Have a Kimchi Day

HAVE A KIMCHI DAY! FROM KOREAN DISH TO THE GLOBE DISH

YONGHYUN SEO

HAVE A KIMCHI DAY! FROM KOREAN DISH TO THE GLOBE DISH

YONGHYUN SEO

이 책이 작지만 강한 나라, 나의 조국 대한민국의 음식 세계화에 작은 도움이 되었으면 합니다. 또한 많은 것을 보고 듣고 배울수 있게 해주신 존경하는 부모님께 바칩니다

This book is dedicates to Korean food globalization.

Also, to my great parents.

TABLE OF CONTENTS

INTRODUCTION

9

INTRODUCTION OF KOREAN FOOD 1. HISTORY

12

2. SIDE DISHES

13

3. HEALTHY FOOD

14

4. KIMCHI

16

KOREAN RESTAURANT IN U.S. 1. GIWA

20

2. RICE & MIX

22

3. K-TOWN BBQ

24

4. PICK & MIX

26

SUMMARY OF KOREAN RESTAURANTS IN US

30

CHARACTERS OF CUISINES 1. CHINESE 2. JAPANESE

Copyright © 2013 by Yonghyun Seo Photography by Yonghyun Seo All rights reserved. No portion of book may be reproduced mechanically, electronically, or by any other means, including photocopying without written permission of the publisher.

Book design by Yonghyun Seo The Bachelor of Science in Industrial Design at The University of the Arts 320 South Broad Street Philadelphia, PA 19102 First printing December 2013

32 34

3. MEXICAN

36

4. THAI

38

INSPIRABLE PRODUCTS 1. MCDONALD’S

40

2. KOREAN TACO TRUCK

41

3. MAOZ

42

4. FOODBALL

43

SYNTHESIS

44

JOURNEY

46

CHALLENGES

48

BIBLIOGRAPHY

50

INTRODUCTION

When I visited my friend’s family for Thanksgiving, my friend’s father asked me about South Korea. I knew that this is going to happen so I prepared some answers what most American people are curious about my country. Such as South Korea’s relationship with North Korea, Demilitarized Zone (DMZ), and basic Korean lifestyles.

When the dinner and the Korea lifestyle conversation was almost finished, he ask me about Korean food. He said, “I have never had Korean food but I am curious about it. I know a Korean restaurant is around 5 minutes from my house but I went.” I was totally shocked by his words.

“Oh my god! This is so good. I have never tasted it before it is really good. Wow this is beautiful and colorful, how can I eat these dishes,” said my friend’s father. This is what I have heard from my friend’s who I have introduced Korean food to. As soon as they see and eat Korean food people realize it is delicious, beautiful and healthy.

However, like most of my American friends, most people do not know about Korean food or never had a chance to eat it. Why is it happening? Why aren’t Korean food popular like Chinese, Japanese and Thai food?

Five years ago, the Korean government started a national project called the Korean Food Globalization. However, the project did not worked as nation wished. The project spent huge sums of money, but most of the enterprises failed or only a little came out of it.

9

WHY FOOD INDUSTRY? The food industry is one of the biggest industries in the world economy, bigger than the steel and iron, IT and car industry.

Also, the food industry creates more jobs than other industries.

It influences other industries such as culture, medical and distribution industry. And it has voluminous economic potential.

So, success in the food industry can cause an enormous economy effect in countries.

This is the reason why Korea and many other countries are putting enormous amounts of money and efforts into making their food and recipe global. Also, in the 21st century is a competition place for ideas and culture.

INDUSTRY SIZES $4931

$3500

$1600 $500

FOOD

10

IT

CAR

IRON & STEEL Datamonitor Reports in 2009

INTRODUCTION TO KOREAN FOOD

1. HISTORY

2. SIDE DISHES

With more than 5,000 years of history and regional

Korean foods are complete and set on the table, at the same time and

characteristics, into various vegetables, meats and seafood

does not have courses like main and dessert. The most significant

have been developed their own unique dishes.

characteristic about Korean table is side dishes. Side dishes refers to small dishes of food served along with cooked rice and call these

The latest and important dynasty for Korean cuisine is Joseon

side dishes as Banchan. The average family takes five to seven

dynasty(1392 - 1910). During this period Korean made royal

side dishes for their meal. These side dishes are composed of many

court food that influenced contemporary Korean food. For

various vegetables, seafood and meats. These varieties of Banchan

example, traditional seasoning, ceremony, fermentation dishes.

provide different nutritions and make well-balanced meals.

