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KMID : 0665420120270010030
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Korean Journal of Food Culture
2012 Volume.27 No. 1 p.30 ~ p.37
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Preferences of U.S. consumers for setting quality factors of Bibimbap
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Seo Sang-Hee
Kwock Chang-Keun
Wie Seung-Hee
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Abstract
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The purpose of this study was to identify U.S. consumers’ preferences for Bibimbap and to determine whether or not
Bibimbap can be adopted into the American palate. A total of 214 people tasted a controlled amount of Bibimbap and
Gochujang sauce (red chili pepper sauce) and then completed a preference test. Bibimbap was highly rated overall in the
areas of appearance, color, smell, and taste. Gochujang sauce was also well-accepted in terms of taste and spiciness. Most of the participants disliked the seaweed and shiitake mushrooms, which means that Bibimbap can improve its garnish taste and aroma by removing them. Further, a more watery sauce was served as foreigners are not familiar with mixing food culture. Therefore, by offering diverse ingredient options, the acceptance of traditional Bibimbap can be increased in the U.S.
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KEYWORD
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U.S. consumer, Bibimbap, preference
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