K-Content to K-Consumption: Zepto's Seoul Street Turns the K-Wave into a Live Experience

New Delhi, 7 October 2026: Some cultures reach us through a screen and, slowly, find their way into our kitchens. In India, the fascination with Korean pop culture is increasingly showing up not just in what people watch and listen to, but also in what they eat. Yet the K-wave has largely been experienced in pieces - a noodle here, a sauce there, a fan meet somewhere else. Zepto brought it together with Seoul Street, an invite-only, immersive recreation of a buzzing Korean street in the heart of Delhi. The event was created in association with title sponsor Nongshim India, beverage partner Sprite (The Coca-Cola Company), co-powered by Cheffin and Gimi Gimi, and supported by WickedGüd and McCain Foods.

With food emerging as one of the strongest ways this fascination is finding its way into everyday life, much of that craving is now also showing on the food delivery and q-commerce platforms. On Zepto, Korean food is moving beyond a niche curiosity, with ramen searches alone crossing 4.6 lakh and Korean noodle searches surpassing 1 lakh*. As this appetite has grown, so has the opportunity to experience the culture beyond the screen and that is where Seoul Street comes in.

Title sponsor Nongshim India, set the tone with a ‘Bedazzling Booth’, where guests personalised their cup noodles, ramyun bowls and chopsticks, alongside a vox pop challenging them to “Say Nongshim without saying Nongshim.” Sprite brought its “spicy bites? time for Sprite” spirit to the street with a Spice Challenge, where participants competed to earn the title of Spicy Dragon. Gimi Gimi brought a K-style photobooth to Seoul Street, along with a series of challenges where guests could earn their place in the brand’s “Krazy Army.” From the Ramen Mafia to the Slurp Challenge, participants put their tastebuds and acting skills to the test as they competed to complete the challenges and join the Krazy Army. Cheffin, on the other hand, brought some kitchen drama to the street with its ‘Crowning of MasterCheffin’, where guests competed for the title by adding their own twist to the pan asian noodle kits - Spicy Kimchi, Khow Suey, Miso Ramen and Pad Thai. Consumers experienced McCain Korean-style Zig Zag Fries through flavourful products and the Zig Zag Mirror, while WickedGüd brought the fiery flavours of Korea to the event with its ramen.

Talking about the event, Chandan Mendiratta, Chief Brand Officer, Zepto said,“Zepto’s brand playbook has always been about culture hacking, identifying what people already love and creating new ways for them to experience it. With Seoul Street, we saw a natural connection between Korean and Indian culture, particularly our shared love for food, family, music and community. The growing popularity of Korean food in India, from ramyun and snacks to sauces, showed us how deeply this interest has moved beyond screens. Seoul Street was our way of bringing that love to life, turning a growing cultural fascination into an experience people could step into and enjoy.”

Japneet Singh, Head - Digital & Ecommerce, Rama Vision Limited (Partners Nongshim India), said, "For many Indians, the first taste of Korea came in a bowl of ramyun, often after watching someone enjoy it on screen. Nongshim has been part of that discovery around the world, and India has quickly become one of our most exciting markets. Seoul Street with Zepto let us recreate that moment of discovery in person and share the real taste of Korea with fans who have embraced it so wholeheartedly."

Seoul Street continues Zepto’s streak of culture-hacking experiences, following initiatives such as Fake Shaadi and Valentine’s Prom Night, each turning familiar cultural moments into experiences people can step into. The Korea wave was brought to life through food, fandom and community. Because sometimes, a culture travels thousands of kilometres to find its fans.

About Zepto

Founded in 2020 by Aadit Palicha and Kaivalya Vohra, Zepto is a quick commerce marketplace platform operating in India. Zepto uses technology and a network of delivery hubs to enable delivery. Zepto sellers offer products across categories such as groceries, household electronics, beauty, apparel, toys, and everyday essentials. Zepto Café is Zepto’s food offering, providing freshly prepared items through the sellers on the Zepto app.

About Nongshim India

Nongshim is South Korea’s leading food brand, renowned globally for its authentic Korean ramyun and iconic Shin Ramyun. Present in India since 2014, the brand has been bringing the bold, authentic flavours of Korea to Indian consumers for over a decade

With a portfolio spanning Shin Ramyun, Shin Toomba, Shin Super Spicy and Shin Kimchi, Nongshim is at the forefront of India’s growing K-food culture and connecting consumers with authentic Korean flavours through its products, experiences and consumer-led activations