With more and more Koreans traveling abroad, they bring back with them a longing for the cuisines they’ve tried overseas. From Thailand, there’s the craving for their signature dish of tom-yum-goong and from Shanghai, it’s xiaolongbao (steamed buns). While previously the word “curry” brought to mind images of Japan for many Koreans, travels to India have resulted in a hunger for chicken tikka masala and palak paneer—and what do they want to wash all that deliciousness down with? Heineken, of course. Often referenced in Murakami novels, even the word “Heineken” is easy to pronounce in Asian languages.