Meet Korea through Taste, the Secret to Popularity of Korean Cooking Class for Foreigners is..

30 Jul 2022
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Meet Korea through Taste, the Secret to Popularity of Korean Cooking Class for Foreigners is..

Previously, tourism was the focus of sightseeing through many travel destinations, but these days, the travel trend is to stay and enjoy for a long time. At the same time, more and more people are participating in the cooking class to make local food themselves. Reviews of participation in cooking classes in Thailand, Japan, Vietnam, China, and Indonesia often appear on the internet. Korean food cooking classes which used to target some foreign VIPs, are being expanded to various types. These days, the awareness of Korean food has expanded to the extent that participants demand menus such as pumpkin pancakes and kimchi pancakes. Depending on nationality and religion, halal-certified ingredients or prayer rooms are also required.

It has been 10 years since CEO Choi Ji-ah, who majored in cooking and worked as a food stylist, created On Go Food Communication specializing in food tourism. In the early days, the main customers of the cooking class were soldiers, English teachers, families, and Japanese tourists staying in Korea. The number of students has increased significantly since five years ago. CEO Choi believes that the popularity of Korean-style "Mukbang" in foreign countries and the increase in the production of documentaries related to Korean food also contributed to the growing awareness of Korean food.

Cooking class operators agree that foreigners' perception of Korean food has changed a lot. CEO Baek Ji-hye pointed out, "There is quite a gap between Korean food that we think foreigners will be interested in and their actual favorite food," and added, "We should now consider that foreigners have a variety of food preferences, just as everyone has different tastes.bForeigners are more enthusiastic about 'Korean barbecue (galbi)' than expected, want to learn to make budae-jjigae or tteokbokki, doenjang-jjigae and side dishes with vegetables," he explained.

Professor Kim Jong-un said, "Now, Korean food and ingredients are so well known that even foreigners can understand what 'Gochujang' is without having to call it red paste sauce" Tony Masanes, director of the Alicia Research Institute, a Spanish Institute for Cooking and Science, said, "There is a high interest in Korean food in terms of fermentation such as vegetables and lactic acid bacteria," and analyzed that this is in line with the global food trend. As "Korean sauce" became popular, food companies also responded quickly. Since May, Chungjungwon has been holding a Night Kitchen Party Cooking Class for foreign tourists at a guest house in Itaewon. "Tourists liked the beef bulgogi sauce very much, and the response to the Korean sauce was better than expected, such as dipping kimchi pancakes in ssamjang or eating only ssamjang with lettuce," Chung Jeong-won said. 

CEO Choi Ji-ah pointed out, "If promoting Korean food in the globalization of Korean food is the first step and increasing the likability is the second step, now it is a step that requires strategic expansion beyond simple experiences." In other words, it is necessary to popularize Korean food sauces like Japan's Kikkoman soy sauce and China's Lee Kum Kee oyster sauce. Foreign students often express regret, saying, "Even if you want to make and eat Korean food at home, you have to go to a Korean mart in a big city to get red pepper paste." In addition, CEO Choi said, "Now is the time to cultivate human resources that can entertain our food culture with knowledge of global food culture."

출처 : 경향신문 ( )\eneral/article/201807271519001

Translated by: Bianca (2022.07.09)



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