Korean culture has become a world-wide phenomenon – and now it is taking over Norwich city centre.

And one of the leading lights behind the boom believes it is food rather than K-pop – the popular music which originates in Korea – that is driving the trend.

Four months ago Korean supermarket Itaewon opened its doors in Castle Quarter.

And it is just the latest in owner Adrian Moya’s empire with Moya Bubble Tea in Brigg Street already a firm favourite.

Itaewon’s manager Hai Hen Lim puts the supermarket’s success down to more than novelty and exotic brands.

“People think Korean culture is just soju, drinking and Samyang noodles but much more than that,” he said.

“The layout of the shop is really important and the tidiness. Every day there’s more customers coming in.

“It is a pleasure for me to show everyone how to make traditional Korean food.”

Mr Lim is now focusing on encouraging people to use the ingredients available to cook Korean food at home.

Itaewon stocks sauces and spices that people used to have to travel as far as London or Cambridge to source.

“The proudest thing we do for our shop is bringing the Korean culture of the ice cup culture here,” Mr Lim added.

“There is a lot of popular Korean dishes such as ginseng soup which I really want to stock.”

Mr Lim hopes to expand the noodle station and add a microwave so customers can get hot food.

And there are also plans to source products independently rather than using suppliers.