Burgers In Korea Are Winning Big—But What’s Causing Pizza’s Decline?

Burgers in Korea are getting more popular than ever. Walk around any busy street, and you’ll see burger joints filled with diners. Koreans can’t seem to get enough of these juicy, stacked meals. Pizza, on the other hand, seems to be losing its popularity.

It's kind of unexpected, isn't it? Pizza was always the ultimate comfort food, ideal for sharing with loved ones. So why is it starting to fade into the background? There’s more to this shift than just taste. Let’s dig into what’s really changing the way people eat in Korea.

Burgers in Korea Gain Traction While Pizzas Face Challenge

Burgers and pizzas are among the most popular fast foods in South Korea, and each market often sees a rising trend in sales.

A 2023 survey by Statista showed that almost 27% of male and 23% of female middle school students in South Korea eat fast food, including burgers and pizzas, at least three times a week.

Burger King Korea Official Instagram

According to an analysis by Euromonitor International in April 2023, sales of burger joints hit KRW 3.99 trillion (USD 2.9 billion) in 2022. The figure marks a 15.7% increase from KRW 3.45 trillion (USD 2.5 billion) in the previous year. It was the highest among the eateries in Korea.

In 2023, the size of the pizza market reached KRW 793 billion (USD 580 million). The figure shows a 5.09% jump from the previous year.

Lotteria Official Instagram

Burgers and pizzas in Korea often experience the same level of popularity, but a big change took place in 2024. Sales of each market went in opposite directions. Last year, the “big four” burger chains earned impressive profits. McDonald's Korea hit KRW 11.7 billion (USD 8.5 million), Lotteria posted KRW 39.1 billion (USD 28.5 million), Burger King had KRW 38.4 billion, and KFC recorded KRW 16.4 billion (approximately USD 12 million).

Pizza Hut Korea Official Instagram

On the other hand, things aren’t looking so good for big pizza chains. Pizza Hut Korea, one of the initial big names in the market, has been in the red since 2022. They're now working on bouncing back after sorting out some legal tangles with their franchises. Mr. Pizza has also had a difficult year. It suffered losses totaling approximately KRW 20 billion (nearly USD 15 million). In contrast, Domino's Pizza Korea was able to turn a small profit, primarily through cost-cutting measures and reducing operational expenses.

Mr. Pizza Korea Official Instagram

Since 2018, the pizza market has been stagnant. The market research firm Euromonitor International said that the size of Korea's franchise pizza market has remained at around KRW 1 trillion (USD 731 billion). Major franchises haven’t introduced many new or appealing innovations.

Why Burgers Are Booming in South Korea

Alright, so why are burgers suddenly all the rage in South Korea? There are several important factors that explain why more people are opting for a burger instead of other types of fast food lately.