‘Hansik’ globalization efforts in full swing

New Yorkers get “bulgogi” burgers and other fusion Korean dishes from a food truck, “Discover Korea’s Delicious Secret” in New York on April 18, 2011. Under a campaign to publicize Korean food among Americans, sponsored by the Ministry of Agriculture, Forestry, Fisheries and Food, the truck toured the eastern part of the United States for a month. (Photo : Ministry of Agriculture, Forestry, Fisheries and Food)

Korea aims to make local cuisine one of world’s top five by 2017

Korea has spent tens of millions of dollars over the years to promote its cuisine, “hansik,’’ with the aim of becoming a favorite of diners across the world.

TV broadcasters in Europe and the United States were paid to air a series of documentaries on various Korean dishes in order to increase awareness among Westerners. Foreign newspapers and magazines regularly carry stories on what Koreans eat.

The government has also been offering non-Koreans free cooking classes at its cultural centers abroad and providing assistance to restaurants with Korean cuisine on their menus through financial and other support to help them develop dishes and upgrade services, attracting more diners.

All these efforts have come to fruition as the nation’s food gains increasing popularity among non-Koreans.

“The government has spent over 87 billion won ($77 million) since 2009 to boost the awareness of hansik among foreigners,’’ said Oh Jung-kyu, vice minister of agriculture, forestry, fisheries and food. “Now more non-Koreans know about our food and there are more restaurants across the globe serving various Korean dishes.’’

Oh said in the long term, hansik will become one of the world’s top five cuisines by 2017 if both the public and private sectors continue to make concerted efforts to develop dishes suited for non-Koreans and upgrade its image.

“In order to globalize hansik, we have helped restaurants improve its taste and upgrade its image with Westerners. They have also lowered prices, provided a cleaner dinning environment, improved customer services and promoted their business through media outlets,’’ the vice minister said.

As a result, a growing number of non-Koreans have become fond of the local cuisine.

According to a recent ministry survey, 41 percent of New Yorkers either tried or are willing to eat hansik in 2011, up from 31 percent in 2010 and 9 percent in 2009.

Four Korean restaurants, including Danji in New York and Matsunomi in Tokyo, earned stars from Michelin Guide, an internationally renowned travel guide. Additionally, high-end restaurants not only in China and other Asian countries, but also in the United States have begun serving various Korean dishes.

In July, InterContinental Hotel Group, one of the world’s largest hotel chain operators, said it will promote hansik at its hotels across the globe beginning October. A wide range of Korean dishes will be promoted and offered at InterContinental hotels and other affiliated facilities in Vietnam, Hong Kong and other Asian countries. Guests staying at InterContinental hotels in the United States and Europe will also be able to taste Korean food next year.

A growing number of restaurant franchises here have made inroads into foreign markets over the past few years, riding on the increasing popularity of Korean dishes overseas. A total of 37 franchises operated 210 restaurants in 2011, up from 109 restaurants by 27 chains.

For instance, CJ, one of the country’s largest food companies, has opened restaurants in the United States, China and Singapore over the past two years. Bibigo serves bibimbap, rice with a mixture of vegetables and meat, and bulgogi, sliced and seasoned barbecued beef, among others.

Hansik under growing spotlight

In May last year, the Public Broadcasting System in the United States aired a 13-part documentary series titled “Kimchi Chronicles,’’ introducing Korean food along with its culture and nature.

The program takes viewers to Seoul, Busan, Jeju Island, and Sokcho and to luxury and working-class restaurants, traditional markets, Buddhist temples, the kitchens of noble families and the work sites of woman divers to show how Korean cuisine is prepared and consumed.

The program was hosted by the Korean-born host Marja Vongerichten, wife of Jean-Georges Vongerichten, the Michelin three-star chef and New York restaurateur. Hollywood stars Hugh Jackman and Heather Graham were narrators.

Also, a number of Korean chefs were invited to the Madrid Fusion 2012, one of the world’s most famous gourmet functions, in January to oversee the culinary competition and other events.

“We will not remain complacent with what we have achieved so far. We will continue to engage in a wide array of activities aimed at globalizing hansik,’’ a ministry official said. “First, we will promote local cuisine through hallyu marketing and create an environment where all related organizations can make more concerted efforts toward the goal.’’

The ministry also plans to extend more financial and other support to those opening Korean restaurants overseas.

“We will conduct market research in China and other major foreign markets and provide relevant information to Korean restaurant operators. We will also publish culinary guidebooks for local consumers,’’ he said.

The ministry will educate about 2,200 chiefs and hall employees at Korean restaurants each year in the United States, China, Japan and 10 other foreign countries, This is aimed at helping restaurants provide higher-quality Korean dishes and more professional customer service.

“We will also encourage local colleges to offer more training courses for those seeking to learn how to cook Korean cuisine and work at overseas restaurants,’’ the official said. <The Korea Times/Lee Hyo-sik>

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