The MAMAMOO member who sparked a gopchang craze in Korea was Hwasa. Her enthusiastic meal of grilled beef intestine became one of the most memorable moments associated with her 2018 appearance on the television program I Live Alone.
Gopchang refers to grilled intestines, especially small intestine, and is a popular Korean dish often served with vegetables, dipping sauces, and drinks. Although it was already a familiar food in Korea, Hwasa’s relaxed, unapologetic enjoyment introduced it to a much wider mainstream audience.
Following the broadcast, restaurants reported unusually high demand, with some customers waiting in long lines. Korean media and fans often described this commercial and cultural effect as the “Hwasa effect.” The story is sometimes simplified as though Hwasa invented gopchang, but she actually popularized an existing Korean specialty. She also became known for presenting everyday eating as entertaining television, helping establish her reputation as a major food and variety-show personality.