whose content saw significant reach and engagement. But the numbers weren’t what mattered most.Meera, a 22-year-old food blogger from Pune with 50,000 followers, created six fusion recipes in collaboration with Paldo. 'Desi Style' with Paldo Kimchi ramen, paneer, and cilantro. 'Cheese Bomb' with Volcano topped with cheese and eggs. 'Crispy Chaat' made with crushed ramen. Her reels hit 1.5 million views in two weeks."The comments were insane. 'Where can I buy this?', 'Does it really taste like that?', 'I can't handle spice, will this be okay?' People don't trust ads. But they trust someone like me who actually tried it."Karthik, a 21-year-old college creator from Chennai with 30,000 followers, takes a more direct approach. "I wasn't sponsored. I just tried it at KSF, thought it was genuinely delicious, and filmed a video. I wanted to tell my friends 'you gotta try this.' I didn't expect 600K views."Gen Z trusts imperfect sincerity over perfect ad copy. Shaky cameras, rough editing, honest "wow, this is really spicy" reactions. This was Paldo's real marketing. A chain reaction of trust created by 15 creators.At KSF, Paldo's booth wasn't just a tasting space. It became an endless content loop, creators filming live, visitors queuing after watching those videos, other visitors filming that scene and posting it online.The Rs 120 revolutionRahul, 24, a graduate student from Hyderabad, says: "Honestly, I bought it because of the price at first. I'm a student. But after trying it, this isn't Rs 120 taste. It's worth at least Rs 300. The noodles are different. Chewy and they don't break apart."Paldo's success equation is simple: Affordable price + Real taste + Cultural resonance + Creator authenticity. Add 3-minute convenience. Everything Indian Gen Z wants fits in one Rs 120 pack.Not ramen, but a lifestyleMumbai's Priya now stocks up on Paldo. "My three roommates each buy different flavors and we share. Monday is Kimchi, Wednesday is Volcano, Friday is Hwa. It's our exam season routine."Paldo is no longer 'Korean ramen' in India. It has become 'my ramen.' A companion for all-nighters, a dorm party menu with friends, comfort for solo diners, content material for creators.KSF 2025 has ended, but Paldo's story continues. In Delhi convenience stores, Bengaluru online carts, Kolkata dorm drawers. A small ₹120 revolution is changing how Indian Gen Z eats. Disclaimer: This article has been produced on behalf of Paldo by Times Internet's Spotlight team.