In modern times, Western and Japanese food cultures have been introduced to Korea, so Korean food are now able to use for those cuisines ingredients for dishes. And, it made Korean food more diverse and spicy.

Source: National Folk Museum of Korea – Royal table

12

Today’s Korean Restaurant

13

3. HEALTHY FOOD 5,000 years of kitchen and food history means a lot. The Korean food history

Furthermore, people following a diet based on Korean Food, such as:

created healthy foods. In 2004, the World Trade Organization selected

Bibimbap (rice with wild herbs and vegetables), Kimchi, and others,

Korean food as healthy diet food. Also, many studies demonstrate why and

had more consumption of carbohydrates, but showed a relatively.

how Korean food is good for human health.

Low amount of glycemic index as people following a diet based on western food, such as: pork cutlets, hamburgers and others. The

The Korean Ministry of Food, Agriculture, Forestry and Fisheries did

insulin index was also low, which reduces the chance of getting adult

a clinical trial. The medical school of Cheonbuk National University

diseases or diabetes.

conducted study about comparisons between Korean food and Western style food. The study showed that Korean food increased in sperm activity, and male hormones, as well as the generative functions of males.

The most basic sauces in Korean kitchen is Gochujang and Deanjang, both of which help in lose abdominal fat and decrease neutral lipid level. Also, the most well - known Korean dish, Kimchi, demonstrates anti-cancer effect.

TRIGLYCERIDES CHANGES (MG/DL) 95

SPERM ACTIVITY

83.3

ACTIVITY % 100

ACTIVITY %

(NORMAL GROUP)

75

(ABNORMAL GROUP) 36.5 24.5 KOREAN

Bibim Bap

50

75

WSTERN

50

0WEEKS

8WEEKS

25

8WEEKS

Pork Cutlets

Hamburger

FAT QUANTITY (GRAM) 16.5

0WEEKS

Kim Bap

17.1

25.3

23.2

Source: The Taste Of Korea – Ministry of Food, Agriculture, Forestry, Korea and Medical school of Cheonbuk National University

14

15

4. KIMCHI One of the well-known American magazines, Healthy, declared one of the top five healthiest foods in the world to be Kimchi. Kimchi is the most popular and well-known Korean dish. It is fermenting brined Korean cabbage with Korean radish, vegetables, salt-fermented seafood, ground red pepper, and various seasonings.

Led by Kang Sa-ouk, professor of microbiology at Seoul National University, said that, “Culture fluid of Leuconostoc Kimchi, a lactic ferment in Kimchi, was clearly helpful for chickens suffering from bird flu, Newcastle disease, and bronchitis. Also, a lactic ferment in Kimchi contributes to aging prevention”(Kang).

Source: Koreataste – Kimchi

16

KOREAN RESTAURANT IN U.S. DINE IN V.S. TAKE OUT

Most Korean restaurants are for dine in and few people Since 2009, the Korean government has put more than 100 billion

1. Bibimbap : ibimbap is a dish mixed

dollars under the project “Korean Food Globalization.” However, there

of cooked white rice, vegetables, beef,

are many problems and it did not work as what they wished. There were many missing important points.

What is going on in Korean restaurants in America? What are the things they are missing? Is there any successful Korean restaurant model?

The Korean government and almost all Korean restaurants are aiming for a dine-in system and luxury restaurants like Japanese cuisine.

garnishes and fried red pepper paste. It is

97

%

DINE-IN

take out their food.

“I like to dine in rather than take out Korean food because of food temperature give different taste. Also, I really like Korean stone pot.”

said that this dish came from the customs

- Christina 30, lawyer

of memorial services and rural villages.

2. Bulgogi : Bulgogi is a dish barbecued of thinly sliced beef that is pre-marinated with various seasonings on a hot barbecue pan.

