Policy Direction of Food Tourism in Korea

Contents

01 Significance of Korean Food in Tourism

02 Major Policies for Food Tourism in

Korea - Basic Direction - Image Building - Culinary Marketing - Culinary Tour Programs

03 Conclusion

01 Significance of Korean Food in Tourism

Korean Wave Sweeping the World

K-Drama

Korean Wave: The popularity of Korean dramas and pop music has lead to growing interest in Korean food.

Since 1997. Broadcasting and movie contents

Since 2006. K-Pop idol stars

Since 2009. Increased interest in balanced, healthy Korean food

K-Pop Korean Food

01 Significance of Korean Food in Tourism

Korean Food: Major Cultural Appeal to International Travelers

Growing interest in Korean cuisine

“Korean food is well balanced.” (WHO, 2004)“Kimchi is one of the world’s top five healthiest foods.”

(US Health Magazine, 2006)“Korea has the lowest obesity rate among OECD

members.” (OECD, 2009)

Ingredients and cooking methods a healthy diet

-Low-calorie ingredients: Lots of vegetables and seafood

- Healthy cooking methods: Fermentation, steaming and boiling instead of frying

- Functional food: Proven health benefits from fermented dishes like kimchi and jang (Soy sauce, soybean paste, red pepper paste).

Korean food constitutes the representative image of Korea

01 Significance of Korean Food in Tourism

A 2010 survey by the Korea Culture & Tourism Institute found that international tourists decide to visit Korea mainly for shopping (59.8%) and culinary experiences (40.2%).

Considerations for Deciding to Visit Korea

Multiple Choice Single Choice

02 Major Policies for Food Tourism in Korea

- Development of tourist programs combining food and culture are underway

1. Basic Direction

Building positive images of Korean food

Development of culinary tour programs

- Aggressive marketing to establish strong presence with culinary attractions

02 Major Policies for Food Tourism in Korea

⇒ Relaying the Message

Korean Cuisine = Healthy, Fermented Dishes

- Well-being, “slow” food, dishes rich in natural

ingredients, etc.

Homology of Food and Medicine

- Seasonal food, healing food, temple food, energizing food

Publications, blogs, UCC and food-themed events

<Key Message>

02 Major Policies for Food Tourism in Korea

2. Image Building

Publish Michelin Red Guide Korea

- In collaboration with the Korea Tourism Organization, negotiate with Michelin for publication of Michelin Red Guide Korea to cultivate Michelin starred Korean restaurants *Michelin Green Guide South Korea published in 2011 (Available in French/English, 5,000 copies each)

Bid for Listing of Kimchi and Kimchi Making as UNESCO Cultural Heritage

- In collaboration with the Ministry for Food, Agriculture, Forestry and Fisheries, and the Cultural Heritage Administration, create a task force to list Kimchi and Kimchi making as a UNESCO cultural heritage

02 Major Policies for Food Tourism in Korea

Image Building Actions

- Support international exchange programs such as World Korean Food Competition

& Festival and Korea-China Food Culture Festival

* Korean-food themed tour program competition, Pictures/Posters/UCC competition

Marketing Culinary & Cultural Tourism Tapping Korean Wave

- Develop tour programs combining K-Pop and culinary experiences

Utilize the popularity of Korean & international celebrities as well as overseas

diplomatic offices (cultural centers)

Supporting Korean Food Road Show

02 Major Policies for Food Tourism in Korea

Image Building Actions

On & offline promotion of 160 tourist restaurants

200 Food-Themed Streets (2011)

English Menus and Dialogues (2008)

Tastes of my Hometown: 170 Regional Representative Dishes & Stories (2009)

Michelin Green Guide South Korea (2010~2011)

02 Major Policies for Food Tourism in Korea

3. Culinary Marketing Targeting International Visitors

Web page for Korean menus in foreign languages

(Visitkorea.com, English/Japanese/Chinese)

Website for Korean food in foreign languages

(Koreataste.org, English/Japanese)

Publish guidebooks for international visitors looking for unique culinary

experiences in Korea

Korea Food Trail Tour Programs

- Develop “Rail Gourmet” tour programs / Native local culinary programs for international visitors

Multi-Purpose Tour Programs (Cultural performance + Culinary experience Or Beauty treatment/medical tourism + Culinary experience)

- Gwanno Mask Drama in Gangneung + Traditional Korean food at Korean-style garden

- Beauty/medical treatment + Oriental medicine village tour + Wild herb dishes + Herbal therapy

Temple Stay & Temple Food Programs

- Meditation + Temple food cooking + Trail walking+ A night at the temple

02 Major Policies for Food Tourism in Korea

4. Culinary Tour Programs

Traditional Food Experience Tour Programs

- Tour programs where travelers visit the manufacturing facilities of and taste six

major traditional fermented foods (kimchi, red pepper paste, bean paste, soy

sauce, salted fish and sun-dried salt)

Specialty Food-Themed Tour Programs

- Tapping into the popularity of makgeolli (rice wine) in Japan as a healthy drink, a makgeolli tour program can be developed as well as other Korean food- themed trips

Slow Food Tour Programs

- Connect slow city tour programs with gourmet slow food experience as part of ecotourism

- Slow Food Korea has designated sun-dried salt from Shinan, shiitake from Jangheung, rice cooked in a bamboo tube from Damyang, jaecheop (march clam) soup from Hadong, and abalone rice porridge from Wan Island as major slow food items in Korea.

02 Major Policies for Food Tourism in Korea

03 Conclusion

Enhance national image as an attractive culinary tourist destination by improving tourist services and

developing various food tour programs

Food is an integral part of culture. Korean food is strengthening its presence in the world.

Bibimbap is now served by Air France on its planes increasing its appeal to Europeans.

03 Conclusion

Sales of kimchi are increasing in many parts of the world due to its designation as a healthy food.

Other food items like doenjang (bean paste) and makgoelli are also growing in popularity worldwide.

Thank you