MADE IN KOREA
NO.1 BRAND Bibimbap
Summary
As Korea brand or enterprise, among sample of no.1 brands in world,
Marketing sample study about why bibimbap becomes world-class’
Team name: The Bibimbap
Brand name: Bibimbap
Team: Beak chul min
Kim Tae gyun
Lee young hyun
Summary
No.1 Brand Bibimbap
Chon buk National Univ.
Beak chul min with 2 others
Global eating-out market scale has grown to 4.9 trillion dollars in 2009e. One of growth background
is emergence of the corporate foodservice enterprise. They built a large network of direct sales
while expand their area of business with being based on franchise business.
Recent analysis of global food trends show that bibimbap was only selected as world food title
among Korea food. Bibimbap’ cooked process is easy as well as can be standardized. So bibimbap
have been thoroughly studied and national support has been as a no.1 brand.
Even though Junk food take the devaluation, fastfood market has shown a steady growth of 4-6%
per year. They also prefer to low-fat,low-carb diet, low-clrorie,. Particularly traditional Asian food is
preferred to.
In the trend bibimbap is in accordance with world trend(well-being and fast) and menu itself is not
inferior for world food. So if bibimbap released in overseas markets, this food is very popular and
then awareness to Korea food is risen.
This case study is targeting overseas market to know if Korea traditional food, bibimbap, can be
world no.1 brand in food market within next 100years. So we present method how to be no.1 brand
by analyzing several examples and advance company’s strength and weakness
-1-
Contents
Chapter 1 Intro
·································································· 3
Sector 1 Introduction ···································································································· 3
Sector 2 Globalization of Korean Food ······································· 3
Sector 3 Reason for selecting subject ········································· 4
Sector 4 History and the challenges of Bibimbap ························· 5
Chapter 2 Body ······································································ 5
Sector 1 Survey on overseas Expansion of Bibimbap ···················· 5
Sector 2 Bibimbap early days marketing (crisis, adversity) ············· 8
··························································· 8
Sector 4 Marketing Example ··················································· 10
Sector 3 Turning point
···························································· 17
Sector 1 Successful factors of Bibimbap ··································· 17
Sector 2 Direction to go future ··············································· 20
In Conclution ······································································· 21
Chapter 3 Conclution
# Reference
-2-
Chapter 1 Introduction
Sector 1 intro
Food could be a symbol of a country cultures. Food which is blended with the natural environment,
created a unique culture and lifestyle is different from country to country. Now, the food culture
has become a symbol of country beyond to solve hunger. So each country considered important
to their country's food culture globalization movement. Korea has shown a similar movement.
Korean food for a long time is spent with our people, and other famous journals introduce high
quality of Korean food. However, despite the excellence of Korean food, the value of Korean food
has not been properly evaluated. So now taking advantage of Korean food, we have to give a
chance to world people to experience about eating Korean food. A few years ago, Korea government
has focused on the possibility of the globalization of Korean food.
They want to stand for global
food with the Korean food. Through the globalization of Korean food, many kinds of value-added
business and employment are produced. The opportunity to experience the Korean culture can
make strengthened relationships with the world. As a result, Korean industry makes a lot of brands
to join world food industry.
Sector 2 Need for the Globalization of Korean
The world food market is larger than IT, automobile, steel market and has potential to improve.
World food market : food 4.9 > IT 3.5 > automobile 1.6 > steel 0.5
-3-
(billion dollars
Korean food has features like slow and well-being. So it fits well in the world market today. This
has the potential to enjoy the world. Korean food is going to develop their food nutritional balanced
food and historical culture
Sector 3 Reason for subject selection
After Korean went through Japanese occupation, independent and the Korean war, just 60 years
ago, Korea economy was least developed country even enough to receive aid from Philippines.
However, after time past, Korea has developed its economy which was received many support by
many country but, today they became a donor country. The growth of industrial development is
main reason to Korea export with Samsung, Hyundai and LG. In addition, the World Cup, the
Olympic and UN General Assembly was held at Peninsula in Northeast Asia. So, it proves Korea has
high quality brand power. However, in economic development of Korea’s national brand index
sector (traditional culture sector) has been undervalued compared to other sectors. You can see the
180
160
140
120
100
80
60
40
20
0
2010
2011
2012
table below. Overall rates are high but, traditional cultural, natural exponential rise little bit
compared to the other sector
As you can see, country brand index belong to the lower part should highlight the characteristics
-4-
of weakness sectors. So, we are going to examine Bibimbap which is traditional part.
