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KMID : 0665420110260060698
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Korean Journal of Food Culture
2011 Volume.26 No. 6 p.698 ~ p.708
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Global Korean Food Marketing Communication of Government Agencies and Restaurant Companies
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Yang Il-Sun
Kim Eun-Jung
Shin Seo-Young
Cha Sung-Mi
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Abstract
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The purpose of this study was to analyze methods and contents of global Korean food marketing. In-depth interviews were
conducted from July to October in 2010 using a qualitative research approach. Government agencies and restaurant
companies emphasized well-being and healthy aspects as a Korean food identity. Regarding the marketing contents,
government agencies commonly included standard loanword orthography and recipes. On the other hand, restaurant
companies contained their own contents differentiated from other brands. Government agencies used CF, video, book and
newspaper as communication channels but restaurant companies did not have systematic communication channels.
Government agencies attempted to use holding, supporting and participating expositions as communication methods,
whereas restaurant companies mainly used sales promotion and point-of-purchase as communication methods.
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KEYWORD
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Globalization of Korean food, marketing communication, in-depth interview
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