Every year on March 3, the demand for pork belly skyrockets. This date is celebrated as “Samgyeopsal Day,” a consumer holiday inspired by the number “3” appearing twice, which mimics the “three layers” of pork belly (Samgyeopsal). Originally started as a marketing event in Korea to boost pork consumption, it has now evolved into a cherished cultural tradition where families and friends gather to grill meat together.
Exclusive Deals and Tasting Events in LA Koreatown
Korean markets and BBQ restaurants in Los Angeles are joining the festivities with significant promotions. Zion Market on Oxford Avenue is hosting a special sale and tasting event to mark the occasion. Jan Yoon, a team leader at the Zion Market Oxford branch, stated, “We are holding an in-house sale for March 3, offering both thin-sliced and fresh pork belly at $6.99 per pound.” He added that from the 5th to the 8th (11 AM to 6 PM), customers can enjoy tasting events featuring pork belly, beef ribeye, and tenderloin.
The demand is also surging among local residents. Yuri Kim, an office worker living in LA Koreatown, shared, “I used to eat samgyeopsal every March 3 back in Korea, and I still visit Koreatown BBQ spots on this day even after moving to the U.S. My non-Korean friends find this holiday fascinating and we plan to go out for pork belly on the 3rd.”
Digital Trends and Jagalchi Market’s Educational Campaign
The excitement continues online via TikTok and Instagram with hashtags like #SamgyeopsalDay and #PorkBellyDay. A notable digital campaign comes from Jagalchi Market in Northern California. Through its official Instagram (@jagalchi_official), the market shared English-language “Card News” to introduce the holiday to a global audience.
Rather than just listing discounts, the posts explain the origin of Samgyeopsal Day and provide a tutorial on the “Art of the Ssam.” It guides followers to place pork on a lettuce leaf, add garlic and ssamjang (seasoned soybean paste), and pair it with Soju. The engagement has been high, with followers commenting, “I love samgyeopsal!”
Soju Pairings and the Future of K-Food Culture
Local restaurants are also getting creative. ‘Dasom,’ a Korean restaurant in Koreatown, is offering a 50% discount on all alcoholic beverages throughout March when ordering specific pork belly menu items. Raymond Lee, the manager, noted, “We prepared this so customers can enjoy Soju, which pairs perfectly with pork belly, at an affordable price.”
As the trend of increased pork belly consumption on specific dates continues, industry experts are watching closely to see if Samgyeopsal Day will establish itself as a major mainstream culinary event in Los Angeles, further cementing Korean food culture in the U.S.
BY YEONGCHAE SONG [song.yeongchae@koreadaily.com]
 in LA! Enjoy pork belly deals at Zion Market, 50% off drinks at Dasom, and viral K-BBQ guides from Jagalchi Market.){kind=link}