Eye‐Tracking Evidence of Cultural Compatibility in Digital Menu Perception Among South Asian Tourists in Korea

South Asia is an expanding source market for Korean tourism, yet cultural and religious food restrictions complicate menu choices. This study used an eye‐tracking experiment (20 Hindu, 20 non‐Hindu) in which participants viewed an English digital menu for a casual Korean restaurant featuring six dishes, each with a photo, brief ingredient note, and price. A primacy effect led to the longest fixations on Bibimbap, but among Hindus this attention did not translate into purchase intention due to perceived beef content. Non‐Hindus showed a direct attention link driven by sensory appeal. Findings highlight the need for culturally explicit labeling and inclusive digital menus.