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KMID : 0665420200350060524
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Korean Journal of Food Culture
2020 Volume.35 No. 6 p.524 ~ p.537
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The Change of Masan’s Restaurant Business from Liberation until the mid-1960s - Focused on Analysis of the 「MasanIlbo」Advertisememts -
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Lee Kyou-Jin
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Abstract
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This research was undertaken to examine Masan’s regional food service industry, which experienced drastic changes dueto liberation and the Korean war. Analysis of restaurant advertisements in ‘Masanilbo’ revealed a total of 92 restaurantsduring this period. The numbers of restaurants classified by the time periods are 18 (1946 to 1950), 27 (1951 to 1955), 17(1956 to 1960), and 30 (1961 to 1966). ‘Gomguk’ gained popularity in the early 1900s and became a speciality of Masan,resulting in the appearance of numerous Gomguk restaurant advertisements. After independence, Japanese foods werepredominant in Masan since the population was used to eating Japanese dishes during the colonial era. Moreover, there wasa major influence of the people who returned to the homeland. Masan was the place for refugees during the 6.25 war,resulting in the popularity of ‘Naengmyeon’; advertisements largely displayed ‘Pyeongyangnaengmyeon’ during the early1950s, and ‘Hamheungnaengmyeon’ during the early 1960s. Western food advertisements usually introduced ‘Dongaseu’and ‘Kareraiseu’, which were deeply influenced by Japanese culture. These various contributions resulted in alterations inthe food menu, such as the rise of fusion food which is not bound to any nation, spread of Japanese food culture, andpopularity of ‘Naengmyeon’.
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KEYWORD
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Masan, food service industry, restaurant advertisement, longevity restaurant
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