Exposure or pandemic effect: Export boom in instant noodles from South Korea during COVID-19

Amid the pandemic, it is crucial to comprehend both people's preferred food choices and the factors influencing food consumption. This understanding not only guarantees a stable food supply but also plays a pivotal role in economic recovery during times of recession. In 2020, South Korean instant noodles experienced an unprecedented surge in exports, catapulting the nation to the forefront of the global instant noodle market. The surge in the popularity of instant noodles during the pandemic can be partly attributed to their unique characteristics. However, the South Korean film Parasite, which garnered global acclaim around the same time, prominently featured instant noodle products. This exposure led to an extraordinary increase in internet searches for Korean-brand instant noodles. Therefore, this study utilized an interrupted time series model to investigate whether the surge in South Korean instant noodle exports was primarily a result of the 2019 coronavirus pandemic or the influence of the film. Our estimations indicate that the film's exposure effect predominantly explains the export boom of South Korean instant noodles.