Japanese vacationers browse Queensbucket in central Seoul on Jan. 2. Hankook Ilbo
“I took an interest after seeing actor Lee Kwang-soo on a spread present. In Japan it’s even launched as a must-try course,” Haru, a 26-year-old customer from Okayama, mentioned as she picked out two palm-sized glass bottles from a slim alley store in central Seoul on Jan. 2.
The shop was not promoting Okay-pop merchandise or cosmetics. As a substitute, its neatly organized cabinets have been full of premium sesame oil, with employees explaining in Japanese that it tastes good combined with shoyu, or soy sauce.
As soon as offered in squat cans or soju bottles and lengthy overshadowed by olive oil, sesame oil is now being reimagined as a wellness-driven premium product. Using the worldwide recognition of Korean delicacies, it has additionally change into a sought-after ingredient amongst cooks worldwide.
The shift started within the late 2000s, when shoppers discovered that the normal high-temperature urgent technique — roasting sesame seeds at about 270 levels Celsius — might destroy vitamins and even produce carcinogens resembling benzopyrene. Whereas consumers wished more healthy choices, mass-produced oils fell quick in taste and raised issues due to chemical solvents utilized in large-scale manufacturing.
Kim Jong-ho arranges bottles of oil on the market at Jubu Sanghoe in Nowon, Seoul, Monday. Hankook Ilbo
Another emerged in low-temperature urgent, which makes use of roasting temperatures under 160 levels to protect useful compounds linked to anti-cancer, anti-diabetic and cholesterol-lowering results. The ensuing oil has a lighter, cleaner style and a extra delicate aroma, making it appropriate even for Western dishes.
“It was not simple at first. Individuals even accused us of blending in soybean oil,” Jeong Jae-seo, the 70-year-old proprietor of Jubu Sanghoe in northern Seoul, mentioned, recalling how the store started utilizing low-temperature strategies in 1992.
Decrease yields and better prices have additionally been obstacles. Park Jung-yong, CEO of Queensbucket, a startup that has change into a frontrunner within the premium sesame oil market, mentioned, “The decrease the temperature, the upper the stress required, so machines break down extra usually.”
Demand surged after the coronavirus pandemic as shoppers paid extra consideration to well being. The Ministry of Agriculture, Meals and Rural Affairs mentioned in a 2022 report that even unroasted uncooked sesame oil is seeing rising demand, signaling development within the premium section. Getting older demographics have additionally helped, with extra folks searching for high-quality components for more healthy later years.
Park Jung-yong, CEO of Queensbucket, checks a sesame oil manufacturing machine on the firm’s manufacturing facility in central Seoul on Jan. 2. Hankook Ilbo
As curiosity grows, shoppers are actually being attentive to the origin and number of sesame seeds. Completely different cultivars provide distinct flavors and dietary profiles. The Miryang-74 selection developed in 2022 comprises 4 instances extra lignans — compounds linked to antioxidant and cognitive advantages — than the Geonbaek selection launched in 2013.
“Excessive-temperature urgent makes home and imported seeds style nearly the identical, however in actuality every area and selection has its personal character,” Park mentioned, including that roasting temperatures should even be adjusted relying on how ripe the seeds are.
Small-size packaging is one other development. Impressed by the olive oil market, some shoppers now purchase bottles of 10 milliliters or much less to forestall oxidation and for simple carrying. “It’s costly, however stick-type sesame oil is handy after I go tenting,” Kim Search engine optimisation-young mentioned.
Jubu Sanghoe has additionally expanded its lineup, with Kim Jong-ho saying, “As nuclear households change into the norm, even folks of their 40s and older desire smaller bottles, so we’re making ready merchandise as small as 2 milliliters.” Queensbucket sells six totally different sizes starting from 5 milliliters to 500 milliliters.
Upcycled meals merchandise together with “Veggie Powder” constituted of sesame residue are on show at Cuenz Bucket in central Seoul on Jan. 2. Hankook Ilbo
Even the leftover sesame cake, as soon as used solely as fertilizer or feed, is now being studied for upcycled meals resembling protein bars and cereal, in line with the Rural Growth Administration, which launched associated strategies in 2023.
The excitement has reached abroad kitchens. Michelin three-star restaurant Eleven Madison Park and two-star Daniel in New York each supply sesame oil from Queensbucket. BBC Meals lists 376 recipes that use sesame oil.
Commerce information displays the development. The Korea Customs Service mentioned the commerce steadiness for sesame oil and its fractions grew from $1.98 million in 2016 to $10.38 million final 12 months, a 5.2-fold improve over a decade, pushed by exports that almost quadrupled to $14.53 million.
Nonetheless, consultants say extra promotion is required, as Okay-food overseas stays centered on processed gadgets moderately than components. “Arms-on Korean cooking experiences and the recognition of cooking reveals will help increase the premium sesame oil market,” mentioned Choi Hyung-min, a professor of meals economics at Yeungnam College.
Eleven Madison Park in New York, which makes use of sesame oil equipped by Queensbucket. Captured from the restaurant’s web site.
This text from the Hankook Ilbo, the sister publication of The Korea Occasions, is translated by a generative AI system and edited by The Korea Occasions.
