One TV Scene Changed Vegetable Prices: 5 Reasons the SNS Revival of Bomdong Bibimbap Triggered a Price Surge in 2026
A single scene from a past Korean variety show featuring bomdong (winter napa cabbage) bibimbap went viral on short-form SNS, igniting a 'bomdong craze' among the MZ generation. As demand surged, bomdong prices spiked sharply in a short period, causing out-of-stock situations at supermarkets and early-morning delivery platforms.
Why bomdong, and why now? A single short-form clip shook the entire vegetable market.
TL;DR
- A 'bomdong bibimbap' scene from an old Korean variety show spread rapidly on short-form SNS from late 2025 to early 2026.
- After the clip went viral, bomdong consumption surged among the MZ generation, and market supply failed to keep up with demand.
- Bomdong prices jumped sharply in a short period compared to the previous year, and out-of-stock situations occurred at some supermarkets and early-morning delivery apps.
- March is peak season for bomdong, but the supply-demand imbalance caused by the demand spike is expected to persist for some time.
- The pattern of 'SNS vegetable inflation' — influencer → short-form virality → price spike — has repeated itself once again.
1. The Facts: What Happened
Bomdong (冬白菜, a type of winter napa cabbage) is a seasonal vegetable available only during February and March each year. Known for its pleasantly bitter yet sweet flavor, it has long been used as an ingredient in spring herb bibimbap. But this year is different.
According to Seoul Economic Daily and other outlets, recent short-form (short video) content re-spotlighted a 'bomdong bibimbap' scene from an old variety show, causing explosive interest in bomdong among the MZ generation. The mood has shifted to bomdong is the thing right now, surpassing even previous MZ health food trends like 'Dujeongku' (tofu, chewies, cookies).
As a result, consumer demand shot up — and since bomdong is a seasonal vegetable whose cultivation and harvest schedule is hard to scale up quickly, limited supply led to price spikes and widespread out-of-stock situations.
2. The Spread Mechanism: Why Did It Go Viral So Fast?
① The 'Discovery Effect' of Short-Form Algorithms
Short clips racking up millions of views conveyed intuitively why this food is delicious. This triggers purchasing desire far more powerfully than text reviews.
② The 'Trust Leverage' of Variety Content
Rather than advertisements or sponsored posts, re-edited clips of natural mukbang moments from old variety shows spread widely. Consumers tend to perceive this as eating it because it's genuinely delicious.
③ Spring Season Timing
March is peak season when bomdong tastes best. The scarcity psychology of 'if not now, I can't have it' amplified the trend further.
④ Connection to MZ Health Food Trends
Bomdong, being low-calorie and high-fiber, aligns with diet and health food trends. The message of 'tasty and good for you' was quickly embraced.
3. Context & Background: SNS Vegetable Inflation Has Happened Before
Similar patterns have repeated multiple times.
- Perilla Leaf Debate (2021): An SNS meme caused perilla leaf consumption to spike, driving up prices.
- Green Onion Crisis (2021–2022): A consumer movement tied to political issues sent prices swinging wildly.
- Malatang & Mala Xiangguo Craze: After SNS word-of-mouth spread, prices of specific ingredients (mala sauce, bean sprouts, tofu skin) temporarily surged.
- Paprika & Beet Juice Craze: After health-focused short-form content spread, out-of-stock situations hit supermarkets.
The bomdong case is the 2026 edition of this trend. In the distribution industry, there is a growing awareness that SNS trend indices must be factored into price forecasting for key ingredients.
4. Outlook: How Long Will It Last?
| Factor | Forecast |
|---|---|
| Bomdong price normalization | Expected to stabilize somewhat as peak-season supply enters the market in mid-to-late March |
| Continued consumption craze | May extend into April if major recipe YouTube and short-form content continues spreading |
| Distribution response | Supermarkets and early-morning delivery companies moving to adjust supply; out-of-stock issues expected to ease gradually |
| Long-term impact | Farmers may consider expanding bomdong cultivation area for next year |
The bomdong craze may not be a one-time phenomenon. There is a strong possibility it will be revived each spring season as a kind of 'Bomdong Challenge.'
5. Checklist: If You Want to Buy Bomdong Right Now
Reference Links
- "Forget Dujeongku — This Is the New Trend" Bomdong Prices Surge
- March Has the Worst Fine Dust… Government Launches 'All-Out Response' (Yonhap News, food supply context)
- Google Trends Korea — Bomdong Search Volume
Image source: Dolsot Bibimbap — Wikimedia Commons