Food trucks become Korea’s go-to way to cheer stars, thank staff and support causes
Once a niche catering service, food trucks in Korea are surging as fans, schools and activists use them for personalized support events and celebrations.
A food truck catered by a food truck catering company, VRR Foodtruck, in this photo provided by a readerJOONGANG ILBO
A cup of coffee and a snack have become an effective way to cheer on a celebrity, support a cause or thank event staff — and Korea's food truck industry is cashing in.
Average annual revenue among mobile and on-site food catering service businesses more than doubled from 2020 to 2024, rising from 185.59 million won ($123,000) to 373.32 million won, according to a report released by the Ministry of Agriculture, Food and Rural Affairs on Sunday. The growth rate made mobile and on-site food services the fastest growing segment of the restaurant industry.
The increase far outpaced average annual revenue growth between 2020 and 2024 in major restaurant sectors, such as Korean cuisine restaurants, which grew 46 percent, and fried chicken restaurants, which rose 28.2 percent.
The number of mobile food service businesses in Korea also increased, reaching 886 in 2024, up 75 percent from 506 in 2020.
"It cost about 1.6 million won for 120 servings across five menu items, such as ice cream and coffee," Yang, who recently sent a food truck to the set of a TV drama starring their favorite celebrity, said. "I've sent food trucks eight times so far and there are far more companies offering the service now compared to 2020 when I first sent one."
The growth reflects changing consumer demand, with food trucks increasingly being used for everything from fan events and public rallies to school functions and personal celebrations.
"We received about an average of 20 inquiries per month last year, but that has increased to more than 30 this year," said Jeong Ji-su, CEO of food truck catering company VRR Foodtruck. "Our customers have also become much more diverse, from schools and public institutions hiring coffee trucks for events to fan clubs sending food trucks to concert venues and television stations."
Workers receive warm snacks from a food truck at a construction site operated by the Busan Metropolitan Corporation in Busan on Jan. 28.YONHAP
Food trucks have also become a way for individuals to support social causes.
Twenty-seven-year-old office worker Jeon Hee-ji pooled money with friends to send a food truck to a protest site for the protesters to eat.
"There were plenty of choices, from seasonal items like eomuk [fish cakes] to sandwiches and gimbap [seaweed rice roll]," Jeon said. "It was easy to find a vendor because so many companies promote their services through blogs and social media such as Instagram."
Experts find the market has grown alongside the rise of customized and personalized consumption.
A customer receives their food from a food truck at Gwanghwamun Square, central Seoul, on Oct. 3, 2025.YONHAP
"In the past, [food trucks] operated on a business-to-business basis, so order volumes and minimum order amounts were much larger," said Lee Jong-woo, a business and marketing professor at Namseoul University. "But as the customer base has become more diverse, order sizes and minimum order amounts have fallen, so individuals can [send food trucks] without financial burden."
The shift reflects broader changes in how consumers spend.
"As consumption patterns become more personalized, there are more consumers now who want to choose their own menu rather than being limited to a particular type of menu items," Lee said. "The restaurant industry as a whole is being reshaped around customized services."
This article was originally written in Korean and translated by a bilingual reporter with the help of generative AI tools. It was then edited by a native English-speaking editor. All AI-assisted translations are reviewed and refined by our newsroom.