- Koreataste Organization

WHO ARE THE CUSTOMERS

However, it doesn’t quite work. Also, most restaurants are dealing with only Bibmbap¹ and Bulgogi².

70 % KOREAN

Nearly seventy percent of Korean restaurants are dealing with Korean customers.

HOW DO YOU KNOW?

54 %

FRIEND

Source: Koreataste – Bibimbap

18

Source: Koreataste – Bulgogi

More than half the percentage people who eat Korean food were introduced by their friends. Seems it is the most effective way of introducing Korean food.

Source: Samsung Economic Research Institute, Mindong Won

19

GIWA, PHILADELPHIA LOCATION

GIWA is a well established Korean restaurant model in Philadelphia.

GIWA is located in Center City. This restaurant is the most popular

Center City, Philadelphia PA

Korean restaurant in Philadelphia and it is always packed during lunch PRICE

and dinner time.

$10 - 20 / a person

The restaurant owner Yong introduces many westernized Korean menus such as the Korean Taco. Also, they have authentic Korean foods but the

POPULAR MENU

tastes are less spicy and lighter than authentic Korean dishes. He likes Korean food business so he keep developing new menus for customers.

Source: GIWA – Bibimbap

Source: GIWA – Giwa Tacos

CUSTOMERS

20%

KOREAN

80%

AMERICAN

PICK TIME LUNCH

DINNER

DINE IN V.S. TAKE OUT DINE IN

TAKE OUT

Source: GIWA – GIWA, Philadelphia

20

21

RICE AND MIX, PHILADELPHIA LOCATION

This restaurant is opened by GIWA’s owner Mr. Yong. This restaurant is more Bibimbap focused style. All the interior of

Center City, Philadelphia PA

the restaurant is designed for a salad bar style Bibimbap.

PRICE

They have other Korean menus as well.

$10 - 20 / a person

The restaurant gets crowded during lunch time and most customers are business people and medical people. One of the

POPULAR MENU

biggest differences in this restaurant is they do not serve basic Korean side dishes for free unlike other Korean restaurants.

Rice & Mix, Bibimbap

Salad bar Style Bibimbap System in Rice & Mix

CUSTOMERS

20% AMERICAN

KOREAN

80%

PICK TIME LUNCH

DINNER

DINE IN V.S. TAKE OUT DINE IN

TAKE OUT

RICE & MIX, Philadelphia PA

22

23

K-TOWN BBQ, PHILADELPHIA LOCATION

K-TOWN BBQ restaurant is located is Chinatown in Philadelphia. The restaurant was opened by Koreans but is now run by a Chinese owner.

Chinatown, Philadelphia PA

The reason of the location is access for Chinese customers. Han-ryu, PRICE

means “The Korean Wave” is a neologism referring to the increase in the popularity of South Korean culture. Because of this Han-ryu, Korean

$10 - 20 / a person

cuisine is quite popular in China and other Asian countries.

POPULAR MENU

The restaurants have pretty authentic tastes of Korean food. However, the interior design is closer to Chinese restaurants and some menus are Chinese food. This indicates who are the main customers for the restaurant.

K-Town BBQ Dishes

K-Town BBQ, Interior

CUSTOMERS OTHER

10% 40%

CHINESE

20%

30%

KOREAN

AMERICAN

PICK TIME DINNER

LUNCH

DINE IN V.S. TAKE OUT DINE IN

TAKE OUT

K Town BBQ, Philadelphia PA

24

25

PICK AND MIX,WEST HARTFORD CT LOCATION

This is a small size restaurant in West Hartford, CT. The restaurants main menu is Bibimbap. In this restaurant you can create your style

West Hartford, CT

Bibimbap as much as you want. Their Bibimbap system is basically PRICE

the same as a salad bar system, and gives the customer freedom in choosing ingredients - for the base, you can choose rice or sweet

$10 - 15 / a person

potato noodle, vegetables, protein and sauce. This restaurant system and some ingredients they use for Bibimbap does not exist in Korea

POPULAR MENU

but it works, and that is what makes the difference.

“I believe Korean cuisine is really healthy food. Korean people do not have that many allergies, unlike Americans because they grown up with Korean dishes. Also, many research and studies prove this.”

