Robert Cerniglia, a Korean American who’s lived in North Carolina for all his life, recalls the late 2016 opening of H Mart in Cary as monumental for members of his community.
It’s where he shops for snacks and other food items that aren’t as accessible in other places. As the only H Mart in North Carolina, shoppers flock to it from all over the state.
But in recent years, prices have been going up.
“A lot of the stuff that I normally buy has just increased in price,” Cerniglia said. “This is definitely something we’ve noticed a lot since the pandemic. The pandemic was really the highest price increase that we’ve seen, but it’s not really getting better.”
Representatives for H Mart did not respond to NC Newsline’s request for comment.
H Mart offers Korean foods like Buldak ramen on Oct. 8, 2025. (Christine Zhu/NC Newsline)“Everything has continued to be more expensive,” said Matthew Laurentz, another H Mart shopper. “Inflation has continued to drive things up.”
The current political climate hasn’t helped with that.
Since taking office in January 2025, President Donald Trump has imposed tariffs on many international exports, including those from South Korea.
The country was the sixth-largest U.S. goods trading partner in 2024, with bilateral trade in goods totaling $200 billion, according to the Congressional Research Service.
In July, Trump announced a 25% tariff on goods made in South Korea. He later lowered the rate to 15%, including for South Korean cars.
Officials representing the two nations have recently made “meaningful progress” in negotiations over $350 billion of investments in the U.S. that Seoul had earlier pledged in a deal to reduce tariffs, according to Reuters. But in the meantime, consumers are paying the price.
Vehicles and electronics comprise South Korea’s top exports to the U.S. by value. These include vehicle manufacturers like Hyundai and Kia, and electronic brands like Samsung and LG.
Prices have increased across the board since implementing more tariffs, but Ira Gabriel, senior group manager for corporate and marketing PR at Hyundai Motor America, stopped short of blaming the tariffs for the higher prices.
Gabriel said pricing adjustments are influenced by a number of factors, including market dynamics, consumer demand, and upgrades to vehicle features as part of the annual model year changeover.
“We will continue to respond to shifts in supply and demand with a flexible pricing strategy, targeted incentive programs, and a commitment to adding value for our customers,” Gabriel told NC Newsline in an email.
More than just cars and computers
Over the past few years, Korean cosmetic products — K-beauty for short — have skyrocketed in popularity among younger Americans. South Korea shipped more skincare and cosmetics to the U.S. than any other country last year, AP News reported.
Korean cosmetic products like Laneige skincare have grown in popularity with holiday sets on Oct. 8, 2025. (Christine Zhu/NC Newsline)Korean snacks and media are also attracting more mainstream attention. Netflix’s KPop Demon Hunters is returning to theaters for Halloween, and Buldak ramen and other Asian foods have gone viral on TikTok.
But even as the cultural bond between the U.S. and South Korea grows stronger, their geopolitical relationship has become more strained.
Tensions between the two countries rose last month when more than 300 South Korean workers were detained after an immigration raid at a Hyundai plant in Georgia.
Following negotiations, the South Korean government chartered a flight for them to return home.
The company said in a statement on its website that the safety and well-being of its workers is a top priority.
“Hyundai works closely with HR and legal teams to ensure compliance with immigration and visa regulations,” Gabriel wrote in an email.
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