S. Korea chooses its dishes to broaden its marketing concept

By Satish Gupta l eTN Asia
Even as Korea reiterates its focus on cultural marketing, the government authorities have decided to reach out to taste buds of people across the globe by promoting Korean dishes.
Food along with traditional clothing, traditional home, rice paper and music has already been recognized as main tools for promotion of Korea. Korean Ministry of Culture and Tourism has decided to place top priority on nurturing the fast-evolving content business and redefining "hallyu" or the Korean Wave in 2007.

Now Korean dishes are broadening Hallyu by expanding their presence in the international arena.
As per the information available with eTurboNews, from next year onwards, Korea's Ministry of Agriculture and Forestry will spend 78 billion won, or roughly 8.7 billion dollars, over the next four years to globalize Hansik.
The decision to promote Korean food (or "Hansik") comes at a stage when variety of Korean foods is gaining popularity globally.

There are plans to choose ten food items that can best represent Korea and promote them by creating standardized recipes for the items and distributing them at Korean restaurants overseas, according to the Ministry of Culture & Tourism Republic of Korea.

Further, ministry officials are acknowledging the need to upgrade Korean restaurants abroad to instill a better image of Korean food. It will offer consulting on how to successfully manage the restaurants and how to cook tastier Korean dishes. Furthermore, the ministry will designate an institution in Korea to invite chefs and managers from Korean restaurants abroad to train them.

The Korean government plans to produce TV commercials and documentaries about Korean food with the aim of airing them on foreign TV networks. 

March 15, 2007   Posted in: Jordan