Sector 4 History and challenges of Bibimbap
Bibimbap history is not derived from a well-known academic. From ancient times, bibimbap was
the main food, because mixing is easy to eat. Korean ate bibimbap from ancient times such as
“jeonju bibimbap”, “heju bibimbap” and “jinju bibimbap”. Today Korea bibimbap have the basic
elements of nutritional and that means bibimbap has hidden wisdom of our ancesteors.
Bibimbap is first mentioned in literature in the late 1800s. Since then, there are several hypotheses
in many ancient books. Regardless of this hypothesis, bibimbap can do on behalf of our country.
Using these characters, bibimbap slowly became known to the world as pride of Korean best famous
food.
1800s
1984
Unknown
Korea culture
Writer
是議全書
report
Jeonju bibimbap
1849
1924
1994
Dongkukses
Joseon book
traditional food
igi
骨董之飯
Bubimbap
Research
-5-
Jeonju bibimbap
Chapter 2 Body
Sector 1 Survey on overseas expansion of Bibimbap
To know more clearly the possibility of bibimbap’s overseas expansion, We conduct a survey
to foreign residents in Korea or foreign tourists.
<How to a survey>
Division
Contents
Object
Foreigners
Peirod
2013.7.30~2013.8.12
<Korea food awareness survey>
Did you know Korea food?
Yes
Foreign tourists in Korean
Place
78%
house village
Survey
No
See following results
contents
Etc
Without distinction about
Because Foreigners who come to visit or tourists interest in other cultures, awareness to Korea
food is high. To know Korea eating habit foreigners think, We listed Korea’s food cultures to
know something and then ask their thinks.
Spicy food preference
Hot food preference
Very bad
-6-
Bad
Wishes to Fastfood
Good
4
3
2
10
0
Very
Bad
20%
Easy to eat
Good
31%
Well-being
16%
Taste
Hygiene
Etc.
So so
23%
Quick
Very
Very
4
3
20
10
0
As a result, we find noticeable that’s
3%
7%
0% 20% 40%
So so
Major one of Korea eating habits is eating hot food, spicy food. As blowing spicy and pungent
food, such as Spicy chicken, dduckbogie(Spicy rice cake), we see that easily. However foreigners’
tastes is different. Of course Some of foreigners prefer to hot and spicy food, usually they have
antipathy to hot and spicy food. The third picture is what people to use fastfood restaurant
want. As you see
that fastfood’s merit connect preference. Also we see that foreigners wish fastfood to be Wellbeing food. It is well known fact that Chinese foods, hamburgers is not good for health.
Through this survey we expect that quick and well-being food is popular in the future
Preference
What did you eat?
19%
KimChi
23%
Bullgogie
20%
Bibimbap
12%
Chop suey
14%
18%
1.00%
Korea pizza
6.60%
Etc
19%
Bibimbap
Gal-bi
2.40%
Korea pizza
32%
Bullgogie
Chop suey
17%
Gal-bi
7%
Kimchi
9.00%
Etc
0.00%5.00%10.00%
15.00%
20.00%
25.00%
0.00% 10.00% 20.00% 30.00% 40.00%
The table shows what kind of food foreigners face and what kind of food foreigners prefer to.
As we see result above, we know most of foreigners have eaten bulgogi, bibimbap, kimchi,
and ribs, and other Korean food and see that bullgogi and bibimbap is high ranked
Awareness
No, 22%
Tasting Experience
Yes, 40%
During staying in Korea intent After returning home
intent of re-sampling
of re-sampling
No, 8%
No, 5%
국제행사를
국제행사를
국제행사를
국제행사를
통한 한식
통한 한식
통한 한식
통한 한식
홍보 추진
홍보 추진
Yes, 78%
홍보 추진
Yes
-7-
No
No, 60%
홍보 추진
Yes
No
Yes, 92%
Yes
No
Yes, 95%
Yes
No
Through table above, we see clearly that foreigners have preference to Bibimbap. Bibimbap is simple
to eat and quick to create as well as consistent with recent trends,wellness. Through the result of
survey, firm’s global market expansion strategy could be rose color.
