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Global Korean Food Marketing Communication of Government Agencies and Restaurant Companies

한식 세계화 유관기관 및 해외진출 외식기업의 해외 한식 마케팅 커뮤니케이션 분석

  • Yang, Il-Sun (Department of Food & Nutrition, Yonsei University) ;
  • Kim, Eun-Jung (Institute of Food and Nutritional Sciences, Yonsei University) ;
  • Shin, Seo-Young (Department of Food & Nutrition, Seoil College) ;
  • Cha, Sung-Mi (Department of Foodservice Industry, Hanyang Woman's University)
  • 양일선 (연세대학교 식품영양학과) ;
  • 김은정 (연세대학교식품과학연구소) ;
  • 신서영 (서일대학교 식품영양과) ;
  • 차성미 (한양여자대학교 외식산업과)
  • Received : 2011.12.05
  • Accepted : 2011.12.12
  • Published : 2011.12.30

Abstract

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.

Acknowledgement

Supported by : 농촌진흥청

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