10% More Expensive, Yet More in Demand: 5 Reasons Ganjang-gejang Topped Korea's Twitter Trending in 2026
As of January 1, 2026, the VAT exemption ended, raising ganjang-gejang prices by up to 10%. Yet on March 2nd, the '#TasteCompatibilityWithTwitterFriends' viral hashtag exploded on Twitter, pushing ganjang-gejang back to the top of real-time search rankings. Korea's 'rice thief' remains the most beloved food, even at a higher price.
Why you should care now: VAT restoration pushed prices up 10%, yet ganjang-gejang hit #1 on Twitter trending in March 2026. Not even a tax hike could knock the 'rice thief' off its throne.
TL;DR
- On January 1, 2026, the temporary VAT exemption (2022–2025) on ganjang-gejang and yangnyeom-gejang expired, resulting in price increases of up to 10%
- On March 2nd, the Twitter hashtag '#TasteCompatibilityWithTwitterFriends' swept Korea's trending charts, pushing ganjang-gejang to the top of real-time search rankings
- Consumer sentiment: 'I want it even though it's more expensive' — confirming that this is a premium Korean dish with very low price elasticity
- Sanghanorown brand products (700g) rose from ₩45,000 → ₩49,500; upscale omakase restaurant 'Gemikase' saw reservation wait times actually increase
- Riding the wave of strong K-food export growth, ganjang-gejang is rapidly emerging as a global Korean food content phenomenon
1. The Facts: What Happened
VAT Restoration (January 1, 2026)
In July 2022, the government introduced a temporary VAT exemption on processed foods including kimchi, ganjang-gejang, and yangnyeom-gejang as a response to high inflation. That exemption expired on December 31, 2025, and as of January 1, 2026, a 10% VAT was reinstated.
Key price change examples:
| Product | Before Increase | After Increase | Change |
|---|---|---|---|
| Sanghanorown Ganjang-gejang 700g | ₩45,000 | ₩49,500 | +10% |
| Sanghanorown Yangnyeom-gejang | Same line | Up to 10% ↑ | +10% |
| Standard market omakase course | ₩80,000–120,000 per person | Slight increase | +5–10% |
Twitter '#TasteCompatibilityWithTwitterFriends' Viral (March 2nd)
On March 2nd, the hashtag #TasteCompatibilityWithTwitterFriends spread rapidly on Twitter (X). The format is simple — users post their preferences for yukhoe (beef tartare), malatang, ganjang-gejang, sundae blood soup, mint choco, raw oysters, chicken feet, makchang (grilled intestines), and gopchang (beef tripe) using emojis to find like-minded Twitter friends.
Example: Ganjang-gejang: ⭐⭐⭐ / Raw oysters: ❌ / Mint choco: Love / Makchang: ❌❌❌
The format was retweeted hundreds of thousands of times, causing a spike in searches for ganjang-gejang itself.
2. The Virality Mechanism: Why Now?
① The 'Authentically Korean Food' Debate
Ganjang-gejang sharply divides people — between those who feel 'any Korean should love this' and those who react with 'it's raw, I can't eat it.' This love-it-or-hate-it dynamic makes it the ultimate debate-sparking content. It perfectly satisfies the conditions of an 'engagement-driven' game that algorithms love.
② Synergy with the Price Hike News
Since January, news that 'ganjang-gejang is 10% more expensive' had already spread among consumer communities, and then the Twitter viral hit on top of that. The shared sentiment of 'I want to eat it even though it got more expensive' amplified SNS participation.
③ The Gen MZ 'Local Food Rediscovery' Movement
As the craze for foreign foods like malatang, tanghulu, and black sugar milk tea peaks and begins to fade, 2026 has seen a clear return-to-traditional-Korean-food trend. Ganjang-gejang is its symbolic icon.
④ Global K-Food Expansion
Following K-beauty and K-drama, K-food exports are also growing rapidly in 2026. In mukbang content by overseas YouTubers, ganjang-gejang is cited as 'the most exotic yet addictive Korean food,' racking up millions of views.
⑤ Demand That Doesn't Waver Despite Price Increases
Prices went up 10%, but ganjang-gejang fans with strong premium consumption psychology didn't drop off much. Reports indicate that reservation wait times at high-end ganjang-gejang restaurants like 'Gemikase' (a gejang omakase) in Jung-gu, Seoul have actually increased in 2026.
3. Context and Background: The History of the 'Rice Thief'
Ganjang-gejang is a traditional Korean fermented food made by marinating blue crabs (typically female crabs before spawning in May) in soy sauce, garlic, ginger, and chili pepper. Like its nickname 'rice thief' suggests, its powerful umami flavor can empty a bowl of rice in no time.
- Peak season: Female crabs full of eggs in May are the highest quality
- Regional specialty: A local product of coastal cities like Yeonpyeong Island, Gunsan, and Wando
- Price range: ₩80,000–150,000 per kg for premium market products
- VAT history: Exempt 2022 → Reinstated 2026
4. Outlook: The Future of Ganjang-gejang
5. Checklist: How to Enjoy Ganjang-gejang Wisely
References
- Sanghanorown Ganjang-gejang Price Increase Notice (Newspim, Jan 15, 2026)
- Maeil Dairy Sanghanorown Kimchi & Jang Price Increase Up to 10% (Newsis, Jan 15, 2026)
- Why Ganjang-gejang Became Taxable Again from 2026 (ai.bznav.com)
- Twitter #TasteCompatibilityWithTwitterFriends Hashtag
Image Credit
- Featured image: Ganjang-gejang — Wikimedia Commons (Public Domain)