- Owner, Won Joo

Source: Pick & Mix – Bibimbap

Source: Gaspar Sancoche – Steet potato noodle

CUSTOMERS 5% KOREAN AMERICAN

95%

PICK TIME LUNCH

DINNER

DINE IN V.S. TAKE OUT DINE IN

TAKE OUT

Pick and Mix

26

27

WHAT DO YOU THINK ABOUT IT? One of my friend’s family never had Korean food before even though

“I like the Korean spicy taste a lot.”

they live a five minute walking distance from a Korean restaurant and they knew the place. The main reason why they haven’t tried is

Student, 20 “I love all the Dolsot (stone pot) options there.”

that they do not know about Korean food but the family have Chinese

Angie K.

food day. So, once they try new food or culture, it can be friendly with them and keep trying. However, the first time is not easy. How can we

“Usually when I crave Korean food, I have to swallow my disappointment

encourage people who never had Korean food before?

as I refuse to try a restaurant unless it has the blessing of one of my

“I really think Korean food is healthy food.”

“It is spicy but tasty spicy,”

Korean friends, because of how expensive they generally are.”

Karen L. “They served it in a hot stone bowl, which i can appreciate.”

“I like Kimchi Jun because if I had to eat Kimchi, it might be too much

Morgan D.

for the first time.”

“I think Pick and Mix food good place to start Korean food. It is pretty westernized so I can choose what ingredients. Because some of our family members are picky about foods and ingredients.”

“I spent a few months in Seoul, South Korea a hundred years ago, and one of the first things I tried when I was there was Bibimbap. I really enjoyed it!”

Taleah J. ”I find it much better to sit in the restaurant and enjoy a piping hot stone bowl full of meat, veggies and rice. I’ve had both the beef and pork dol sot Bibimbap and loved the flavors of both. It’s a little on the pricey side for lunch, so it’s an occasional splurge for me.”

Marissa C. “My friend told me that he went to a Korean restaurant in Chinatown and had good Korean food, and that made me want to go back to a real Korean restaurant not Korean food trucks. My good friend found this place on online.”

Floral Park

28

29

SUMMARY OF KOREAN RESTAURANTS IN U.S. IN GENERAL From research, I found many interesting facts about Korean restaurants and how they are running their business. I also found many advantages about Korean restaurants but at the same time, I was able to find disadvantages.

PRICE Most Korea restaurant you have to spent 10 to 15 dollars for a meal. It is not cheap for many customers and people who never had Korean food. It was a significant barrier to trying Korean food.

POPULAR MENU The most popular menus are Bibimbap and grilled meat dishes. Almost every Korean restaurants are serving the same dishes. It was really hard to find new menus for customers and find cheap and fast food menus.

CUSTOMERS The restaurants that I have researched have many American customers but also many of them are Korean. Also, from interviews there are many people who do not know about Korean food and never eat before. They don’t feel the need to try Korean food. The main problem is how to encourage these people to try Korean food.

DINE IN V.S. TAKE OUT Most restaurant have a delivery system but customers prefer to dine-in. The main reason is that Korean dishes have different tastes in different temperatures. Also, many people want to have a the meal in unique Korean stone pot Dolsot. Another problem with take out is restaurants do not have that much take out focused menus.

30

CHARACTERS OF CUISINES

ICONS

1. CHINESE

“We don’t have that take out box, we just use a normal take out box, and you can not find any

Nowadays, one of the most popular food and well known Asian cuisine

restaurant that will give you a fortune cookie.”

is Chinese. You can find Chinese restaurants anywhere you go and it is cheap. It is absolutely well mixed with American culture.

- WenHua Zang (Chinese Student)

Chinese food globalization was not easy at first. People thought Chinese food and places were substandard and unclean, so they did not want to try the food. However, they overcame this problem with Chinese population and Chinese immigrants. Chinese people formed

TIME OF DAY

Chinatowns in many cities and made Chinese culture familiar to non-

5%

BREAKFAST

Chinese people. Also, many Chinese celebrities have contributed for Chinese food globalization.

DINNER

65%

40%

When do you think about Chinese food what comes across your LUNCH

mind? Chinese cuisine has strong icons and what makes it special and unique. A fortune cookie and a Chinese food box are huge icons in Chinese cuisine but these do not actually exist in China, people created these successful icons for marketing purpose.

