By Adam Harringa

The New York Times is taking note of Spam and its popularity in the South Korean market.

The newspaper published a roughly 1,100-word feature starting on the bottom of its New York edition’s front page Monday titled “In Korea, Spam Is the Stuff Gifts Are Made Of.” The article explored why the canned meat is popular in South Korea, where it’s a popular gift.

“In the United States, the gelatinous meat product in the familiar blue and yellow cans has held a place as thrifty pantry staple, culinary joke and kitschy fare for hipsters without ever losing its low-rent reputation,” wrote Choe Sang-Hun of the Times. “But in economically vibrant South Korea, the pink bricks of pork shoulder and ham have taken on a bit of glamour as they have worked their way into people’s affections.”

Spam is made by Austin-based Hormel Foods Corp.