With the arrival of the 2025 Boknal season—Chobok on Sunday, July 20; Jungbok on Wednesday, July 30; and Malbok on Saturday, August 9—Korea sees a rise in demand for health-boosting foods and dining. Boknal refers to the hottest days of summer according to the lunar calendar, and how one manages health during this period has long been considered important in Korean tradition.

Samgyetang, a traditional ginseng chicken soup made by boiling a whole chicken with ginseng, garlic, jujube, and glutinous rice, remains a staple summer dish. Known for its high protein and mineral content, it is believed to help replenish energy and recover from heat-induced fatigue.

However, as awareness grows about the nutritional content of samgyetang—typically containing between 800 and 1,000 kcal per serving and being high in sodium—health authorities advise individuals with chronic conditions or the elderly to consume it with caution.

Dining Demand Still Strong During Boknal
Major food delivery and restaurant platforms like Baedal Minjok and SikSin reported a sharp rise in samgyetang-related reservations and searches during the Boknal period. Waiting times for chicken dishes rose by nearly 79%, while demand for eel and duck stew increased by 11.6% and 18.2% respectively.

Retailers are also responding actively. Large supermarkets have launched meal kits and ready-to-eat products tailored to the season, such as ginseng chicken kits, abalone chicken stew, and grilled eel. Some are also offering online reservations and delivery services to capture seasonal demand.

Health Food Is Evolving
Whereas traditional summer health foods were heavily meat-based—chicken, eel, duck—the recent trend shows a shift. Vegan options featuring mushrooms, tofu, and plant-based meat substitutes are becoming more common, and some restaurants now serve vegetarian samgyetang as a separate menu item.

This reflects rising interest in environmental concerns and animal welfare. As awareness of plant-based diets grows among younger consumers, more people are choosing health foods that align with their dietary habits. This includes multicultural families and foreign residents in Korea, some of whom prefer vegetarian meals. As a result, Boknal foods are diversifying.

Expanding Ways to Stay Healthy in the Heat
Health-related consumption during Boknal is no longer limited to food. Sales of health supplements, demand for medical checkups, and interest in traditional Korean medicine also rise during this time. Some companies offer wellness programs or serve health-oriented meals in corporate cafeterias to support employee well-being during summer.

Local governments are taking action, too. Municipalities including Seoul and Incheon are delivering nutritious meals and cooling supplies to seniors and vulnerable populations as part of seasonal care programs.

A Summer Where Tradition Meets Change
Though samgyetang remains emblematic of Boknal, its meaning is expanding. While the dish is the same, how people consume it is changing. New ingredients and broader wellness practices are becoming integrated into Korea’s summer health culture.

The marketplace and consumer behavior may shift each year, but the desire to stay healthy during the hottest season remains. Boknal's long-standing tradition of health-focused eating is still alive—now offering a broader range of choices tailored to modern lifestyles.