DINE IN V.S. TAKE OUT DINE IN

TAKE OUT

NUMBER OF RESTAURANTS

PRICE RANGE

PRICE LOW

Source: Culturecoach – China Town, Philadelphia PA

32

HIGH Source: Yelp – New York city restaurants.

33

ICONS

2. JAPANESE

Japanese food’s visual entertainment and unique taste are its strength. Fancy and colorful dishes fascinate customer’s minds.

If you are going to have a nice dinner and taste something different than usual, what would you have? Japanese food is an example of luxurious and visual entertainment. There are common perceptions about clean and nice service about the cuisine. Also, the cuisine has interesting visual components such as making sushi, Teppanyaki style of Japanese cuisine that uses an iron griddle to cook food, and well decorated dishes and interior design.

TIME OF DAY

Like Chinese cuisine, American people thought Japanese food was

BREAKFAST

5%

uncivilized food and they did not want to eat raw fish. However, during the Tokyo Olympics in 1964, the Japanese government used the world DINNER

event to introduce their culture and dietary life. After the Olympics,

70%

35% LUNCH

they continued invest in food promotion. In addition, today’s wellbeing boom also increase the Japanese food consumption.

DINE IN V.S. TAKE OUT TAKE OUT

NUMBER OF RESTAURANTS

DINE IN

PRICE LOW

Source: foodswallpaper.com – Sushi

34

HIGH Source: Yelp – New York city restaurants.

35

ICONS

3. MEXICAN

“I like and often have Mexican food because it is tasty, but it also can taste many other ingredients. Also, I believe it is healthy food.”

What would you get if you want to have healthy food and cheap price?

Mexican cuisine is really popular in America. The biggest reason

Customer at Chipolte

is that Mexican food and culture spread with many South American immigrants.

The most significant facts about Mexican food is that it is healthy and cheap. According to taco scientists at the Universidad de las Americas

TIME OF DAY

Puebla, “Mexican staples like tacos al pastor and cochinita pibil flautas actually have relatively healthy nutritional compositions”(Gentile, 1).

15%

In addition, you can easily can get big portion of Mexican food under ten-dollars.

BREAKFAST

40%

DINNER

45%

LUNCH

DINE IN V.S. TAKE OUT TAKE OUT

NUMBER OF RESTAURANTS

DINE IN

PRICE LOW

4. China Town, Philadelphia PA

36

HIGH Source: Yelp – New York city restaurants.

37

4. THAI The most interesting and recent success in the global food market is Thai cuisine. In early 2001, the Thai government began the “Kitchen of the World� project. The government established GTRC (Global Thai Restaurant Co.) with private investment, and put four-hundred million baht in the project.

Thai food has three different kinds of price divided restaurants, so the customer can choose their price range. Also, they have many different kinds of menu for every customer. For this system the Thai government teaches chefs and sends them to other counties. This is the reason why customers are confident in Thai restaurant and trust the quality.

GOVERMENT

PRIVATE INVESTMENT

38

INSPIRATION

1. MCDONALD’S - WORLD BEST FRANCHISE

2. KOGI BBQ TRUCK - NEW KOREAN FOOD

McDonald is the World’s most famous restaurant franchise. According to

In Los Angeles, there’s Kogi’s taco truck . They started their business

McDonald’s, they have more than 34,000 branches in 118 countries and

back in 2008 and now it has become an icon of LA street food.

serve nearly 69 million people everyday.

Before it launched, most Korean restaurants have dealt with authentic

There are several reasons how they became so successful in the restaurant

Korean dishes. However, Roy Choi, chef of Kogi Korean BBQ came out

food chain industry. The strength is that it is fast, cheap, and located nearly

with a different idea, offering very unique high-quality food at a low

everywhere. They successfully pulled out new items like coffees, smoothies

price point. According to Choi, good food is just a part of it and there is

and ice cream, and keep expanding the range of menu choices. The menu

also a culture that goes with. The truck itself is representing the brand

is slightly different depending on the country in order to appeal to local

and used as a marketing tool so that people can be visually attracted.

taste and culinary traditions. They offer various kinds of menus to meet

Kogi’s truck is one successful example of making and it shows a

diverse tastes and this activity eventually helps develop their new menu

potential and possibility of Korean food.

items.

