’K-food’ to be next big thing in Korean wave

The Korea Times

The Korea Times

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’K-food’ to be next big thing in Korean wave

Posted : 2011-09-27 18:36

Updated : 2011-09-27 18:36

The nation’s top agricultural bureaucrat expects that the next big thing in the Korean wave, dubbed hallyu, could be Korean food, or “K-food,” which he says will follow K-pop in chalking up global popularity.

Minister Suh Kyu-yong

By Kim Tae-gyu

The nation’s top agricultural bureaucrat expects that the next big thing in the Korean wave, dubbed hallyu, could be Korean food, or “K-food,” which he says will follow K-pop in chalking up global popularity.

Minister for Agriculture, Forestry, Fisheries and Food Suh Kyu-yong projected during a recent interview with The Korea Times that 10 years should be enough for Korean cuisine to receive worldwide recognition.

“It took three to five decades for Japanese and Thai dishes to spread into the international scene. In contrast, ‘K-food’ will be successfully globalized by 2020,” Suh said.

“The world has shown interest in Korean culture as demonstrated by the frenzy for K-pop of late. Similar trends will happen to ‘K-food’ once we effectively promote its advantages around the world.”

The life-time farming official, who took charge of the ministry early this year, said that numerous Korean restaurants will be found in major cities within a decade.

The expanding popularity of hallyu and K-pop from Asia to Europe will be of great help in achieving the Seoul administration’s efforts to promote Korean food, according to Suh. The 63-year-old said that K-pop and “K-food” are actually interconnected.

“As a representative slow food, good for health and dieting, ‘K-food’ will help people stay physically fit. In line with the recent well-being trend, this will be a big advantage,” he said.

“Have a look at the Wonder Girls, who are known to eat purely Korean foods whether they are in Korea or overseas. In my view, their good figures and stamina have something to do with our food.”

The Wonder Girls are publicity ambassadors for the ministry — the girl group will promote Korean farm produce for the following 12 months through a variety of events locally and globally.

The five members of the band made their debut in early 2007 and instantly emerged to prominence with the song “Tell Me” and the follow-up “Nobody.”

They advanced into the U.S. in 2009 and became the first Korean band to enter the Billboard Hot 100 chart late in that year with the English-language version of “Nobody.”

Suh said that the ministry plans to pull out all the stops in underpinning entrepreneurs, who attempt to spread Korea’s traditional dishes through various supportive measures.

“Food is not just a commodity. It is a kind of culture. Hence, the globalization of ‘K-food’ should be carried out under a long-term perspective rather than a short-term viewpoint,” Suh said.

“We have set up five major missions for the rise of ‘K-food’ including the establishment of the necessary infrastructure, expansion of research and nurturing experts. We will put forth strategies for ‘K-food’ to gain wide popularity in the near future.”

voc200@koreatimes.co.kr