Why Travelers Are Swarming Seoul’s Markets for This One Secret Ingredient

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K-food fever is going global, and now Korea’s traditional oils—sesame oil and perilla (perilla seed) oil—are getting their moment. Dubbed “K-oils,” these pantry staples are drawing attention from foreign visitors, particularly Japanese tourists who are seeking out old-school oil shops in traditional markets.

In recent weeks, the narrow alleys of Seoul’s Jungbu Market near Euljiro 4-ga have been seeing a steady stream of international shoppers. On social media, these market oil shops are popping up on must-visit lists, with travelers sharing haul photos and enthusiastic reviews.

Search Japanese hashtags for sesame oil or perilla oil on Instagram and you’ll find plenty of pictures, buying tips, and product recs from people who bought them in Korea. Many praise Korean sesame and perilla oils for their rich, nutty aroma and deeper flavor compared with similar products from other countries.

One long-standing stall in Jungbu Market, which has been pressing and selling sesame and perilla oil since 1988, has become a bit of a word-of-mouth favorite among overseas visitors.

Google reviewers note you can buy oils made from Korean sesame and perilla at reasonable prices, and that the shop’s air-travel–friendly packaging makes these bottles ideal souvenirs. Many also point out that the staff are welcoming and helpful to foreign customers.

Sesame oil—made by pressing roasted sesame seeds—is a signature Korean seasoning used in dishes like bibimbap (mixed rice), bulgogi (marinated beef), and japchae (stir-fried glass noodles). It’s been a cornerstone of Korean cooking for centuries; in the Joseon Dynasty it was even regarded as the finest cooking oil.

Perilla oil used to be viewed as a substitute for sesame oil, but it’s been getting a fresh appraisal for its toasty flavor and health-forward image. Rich in unsaturated fatty acids, it’s now celebrated as a nutritious cooking ingredient.

The oil also scored a pop-culture boost when BTS’s Jungkook shared a recipe for “bul-mayo perilla oil makguksu”—perilla-oil buckwheat noodles dressed with spicy buldak sauce and mayonnaise—sparking curiosity among K-pop fans worldwide.

With more tourists stopping by these shops, some online users have playfully wondered whether there’ll be enough oil left for everyone’s bibimbap. The trend, for now, is more delight than shortage.