Sector 2 Bibimbap early days marketing (crisis, adversity)
In the 1980s and 1900s Korean culture was very strange and has also low brand presence. In this
situation, mixing the rice did not take into account the current tastes, so it does not welcome.
Traditional bibimbap did not overcome the cultural differences. Because of low brand position,
marketing had no effect on world. In contrast, Chinese and Japanese has hit the world market
through a specialized marketing. Japanese has formed high-class food culture. Many kinds of
Japanese food are treated at a nice restaurant. Chinese food which is based on the taste of home
was focused on high-class and popularity. Japanese and Chinese food solidify its position in the
world market, Korean went to become more difficult.
Sector 3 Turning point
Bibimbap brand captured the world slowly and become famous in the world. A great interest is
come from very 88 Olympics. Olympics boost value of the country. Depending on the higher value,
many people get interested in Korean cultures. At that time, all foreign visitors including actors and
singers for watching Olympics had a very good feeling about tasty of Bibimbap. They gave the
introduction to his friends or journals. The two representative food of Korea ( Kimchi and bulgogi)
is recognized as a large crowd and Bibimbap was not recognized as a representative of Korean food.
The turning point is Korea’s entertainment program. In December 2010, the program made
Bibimbap ads. Through using this ads, Bibimbap can be the representative food of Korea.
Colorful image like red, yellow, and blue is so impressive in the program ads. Ads start with Nanta’s
one of Korea performance. Variety of Bibimbap materials are metaphorically expressed with Korea
traditional music, taekwondo, fan dance, Ganggangsullae and mask dance. It is not enough time to
express many things but the process contains the meaning of harmony.
-8-
MBC program team suggested that the government and Professor Sekyoungduck make the ad
together. Starting with Now York Times Square outdoor advertising, the ads were broadcasted the
whole United States. America’s largest cable TV including CNN broadcaster ESPN, ESPN2, Food
Network, Cooking channel, TAN TV were exposed to a total of 273 times. Spread quickly on the
internet and the 75 million exceeded the number of YouTube Views. Related Videos more than 100
are registered in Europe, Asia, Middle East and Africa YouTube. Recently actress Lee Young-ae joined
the bibimbap advertising and it has been shown in seoul’s Gangnam station. Exposure to 150 times
a day and is expected to continue until the end of the year.
Then, Bibimbap for young people was recognized with main brand in Korea food. Following such
an trends, Bibimbap is provided in the airplanes. Local tailored method makes Bibimbap the best
Korea brand without emphasis on tradition.
① Oversea situation
Jeonju Bibimbap since the early 2000s has promoted the globalization strategy. Jeonju city
cooperate with famous restaurants. So, ingredients and recipes were standardized. The Character
which is called BiBiMi was developed also. Korea Food Research Institute and Jeonju city invent
"Fast made Bibimbap" for convenient and sold about 2~3 billion in annual revenues. Exports which
began in 2005 from $ 100,000 in size grew gradually. Early days focused on the United States and
Japan. Later than the preferred locations for a vegetarian such as France, UK and Europe were
entering the business. However, international awareness about Bibimbap still has a long way to go.
Jeonju bibimbap budget is only 100 thousand dollars. The Amount budget is lacking compared to
Japan. This budget is not enough to supports international public relations and sotores. Songhajin
mayor of Jeonju said that he will support more economic capital and develop a marketing strategy.
-9-
$1
$ 0.1
Billion
Jeonju
Japan
bibimbap
Sushi
Sector 4 Case of marketing
Archiving Marketing
Archiving is meaning that preserve the cultural resources so, precious tradition systematically
manages by government. Through this effect by the region’s food culture preservation is that can
make foundation of modern development. Jeonju development and tourism resources can be seen
as part of archiving marketing. The purpose of the archive is that Bibimbap leads food culture as a
resource of tradition. Jeonju is a city of great taste and fashion. Many kinds of traditional art and
culture are well preserved in the city. We divide bibimbap into three main elements( main element,
process, derivation)
The process of archiving
Main element
Jeonju bibimbap
process
service
Cooking &Circulation
Derivation
Cultural content(Movie, Literature)
- 10 -
Industry ( Food , Tourism)
Jeonju city own efforts
Jeonju has several efforts separate from other cities. Bibimbap Festivals which existing from 2009
has been totally reformed. Festival provides a lot of events like music festival in jeonju. Take charge
of Jeonju city, A company which is called Jeonju Bibimbap Factory produces 800~900 bibimbaps
per hours export abroad as well as domestic consumption. Employees of the plant classify
ingredients into a container.
