DOI QR코드

DOI QR Code

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

Abstract

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.

Keywords

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

References

  1. 농촌진흥청. 2009. 21세기 신성장 동력 한식세계화. 농촌진흥청. pp 5-6
  2. 이승덕. 2009. 브라질 들여다보기. 한국외국어대학교출판부. 서울. pp 32-48
  3. EIU (Economist Intelligence Unit). 2010. Brazil unbound: How investors see Brazil and Brazil sees the World. Investment and business environment at Brazil Report. p 2
  4. Kim MH, Woo NRY, Chung HK. 2011. Acceptance Process and Globalization Strategy for Korean Food Introduced into Vietnam. The Korean Society of Food culture, 26(3):199-210
  5. Lee SY, Hwang MY, Kim DH, Yang IS. 2010. Implementing Customer Experience Management on Korean Restaurant Globalization:A Focus on American, Chinese, and Japanese Customers. Korean J. Tourism Sciences, 34(7): 133-157
  6. Min KH. 2011. A Study on the Globalization of Korean Food and Actual Conditions of Korean Restaurants in Australia by an In-Depth Interview. Korean Journal of Culinary Research, 17(1):44-57
  7. Na DS, Lee C. 2010. Fundamental research for making designmodel toward launch & development of Korean franchised-fast food cuisine in US market, based on successful cases in US market -based on successful cases in US market-. Korean Society of Basic Design & Art, 1(11):171-181
  8. Shin BG, Kwon YJ. 2010. Difference analysis on the cognitioin, image, attitue and globalization of Korean foods among American, Chinese and Japanes groups. J Foodservice Management Soc of Korea 13(3):311-332
  9. Yang IS, Ahn JA, Back SH, Lee HY, Chung YS. 2011. A Comparative Analysis of American, Chinese and Japanese Consumers' Usage Behavior of Marketing Communication towards Overseas Korean Restaurants. Korean J. Food & Nutr, 24(4):808-816 https://doi.org/10.9799/ksfan.2011.24.4.808
  10. 농림수산식품부. 2010. 식품산업진흥계획. www.mifaff.go.kr
  11. 지윤정. 2008. 브라질 5대 신소비계층 분석. 상파울루무역관. www.kotra.or.kr
  12. BFIA (Brazilian Food Industry Association). 2010. The food industry. www.dc. mre.gov.br. Report. p 67

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, https://doi.org/10.7318/KJFC/2015.30.6.726

Acknowledgement

Supported by : 농촌진흥청