Global consumers are turning their attention to more exotic tastes.
In the global market where Italian, Mexican, and Japanese cuisines have long been popular,
Korean cuisine is emerging as a new favorite with its new, more exotic taste.
Here, we are going to assess the potential of Korean food’s global growth in the following three respects:
Preference for spicy flavors trickles down to Korean food
Spicy flavors, which are traditionally favored in South Korea, are gaining huge popularity around the globe as well. Among Korean food items, Gochujang, in particular, is garnering a lot of attention for its spicy flavor.
- Search Keywords
- Spicy food
- Search volume trend
- 2009. 4. 1. : about 250 thousands cases
- 2012. 3. 1. : about 400 thousands cases
- 2015. 2. 1. : about 550 thousands cases
- 2018. 1. 1. : about 780 thousands cases
- Search Keywords
- Gochujang
- Search volume trend
- 2009. 4. 1. : about 30 thousands cases
- 2012. 3. 1. : about 200 thousands cases
- 2015. 2. 1. : about 350 thousands cases
- 2018. 1. 1. : about 1000 thousands cases
There’s a certain kind of consumer who is more receptive to new tastes, who can be labeled ‘food adventurous.’
They have a positive attitude towards experiencing new tastes through exotic dishes or simply trying out such dishes, and the preference for spicy flavors is particularly high among them.
Given the tendencies of these consumers, it is possible for spicy flavors to serve as a factor that leads them to try out new dishes.
Consumer attitudes toward exotic
- Survey: Experience new tastes through exotic dishes.
- Total Consumer : 76 percent agree
- Food adventurous : 88 percent agree
- Survey: I enjoy learning about the exotic dishes.
- Total Consumer : 67 percent agree
- Food adventurous : 88 percent agree
Q: How much do you agree or disagree with the following statement?(Top2, %, Surveyed in Jul, 2018)
*Source: Flavor innonvation on the menu_US Otc.2018, Mintel
Attitudes toward spicy flavors
- Survey: I exceedingly prefer spicy favors / the spicier, the better.
- Food adventurous : 41 percent agree
- Those who try new dishes now and then : 19 percent agree
- Those who are not inclined to try new dishes : 13 percent agree
- Survey: I am quite fond of spicy flavors.
- Food adventurous : 45 percent agree
- Those who try new dishes now and then : 51 percent agree
- Those who are not inclined to try new dishes : 38 percent agree
- Survey: I am not fond of spicy flavors.
- Food adventurous : 14 percent agree
- Those who try new dishes now and then : 30 percent agree
- Those who are not inclined to try new dishes : 49 percent agree
Q: Which best describes you attitudes toward spicy food?(SA, %, Surveyed in Jul, 2018)
*Source: Flavor innonvation on the menu_US Otc.2018, Mintel
Korean food can be enjoyed in a variety of ways thanks to its diverse applicability
The reason for the potential of Korean food’s attaining even more global popularity is its diverse applicability.
For example, in South Korea, not only can kimchi be consumed alone, but it can also be used as an ingredient for stews and fried rice. Likewise, around the world, in addition to being consumed alone, kimchi is also being used as an ingredient or topping for dishes such as burgers, noodles, and tacos. Besides kimchi, Korean barbeque ribs and bulgogi are also deemed to be of high value due to their equally diverse applicability.
Providing fresh fun and targeting diverse customers via personalization
On the back of the bowl concept build-your-own dishes trend, bibimbap, recognized as a Korean bowl meal, is also gaining increasing popularity.
First, bibimbap induces a new sensation because you can build your own bibimbap by choosing from among a diversity of toppings. Accordingly, bibimbap can satisfy a variety of consumer needs; vegetarians and those on a diet can choose vegetable toppings only while those wanting hearty meals can build their bibimbap primarily with meat-based toppings. As such, bibimbap allows a wide range of options for diverse consumers, hence a rising interest for it in the global market.
Korean food is approaching global consumers based on unique characteristics such as spicy flavors, applicability, and personalization. We are curious to see how Korean food will continue transforming itself, what direction it will take and how its potential will unfold in the global market.