CJ BIBIGO
① CJ BIBIGO
BIBIGO to easily pronounce for foreigners as a compound that is combined with ‘to go’ and Korean
‘mix’ is Korean food global brand. Also it is Quick Service Restaurant that is DIY(Do is yourself)food
style to choose directly rice, source, topping for customer.
②CJ Overseas Expansion Current State of Affairs
Opening a place of business simultaneously at China (Beijing), United States (LA), in Singapore, CJ
has promoted global eating out business in earnest May 2010. CJ Foodville’s sales scale is about 1
trillion won, it is insignificant sales of 70 trillion won a year eating out market share of the total
market share.
Now, ‘BIBIGO’ launched Capital international airport fourth store in China (Beijing) February 2013
and then opened Indonesia first store as well as a total of 15 stores were open. Recently, they were
won award ( a partner of a year ) from Tesco, a large distribution enterprise.
- 11 -
This award that is eligible for brand that has acted marketing activity actively and gained good
result in sales as Tesco’s suppliers or brand is won from Tesco including Coca-Cola, Nestle, Motorola,
etc. that have won in their respective fields.
This year winning field BiBiGO has won is a new growth market and foreign food sector.
Last year, BIBIGO, not only one of new neighbor brand had first in sales but also had high record
by promoting steadily sampling event of customer’s agreement. And they had gained good
reputation in the way that rapid replenishment service provides customer with convenience.
Global food sector to which it belongs BIBIGO has taken the competition with the Japanese, Chinese,
Indian and other Asian food as well as food in various countries, such as Poland and Mexico. In
particular, after entering formally Tesco in Oct 2012, and it is taken 8 months for BiBIGo to
accomplish, which is significant.
In UK market, in compared to other countries of the European, residence to the new food culture
is known to be relatively small. Because of this, preference for Asian food market is high and growth
potential of relevant market is high.
⓷ CJ BIBIGO Overseas Marketing Strategy
ⒶBIBIGO Promote Group “BIBIMBAP Urangdan”
Led by Pro. Seo-kyeong-Duck, starting from Beijing for 8 months, rounding the major cities in
40 countries, this group has announced brand by having about 100 tasting event. And they has
- 12 -
the role of volunteer by propagating “Meal Share” to citizens of world to eat a meal in a heartfelt.
Their activity give warm and positive image to citizens of world. July 2012, Also they target the US
and UK’s top universities and have promoted, rounding major cities including LA, Chicago, New
York, Boston.
Ⓑ K-pop culture and Marketing through SNS
Thanks to the Korea wave that blows around the world, CJ try to use Korean famous star as
marketing. By making channel including UCC, SNS, they approach customer.
ⒸSingapore World Vision and Social Contribution Agreement
Beginning of Singapore, CJ expand their social contribution activity abroad to contribute to local
community.
BIBIGO has signed agreement for social contribution with Singapore World Vision and then has
pledged to participate actively in boosting activities.
As a result, they will donate BIBIGO rice’s 2% of sales and sponsor alien children.
And they donated their 2% of sales of ‘Sharing lunch’ for ‘Love lunch business’ with CJ Sharing
Foundation, World Vision in Korea.
BiBiGO Official said that they expand CSR activities to communicate with the local community.
ⒹCJ SWOT analysis
Comes from fresh ingredients
Healthy ingredients, taste
structure Non-structured
United States, China,
Due to the local distribution
Singapore a wide range
structure, difficulty of maintaining
of Experience in
overseas markets
Appropriate Localization Menu
Fresh take-out service
- 13 -
Raw materials local distribution
freshness
Due to replacing raw materials,
dilute the image of Korea
Employees save serious
difficulties
``
Valid until 2015,
Well-being food,
Restriction of foreign capital
Well-being industry increase
investment
High tariff barriers
Potential competitors entering
Due to wave of Korea,
Positive image to Korean food
Han’s Bibimbap
History
Match, 2002
July, 2002 Open
Established
Dangdae branch
Chinese branch
in China
2002
2002
① Brand launching, the name ‘Whaban’
Han’s bibimbap has announced a new menu called ‘Jinju bibimbap’ to carve a new trend in the
2001
2002
2002
Established
June, 2002
Nov. Open
domestic market previously known of ‘Jeonju bibimbap’. In addition, to the start of full-fledged
franchise business with the aim of globalization and branding of local regional cuisine. In order to
increase the competitiveness mutually exclusive of chain stores, brand name also
filed a32th
trademark
domestic
Established AUS,
branch,
US and
to "Whaban 'is an alias for Jinju bibimbap,
January 2006, Han’s Bibimbap
has registered
the
NZ in
branch
trademark with the Patent Office.
