“Keep the Hangeul!” — Why Costco in America Wants Korean Writing on Packaging ( 미국 코스트코가 패키지에 한글을 고집하는 진짜 이유)

 Title: “Keep the Hangeul!” — Why Costco in America Wants Korean Writing on Packaging

"한글 그대로 두세요" – 미국 코스트코가 패키지에 한글을 고집하는 진짜 이유

If you walk through a Costco store in the United States today, you might notice something that would have seemed unusual just a few years ago. More Korean products are now proudly displaying Hangul (한글) — the Korean writing system — directly on their packaging. In the past, companies tried to hide their Korean identity to look more "global," but the tide has completely turned.

Hangul as a Sign of Quality

Recently, a major story broke in the Korean media: Costco US specifically requested a famous food brand to keep the Hangul word "붕어싸만코" (Samanco) on its packaging. Why? Because for many shoppers, seeing Hangul now feels like proof that a product is genuinely Korean.

Thanks to the global explosion of K-Dramas and K-Pop, the Korean language is no longer seen as "difficult". Instead, it has become part of an authentic Korean branding that consumers trust. When people see original script like "불닭볶음면" (Buldak Ramen), they feel they are getting the real experience, much like buying a luxury brand with its original logo.

Confession: Not All Koreans are Spicy Masters! (I'm a "Maep-jjiri")

There is a common misconception that all Koreans are born with a "spicy gene". But let me tell you the truth—I am a total "Maep-jjiri" (맵찔이 - a Korean slang for someone who is very weak with spicy food)! ㅠㅠ

I absolutely love the flavor of Buldak, but it’s a struggle every time. To survive a bowl, I have a very specific ritual: I always add a slice of cheese on top to make it creamy. Then, I prepare a full 1L bottle of cold white milk and even a glass of pineapple juice! It might look funny to see a Korean struggling with their own food, but somehow, the pain is part of the experience. Are you a spicy master, or are you on my team?

Authenticity Matters in a Global Market

Another reason for this trend is that some overseas products imitate Korean-style packaging or use incorrect Hangul to attract consumers interested in K-food. This is why retailers like Costco prefer original Hangul packaging—it ensures customers get the authentic taste and safety of genuine Korean manufacturing. Seeing the correct Hangul is the best way to avoid these "imitations".

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