Source: McDonald’s – Menus for the each countries

40

Source: Kogi – Kogi taco truck.

41

3. MAOZ - VEGETARIAN FAST FOOD

4. CAMPER FOODBALL - NEW FOOD, NEW SPACE

Maoz food business began in Amsterdam in 1991 and, it is Worldwide

Camper Food Ball, a healthy food store in Barcelona was created by Spanish

successful franchise chain today. The company is well-known for its

designer named Marti Guixe based on his concepts and design ideas.

healthy vegetarian fast food.

There are many remarkable things about this restaurant. First, it has a pocket structure shape and salad bar system which allow customers to add any ingredients that they want. Their wide range of choices for an ingredients and sauces are able to create diverse tastes. In addition,

There two very impressive facts about this restaurant. First, the restaurant space is totally different concept from any other store spaces. It is designed as “in between’ space that could be exterior and interior at the same time which gives a feeling that people are outside even though they are inside.

Second, it aims to be a restaurant, a bar, a fast food restaurant and a take-

the food the restaurant offers is from Middle Eastern recipe however

away. However, the concept of food is simple. The food ingredients they

they eliminated repulsion.

use is all from local resources. Similar to the space design concept, the ball

“It all started with a simple idea. To offer people a quick and easy meal option that’s delicious and nutritious and, of course, vegetarian. Falafel.

What a perfect solution.”

shaped food can also be inside and outside take out food. Camper Food ball, a new concept of food restaurant shows how the atmosphere affects food consumption and satisfaction. It is also the case that proves the important connection between food and local economic. Designer Marti Guixe describes FoodBall as ¡°a new way of eating food fast. 100% natural, 100% fresh, handmade, bio, organic, and full of ideology.

Source: McDonald’s – Menus for the each countries

42

Source: Imagekontainer / Knolke

43

SYNTHESIS

According to WTO, Korean food is healthy and well-balanced with

Thus, for the Korean food globalization, I need to define four problems.

high nutritional value. The ingredients give it a unique taste, scent and

First of all, I need a food that understands local taste like what

color which can only be seen in Korean food. It has unlimited potential

McDonald’s are doing. Second, I need to define Korean food image. For

and possibility.

example, Chinese has cheap and delivery, Japanese has luxury image

Korean food has taken its first steps towards food globalization and recently, many aggressive marketing has been done by Korean celebrities and the government. They produced a video advertisement for the New York Times and also created a video advertisement for display in New York Times Square.

In addition, many Korean food companies and restaurants are entering

and, Mexican has cheap and healthy. Third, the food has to be cheap to eliminate the price barrier. So, the food can aim to young urban adults who are easily accepting of a new culture and share with their friends. People who use Social Networking Service (SNS) are a free but powerful promotion tools. Finally, food has to be hands-on, fast food.

Our society grows faster, so people do not want to spend a long time for their meal anymore. Also, hands-on food can be edible in any situation.

the Western restaurant industry under support from the Korean culture wave which has been spreading Worldwide. Some restaurant menu, however contain spelling errors and their food descriptions are not clear enough to understand what kind of food there is.

HEALTHY (WELL BALANCED NUTRITION)

So what would be the best way to make Korean food global and popular as Chinese and Japanese food? In order to appeal to young and old, from Asia to America and Europe, there must be some changes and improvement. First, it’s the problems of price. Most Korean restaurants aim high-end luxury and the price is expensive. Obviously, less opportunity with less experience will only bring a certain amount of people’s attention. Secondly, the lack of diversity in menus. Korean cuisine is based upon rice, vegetable and meats therefore when people introduce Korean food to others, they only focus on Bibimbap, Kimchi and Bulgogi. Not many people know about other great dishes other than those. These are two major problems of Korea food globalization.

FAST AND FORTABLE

? ?