AUS first branch
② Overseas Expansion of Han’s bibimbap
Han’s bibimbap, which operates a chain of 23 in the country, is provided to expand consumer
groups, eating and drinking in the store, also they provided takeaway their menu with use a
- 14 -
disposable container. As of the above, Han’s bibimbap was directed to a fast food of bibimbap.
If you look at the overseas situation of Hans bibimbap, established a U.S. subsidiary in October
2001, trying to U.S. expansion, No. 6 in July 2003, and the first store in Java town of LA in December
2001 open the store, and to seek to expand into China, they established the China branch, opened
a Dangdae store in Beijing, China in June 2002 to March 2002. In June 2002, Han’s bibimbap
established Australia, New Zealand incorporation, signed a master franchise agreement for that
region. As a result, the first store opened in Sydney at the same year. Also Han;s Bibimbap had
negotiated with McDonald's JAPAN for sale the Bibimbap at McDonald's in-store. As well as they
was carried out negotiations with Thailand and Canada. Han;s bibimbap which the first
f\professional Bibimbap franchise was acclaimed worldwide unlikely any other franchise. That it can
be able to provide a food product in the form of Takeout, minimizing the size of the store is to
reduce the founding costs can act as a merit. Mainly LA in the USA, a total of six stores opened.
First store is located Java Town, second shop located in Japan Town, and 3, and 4 shop is placed
in Korean Town. LA Times that LA’s Regional Media introduced the Han’s bibimbap in their top
stories that called "Hot Bibimbap” as a main professional Bibimbap restaurant.. At that time, to each
store in the United States, to increase the income of $ 40,000 a month or more. Store the United
States, China, Australia and New Zealand, has been managed through the local incorporation office.
It operates ingredients other than major, such as red pepper paste that is produced directly from
headquarters, provides for each merchant to allow the local procurement. In addition, to keep intact
the concept of bibimbap, but it is also responsible for the local menu development work, such as
adding a topping that matches the local.
③ Entry strategy in international market
Han’s bibimbap has followed these three slogans: Quickly provide Bibimbap, professionally and
variously provide, easy to enjoy. And their overseas expansion strategy is localized, low price and
distribution structure through the slogan of the above three. As part of the local strategy, the United
States advance at that time, we conducted a localization strategy to open stores around LA that
many Koreans are living, and to develop a source that meets the mouth of the local people. In
addition, they selected that vegetables and additional material that local people preferred to take
their taste. These strategies, was one strategy to maintain the freshness of food by selling material
in the field. Not just these efforts, they quick-frozen Materials when they delivered long distance in
order to maintain freshness. Korean to foreigners to give the familiar, Han’s bibimbap’s designation
of menu also use a distinguished Korean name such as bibimbap and Ttukbaegi. However, to prevent
people’s confuse, they written on the side additional explain as a local language. Second strategy
- 15 -
is price. In the average price of $ 10 within the price was formulated, it was offered at a low price
relative to fiber than local. Thus the reason to sell at affordable prices can be found in the operating
system. Stores open at least 1.5 flat as possible and precooked foods while cooking, so I did not
need a lot of manpower. Finally, the localization of distribution methods and materials procurement
through the rapid tried to maintain freshness. As a result, cooperation with local trade area was also
achieved.
