The humble sheet of dried seaweed, known as gim in South Korea, is experiencing a surge in both global popularity and price, raising concerns among local consumers. As this traditional staple garners interest from international markets, its cost has escalated significantly, prompting a shift in purchasing habits among South Koreans who once relied on its affordability.
South Korea’s Seaweed Surge
For nearly five decades, Lee Hyang-ran has been selling gim from her modest stall in central Seoul. She recalls a time when the seaweed was met with bemusement by Westerners. “People used to think it looked like a piece of black paper,” she reflects. Today, however, her customer base has expanded to include enthusiastic foreign buyers, drawn in by the rising global fascination with Korean cuisine and culture.
South Korea stands as the preeminent producer and exporter of dried seaweed, supplying markets in Asia, North America, and Europe. This increasing export activity has led to a significant jump in prices. According to the Korea Maritime Institute, South Korea’s dried seaweed exports reached an impressive $1.13 billion in 2025. As demand skyrockets, so too do prices. In 2024, a single sheet of gim was priced around 100 won (approximately $0.06), but it has recently surged to over 150 won, marking an all-time high. “Premium products now cost as much as 350 won per sheet,” Lee notes.
Changing Consumer Behaviour
The shift in pricing is prompting consumers like Kim Jaela, a 30-year-old regular buyer, to reconsider their purchasing habits. Typically, she buys in bulk—approximately 500 sheets at a time to last several months. However, with the recent price hikes, she is reevaluating her stock. “Oh my, it really did get more expensive by a few dollars! If prices stay this high, I probably won’t restock,” she says, as she checks prices on her phone.
The burgeoning global interest in Korean culture, propelled by the popularity of K-pop and K-dramas, has significantly influenced the demand for gim. As audiences worldwide immerse themselves in Korean entertainment, they increasingly seek out its culinary offerings. A notable case is the viral success of Trader Joe’s Gimbap—a Korean rice roll wrapped in seaweed—which flew off the shelves in the United States shortly after its introduction.
Factors Behind the Price Increase
Experts identify several factors contributing to the rising prices of gim, including inflation, escalating labour costs, and a downturn in overseas production. However, the surge in global demand remains a principal factor. Lee Eunhee, a consumer studies professor at Inha University, explains, “As more people become familiar with gim, both in Asian and Western countries, demand continues to rise, pushing domestic prices up.”
Kim Namin, who operates a seasoned gim processing factory on Wando Island—a region renowned for its seaweed production—has felt the impact of these market changes. His family business, which has been operational for 30 years, primarily exports its products now. “We are considering expanding operations; there simply aren’t enough gim factories to meet the growing demand,” he admits. Historically viewed as an inexpensive staple, even minor price increases in gim are met with public resistance, compelling manufacturers to shift their focus toward international markets.
To combat rising prices and soothe domestic consumers, the South Korean government is taking action. The Ministry of Oceans and Fisheries has vowed to monitor the situation closely in an effort to stabilise prices. Additionally, companies like Pulmone are investing in land-based seaweed research and development centres to ensure year-round harvesting capabilities.
The Future of Gim in a Global Market
Amid the bustling markets of Seoul, business continues to thrive for vendors like Lee, who reports that sales are booming, particularly for gimbap-making ingredients. “Gim has been selling like hot cakes… the ones for making gimbap are especially popular,” she affirms. With the increasing global profile of Korean cuisine, it is clear that the demand for gim will only continue to rise, even as local consumers face the challenges posed by rising prices.
Why it Matters
The rising cost of gim reflects a broader trend in global food markets influenced by cultural shifts and consumer behaviour. As South Korea’s culinary exports become more popular, the implications for local consumers are significant. The affordability of traditional staples is being tested by international demand, highlighting the delicate balance between cultural appreciation and economic accessibility. As the world becomes more interconnected, the fate of simple, beloved foods like gim serves as a reminder of how globalisation can reshape local traditions.