URBAN YOUNG ADULT

COMPETITIVE PRICE ($5 - 10) 44

45

FOOD DESIGN JOURNEY

EXISTING ICON

KOREAN FOOD GLOBALIZATION AUTHENTIC TASTE

HIGH-END/ DINE-IN

NEW ICON

TWO HANDS

WESTERNIZED

FAST AND PORTABLE

ONE HAND

46

DESIGN A NEW FOOD

47

CHALLENGES

COOKING AND NUTRITION I need to find a person who has enormous knowledge about cooking and nutrition. In doing so, I can start to create new healthy Korean fast food for world wide use. It will begin as soon as possible.

COOKING TOOL Once a food model has been created, I need to make a cooking tool specifically for making Korea food if it is possible and design a cooking system.

BUSINESS I need to find a person who knows about United States food market. Need to understand market situation and prepare a practical proposal, for making a Korean food business.

I need to research about market prices for food ingredients. Also, if it is possible, it would be a better to find long-term business partner.

RESTAURANT DESIGN As the thesis project is aiming for restaurant business, I need to design an effective food serving system, interior, menu, logo and web site.

48

BIBLIOGRAPHY

WEB SITES

REFERENCE

- www.agendanet.co.kr/

- Mungyu. 비빔밥 기능성, 소스개발사업. Rep. N.p.: Wooseok University, 2010.

- www.andong-food.co.kr (Andong City Food)

Print.

- www.ekra.or.kr/ (Korean Food service Industry Association)

- Graudate School of Public Administration. 농식품 연관산업 수출 활성화 방안

- www.giwaphilly.com/ (GIWA Restaurants)

연구. Rep. no. 11-1541000-001104-01. N.p.: Graudate School of Public

- www.hansik.org (The Taste of Korea - Korean Food Foundation)

Administration, 2011. Print.

- www.koreanfood.rda.go.kr

- Jang, Dai-Ja, Hye-Jeong Yang, Dae-Young Kwon, and Woo-Youl Sung.

- www.koreataste.org/ (Korea Tourism Organization)

“Wired.Wireless Internet Service Enabled Custom Bibimbap(Rice Hash)

- www.kogibbq.com/

Contents Design.” The Journal of the Korea Contents Association 10.7 (2010):

- www.mcdonalds.com/

98-106. Prin

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- Min, Dongwon. Korean Food Commercialization, Globalization Strategy.

-www.thailand.prd.go.th/ebook/kitchen/ (Thailand The Government

Rep. N.p.: Samsung Economic Research Institute, 2003. Print. Issue Paper.

Public Relations Department)

- Bae, Eunsuk. 고조리서에 기술된 근대음식문화의 특성. Rep. N.p.: 배은석, n.d.

Print.

ARTICLES

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- Sohn, Emily. “Do People Become More Conservative as They Age?” Discovery News 10 Jan. 2012: n. pag. Print.

- Oh, Jean. “Korean Tacos Open New Avenue.” THE KOREA HERALD 17 Apr. 2009: n. pag. Print.

and Meaning of Food Culture and Necessity of Globalization.

- Agenda Research Group. Korean Food and Korean Food Culture Globalization. Rep. Vol. 1. N.p.: Agenda Research Group, n.d. Print. 2.

- “Roy Choi.” Los Angeles Magazine 1 Sept. 2012: n. pag. Print.

Understanding Korean food and Food Culture.

- Jang, Dai-Ja, Hye-Jeong Yang, Dae-Young Kwon, and WooYoul Sung. “Wired.Wireless Internet Service Enabled Custom Bibimbap(Rice Hash) Contents Design.” The Journal of the Korea Contents Association 10.7 (2010): 98-106. Print.

- Agenda Research Group. Korean Food and Korean Food Culture Globalization. Rep. Vol. 1. N.p.: Agenda Research Group, n.d. Print. 3. The level of Korean Food and Food Culture.

- Agenda Research Group. Korean Food and Korean Food Culture

IMAGE - www.koreataste.org: font cover page image

Globalization. Rep. Vol. 1. N.p.: Agenda Research Group, n.d. Print. 4. Each Countries Foods Key to Success.

- Agenda Research Group. Korean Food and Korean Food Culture Globalization. Rep. Vol. 1. N.p.: Agenda Research Group, n.d. Print. 4.

Promotion Strategy of Korean Food Globalization.

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