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Bomdong, a seasonal spring leafy green, is having a moment — dishes built around this vegetable are spreading across retail and the foodservice industry. A bomdong bibimbap recipe went viral on social media, and food companies, convenience stores and institutional caterers are rolling out related products and menu items as part of their spring marketing push.
People say the trend is driven by how easy it is to make flavorful dishes using in-season greens, while also tapping into health and seasonal appeal. It’s a textbook example of the “Seasonal Core” trend, where shoppers focus purchases around fresh, in-season ingredients.
Convenience stores moved quickly. On March 13, industry sources said GS25 launched a lunchbox called Jeongseonggadeuk Bomdong Bibimbap to capitalize on the viral bomdong bibimbap trend. GS25 partnered with Daesang’s kimchi brand Jongga to use domestically grown bomdong geotjeori (fresh-style seasoned bomdong). The lunchbox layers seasoned greens and namul, a fried egg, meat toppings and a drizzle of sesame oil to create a bibimbap that blends varied textures and flavors. Priced at 4,900 KRW (approximately $3.68), it will be offered as a seasonal limited item through the end of the month.
GS25 had earlier released a Bomdong Geotjeori Bibim Set as a 1,000-unit limited offer through its Our Neighborhood GS app. High demand pushed production up to 2,500 units, but the set still sold out quickly, prompting the company to add a ready-meal version of bomdong bibimbap to its lineup.
Daesang’s Jongga bomdong geotjeori was launched as a seasonal limited product in January. In about two months, sales topped 20,000 units, and roughly 22 metric tons were sold by weight — a strong market response.
Producers use domestically grown bomdong that concentrates sugars over the winter, giving the leaves a naturally sweet flavor and a crisp texture. Jongga seasons the leaves with its own blend so they’re enjoyable fresh, and if left to age slightly, the result is a cool, savory depth. The product has drawn attention as a perfect fit for the viral bomdong bibimbap recipe.
Seasonal offerings are expanding in corporate catering too. Samsung Welstory is featuring bomdong bibimbap, geotjeori and doenjang soup — along with other bomdong-based dishes — at about 270 workplace cafeterias nationwide throughout March. The rollout reflects the growing Seasonal Core trend, which has gained traction among younger consumers as mukbang videos regain popularity.
A food industry official said consumers are showing strong interest in dishes that spotlight seasonal ingredients, and added that seasonal menus using spring wild greens — such as shepherd’s purse, wild chives and angelica shoots — are likely to continue expanding.
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