Why These Korean American Restaurateurs Aren’t Shying Away From Korean Dish Names | Eater SF

"I was surprised when TikTok videos in August showed shoppers scrambling for Trader Joe’s frozen kimbap, an item that sold out until at least October 2023; what struck me most was that the national chain used the dish’s real Korean name. That choice felt meaningful amid the brand’s inconsistent naming practices—sometimes using romanized terms like “gochujang,” “tteok bok ki,” and “japchae,” and other times inventing odd spellings or long descriptive labels (e.g., “Bool Kogi” for bulgogi, “Korean Style Beef Short Ribs” for galbi, “Sweet Cinnamon Filled Korean Pancakes” for hotteok). Because mass-market stores act as gateways for many Americans, calling kimbap by its actual name helps the dish move from being perceived as “that thing that Koreans eat” to something familiar and distinct." - Lena Park