Pyongyang-style naengmyeon (cold noodles) is dominating summer food trends in Korea—generating over 11x more searches than Hamheung-style, according to recent data.
When the summer heat hits, one dish always climbs in popularity—naengmyeon, Korean cold noodles known for their refreshing broth and chewy texture. Among the variations, Pyongyang naengmyeon is emerging as a favorite, especially among the younger crowd.
According to a summer dining trend report released on June 20 by Catch Table, a restaurant reservation platform operated by WAD Corp., customer visits to naengmyeon restaurants have increased by an average of 38%. Even more notably, search volume for Pyongyang-style naengmyeon was more than 11 times higher than that of the spicy Hamheung version.
Younger Diners Are Leading the Trend
It’s clear the trend is being driven by younger generations. In fact, 84% of keyword searches related to Pyongyang naengmyeon came from users in their 20s and 30s. Restaurant visits by customers in their 20s rose from 16.5% in 2024 to 22.6% this year, making up the largest share across all age groups.
Summer noodle restaurants are also seeing longer waitlists. As of the third week of June, Seoryeong, a popular Pyongyang naengmyeon spot, recorded over 1,000 people waiting per day. Other eateries like Gogiri Makguksu, Paldang Chogye Guksu, Daegwol Makguksu, and Dongmyeonsik Milmyeon have also entered Catch Table’s Top 100 Waitlist Rankings.
Korean singer John Park, famously known for his love for Naengmyeon, shows his viewers a list of all his favorite Naengmyeon spots in Korea.
A Cool Trend with Cool Results
A spokesperson from Catch Table explained,
“Due to the early summer heat, interest in chilled noodle dishes has surged, naturally leading to more spending—positively impacting restaurant revenues as well.”
Once considered a nostalgic dish for displaced North Koreans, Pyongyang naengmyeon has now become a refreshing culinary discovery for younger Koreans. Although it originally gained traction as a winter delicacy, it’s now a summer staple.
This style is known for its light yet deep-flavored broth, thin buckwheat noodles made from starches like potato or sweet potato, and is usually served in cold beef or dongchimi broth. The flavor is clean, not greasy, and subtly umami—perfect for cooling down in the heat.
On the other hand, Hamheung-style naengmyeon features spicy sauces, chewy potato starch noodles, and is typically served bibim-style (mixed with raw fish and chili paste). In some cases, cold broth is poured over like mul-naengmyeon.
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