By Jane Han
Staff Reporter
Extended families once pickled tens of jars of gimchi (fermented cabbage) to share with neighbors and relatives, but today's homemakers are turning away from the time-honored tradition, citing bagged ready-mades as cheaper and tastier.
Online shopping site Auction's recent survey of 7138 women showed that 65 percent of those surveyed don't know how to make gimchi and 63 percent said they didn't make any this year because of high vegetable prices.
``It is pretty surprising considering how important the staple food is to Koreans, but the survey demonstrates the latest trend,'' said Kim Jong-yong, a marketing strategist for Chongga Kimchi, the nation's No. 1 packaged gimchi manufacturer.
He said making pickled cabbages at home used to cost consumers about 85 percent of the ready-mades, but with the current soaring produce price, it would cost about 120 percent of the branded gimchi.
``If you account for labor and stress, buying factory manufactured comes out to be much cheaper _ and tastier,'' he said, adding that Chongga Kimchi's sales grew 30 percent over the past year, while industry-wide sales jumped 20 percent.
Kim predicted growth to continue through November and December, which are traditionally considered intensive gimchi-making months.
Instead of buying fresh cabbages, hot pepper powder and some 10 other ingredients, the Chongga official said, housewives rely on supermarkets to provide freshly fermented lettuce, which is then tucked away in gimchi fridges at home.
And experts say the innovation of gimchi refrigerators is another reason for the mass-produced staple's sales growth.
``Since people are getting used to conveniently storing gimchi, instead of digging up the ground, they're wanting to go convenient all the way,'' said a spokesman of WiniaMando, the country's first-ever maker of this specialty fridge.
Local manufacturers are welcoming the trend, a change from the major sales slump two years ago when parasite eggs were found in gimchi imported from China.
However, Chinese imports, which are used most commonly by restaurants, are beefing up their presence once again, as industry experts expect the foreign-made will account for almost 50 percent of the local market share.
``We just have to compete with better taste,'' said Kim, adding that although gimchi is a signature dish defining Korean culture, increasingly more people are making it. ``Local makers are keeping up with the pace and expanding exports.''
Currently, Chongga Kimchi sells more than 35 types of gimchi to 15 countries worldwide with Japan beings its top buyer, followed by the U.S. and Europe.
It is even being co-developed with the Korea Aerospace Research Institute to be sent to space with the country's first astronaut Ko San next April.
Although some of traditional aspects have faded away with time, the new changes are considered positive.
``Convenience is always welcomed by consumers, especially the younger ones,'' said Kim. ``In that sense, the upward trend is expected to grow steeper.''