Korean food in vogue in China

Foreign investors pose at Bulgogi Brothers in downtown Seoul after taking part in a training program for foreign franchisees-in-waiting. From left are Pitt Li from China; Gunung Sahari Xi from Indonesia; Kar Leon Cheng from China; and Chavivat Peechapol from Thailand.

By Park Si-soo

There are multiple indications suggesting that Korean food is in vogue in China, said a financial analyst who has studied the Chinese restaurant industry.

“As the popularity of Korean pop culture in China goes up, so does the demand for Korean food,” said Kar Leon Cheng, managing director of Chinese private equity fund Chaswood Resources. “Another good sign is that Korean food is widely perceived as healthy food. The demand for healthy food is on the rise as more people get fatter paychecks and become health-conscious.”

Cheng recently took part in a training program in Seoul organized by Korean restaurant franchise Bulgogi Brothers for its franchisees-in-waiting overseas.

The Oxford University graduate said competition among healthy food suppliers is heating up in the neighboring country, but there are few players stronger than Bulgogi Brothers in terms of its financial power and systemized operation.

He said an increase of inbound Chinese travelers will help ramp up demand for authentic Korean food in their country.

“There are many Korean food restaurants in China but few Chinese recognize them as authentic Korean food,” he said. “Many Chinese travelers may see or visit Bulgogi Brothers in Seoul and this experience will cause them to believe that this brand is a credible provider of authentic Korean dishes.”

Another analyst Pitt Li of Chaswood Resources echoed the view that the Korean restaurant brand’s growth potential in China is strong, but stressed that it still has a long way to go in the Chinese market.

“A mistake many foreign companies in China make in common is that they believe China is one market,” Li said. “China is not one market. It has many markets with people whose dietary preference is diverse.”

Chavivat Peechapol from Bangkok expressed strong potential of Korean food business in Thailand, saying more people consume Korean food for health and balanced nutrition.

Gunung Sahari Xi from Jakarta said Korean restaurant will become more competitive in Indonesia with quicker catering and other customer services.