The global success of Korean entertainment - from K-Pop and K-Dramas to award-winning films such as "K-Pop Demon Hunters" - has helped propel what is known as Hallyu, or the Korean Wave, into the mainstream.
That growth is now being reflected in Fresno's dining, shopping and academic scenes.
At Gangnam Korean Cuisine in northeast Fresno, owner Charles Yu sees the demand firsthand. Named after the well-known district in Seoul, the restaurant offers traditional dishes prepared by a chef from South Korea.
"We have lots of demand for Korean food," Yu said.
Yu said authenticity is key to attracting local diners. Meals are prepared from scratch and include a variety of side dishes known as banchan, which help create a balanced dining experience.
"Korean food contains lots of vegetables, lots of proteins. In other words, every healthy food," Yu said.
Customers such as Valerie Holmes say the restaurant fills a gap in the local food scene.
"This is authentic Korean food, and it's the first time since I've been in Fresno that I've been able to have it, and I just I really enjoy it," Holmes said.
Gangnam Korean Cuisine is one of at least several Korean restaurants to open in the region in recent years. Among the largest newcomers is Seoul Meat Company, which plans to offer all-you-can-eat Korean barbecue at Fresno's Fashion Fair Mall.
Fresno State anthropologist and Asian American studies professor Dr. Jenny Banh said the global popularity of Korean entertainment has fueled the expansion of Korean culture into communities like Fresno, contributing to economic growth.
"The Central Valley should have what LA and San Francisco have. I'm all here for the new Korean restaurants. I'm very happy for this and Korean stores. There's K-Pop stores here now, and I just love it," Banh said.
The demand extends beyond food. Lines of fans recently formed outside a Fresno store for the release of a new album by the K-Pop group BTS, reflecting the genre's growing fan base.
Banh, who teaches a course focused on K-Pop, said interest spans a wide range of students.
"Primarily, my students are 50% Latino and they are rabid K-Pop fans. As you know, Mexico is the number one consumer of K-Pop outside of Korea, more so than America, so they love it," she said.
As interest continues to grow, Yu said he welcomes the expansion of Korean culture and businesses in the area - even as new restaurants open nearby.
"My goal is actually, I want the Korean culture to spread more and our 'pie' for Korean culture is getting bigger," Yu said.
The spread of Korean cuisine, music and media in Fresno highlights how a global cultural movement is reshaping local communities and bringing new diversity to the Central Valley.
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