A Study of the Current State of Korean Restaurants in São Paulo in Brazil

브라질 상파울루시의 한식당 현황 및 만족도 조사

  • Received : 2012.04.10
  • Accepted : 2012.05.16
  • Published : 2012.06.30


To find an efficient solution for the globalization of Korean food in Brazil, we conducted a survey about the satisfaction of Brazilian natives who had visited a Korean restaurant, and possible suggestions for improvement. We also conducted indepth interviews with 13 owners of Korean restaurants in Seo Paulo, Brazil, about their plans to improve Korean food to be more appealing to the Brazilian palate. Our research shows that Korean restaurants had a below average reputation for employee kindness, menu taste and variety, interior, mood, and accessibility. As a result of the survey, we found that Korean restaurants were considered in general to be below average. The survey also showed that the higher the level of a person's economic standing, the less satisfaction they had with Korean food restaurants. We also found that the most common pieces of advice that Brazilian women had regarding Korean restaurants were to offer more variety in the menu, maintain a cleaner restaurant, and to actively engage in public relations. The general concerns of everyone surveyed focused on cleanliness and public relations of the restaurant. However, food-related people focused more on the taste and quality of the food. Sao Paulo is currently the most well-developed economic center in South America, so the world's food service industry is pushed to the front of its ongoing development. For Korean food to make inroads into Brazil, Korean restaurants need to change the niche that they occupy. First-generation family businesses and second-generation specialized family businesses coexist in that city. So first of all, to localize the Korean food for Brazilian tastes, a menu system that will easily allow natives to access Korean food must be established. And second of all, it must support the total food culture by improving distribution, sanitation management, and marketing methods that can get the natives to like Korean food ingredients.


Brazil;Korean restaurant;globalization of Korean food;the satisfaction of Korean restaurant;in-depth interview


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Cited by

  1. Study on Perception and Preference Regarding Korean Fast Food among Students with Food-related Majors City of Pegnitz in Germany vol.30, pp.6, 2015,


Supported by : 농촌진흥청