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Korean culture and foodservice is gaining massive familiarity in China, boosted by the success of television shows such as “My Love from the Stars” and “The Heirs”. These shows, which are especially popular with young Chinese women, are sparking a new interest in Korean culture and creating a surge in Korean foodservice chains in China. In fact, some popular Korean television shows frequently film at coffee shops that have Chinese locations, fuelling demand. In the future, Korean foodservice and Korean-inspired menus will continue to perform well, but Chinese consumers are constantly seeking new experiences from different countries, so opportunities are wide open in the country.