④Limitations and failure factors of Han’s bibimbap
Nevertheless of the early prosperity of Han’s bibimbap, their position in the franchise market was
contracted in the international fields. Eventually, Subsidiaries in the United States and other major
countries have led to a situation in which the withdrawal. We try to point out some problems this
situation until. First, capital strength very small compared to the market size second, Marketing
strategy that emphasizes only publicity instead taste third, Public relations strategy that does not
take into account the characteristics of the local, Fourth, Lack of research infrastructure to acquire
continuously the taste of local, Last, Distribution network of material transfer. Initially, Han’s
bibimbap started with a small capital to expand into the U.S. market of $ 1,000,000. This scale to
the level of infrastructure could not to be continuous management and due to the shabby scale of
capital also make them just limited area nearby Korean town in Los Angeles when promoting. They
even relied on word of mouth from the local Korean. In a situation that was not able to invest the
constantly Development of taste various menus cause failed to ensure customer. Finally, a limitedtype of materials distribution range was not able to raise a large area on both the size of the crowd
was going to widen.
It is in terms of Korean Food globalization was the first through the franchising of bibimbap if there
is a significance of Han’s Bibimbap has the globalization of bibimbap.
ⒹHANS SWOT
The first globalization
Bibimbap
Completed the
standardization of bibimbap
• Low brand power
• Absence of local C / K
• lack of a unique operating manual
• Lack of differentiation compared
others
• Limits of Menu development
- 16 • Low brand power
• Absence of local C / K
• lack of a unique operating manual
• Lack of differentiation compared
others
• Limits of Menu development
``
• Case of globalization
• Non-preference of
junk-food
• Awareness of obesity
• Diet of the limelight
Low member rate
Chapter 3 Conclusion
Section 1 Successful factors of Bibimbap
1. Items that match the latest trends
People are rapidly increasing worry about the fast food health boom while blowing. A sale of fast
food has been decreased since 2002, increased interest in health and 36% of adults in the United
States "if there is a variety of vegetarian dishes choose vegetarian than meat-centered menu will,"
they responded. Especially, McDonald's or Burger King, Wendy's, KFC and other fast food companies
had been claimed by obese patients because of responsibility that they has sold obesity and diseasecausing mills. Recently, in the United States, has increased interest in health so Americans ate the
usual food favorites, such as steak or hamburger declining demand, using natural ingredients and
vegetables is increasing demand such as Korean foods.
2. Standardization and individualization of Bibimbap
- 17 -
Bibimbap can be serving as fast as previous fast-food because all of ingredients are already
prepared and just put on the bowl when they ordered. In addition, the use of one-time container
can enjoy anytime, anywhere. Nestle dump a topping on rice to eat, so to be able to taste the same
everywhere has the advantage of standardization. The chaff that makes bibimbap follows the recipe
as a ‘Standard’ and Consumers based on the sesame oil, pepper, and put the rubbing can be a new
flavor 'Personality'. New taste of fusion in that it can be probably the world’s only food is not it
contain both of "Standardization and individualization '. Bibimbap may be ahead the pizza or burger
that only focusing on standardized. When foreign select toppings according to their preferences,
they can be personalized to be able to give a taste to suit the preferences of individuals listed in
significant benefits. Thus, bibimbap that having standardization and individualization, has the
advantage of easy recipes easy to employees employed by locals to be one that is also worth noting.
3. Balanced nutrition
In terms of Ingredients, balance of acidic food such as rice and meat, and Alkaline Foods such as
vegetables is good for everyone’s health Particularly, vegetarians except meat.
< Bibimbap’s nutrition and mineral / vitamin content analysis >
1) Main Nutritional Analysis
1 Serving(g)
460
(100%)
Energy(kcal)
557
Moisture Protein
fats
Sugars
Fibers
Carbohydrate
332
24.8
18.9
71.8
16.6
5.6
(70.0%)
(5.4%)
(4.1%)
(15.6%)
(3.6%)
(1.2)
2) The main mineral content
Potassium
1 Serving(g)
Calcium(mg)
phosphorus(mg) Iron(mg)
Sodium(mg)
460
83
239
3.2
1156
529
(100%)
(18.0%)
(18.0%)
(18.0%)
(18.0%)
(18.0%)
3) Major vitamin content
- 18 -
(mg)
1 Serving(g) Vitamin A
Vitamin B1
Vitamin B2
Niacin
Vitamin C
460
83
1.01
1.52
17.9
32
(100%)
(19.2%)
(0.2%)
(0.3%)
(3.9%)
(7.0%)
4. In combination with a variety of sources
One of the bibimbap’s sauce nutrients is Capsaicin that spicy red pepper flavor ingredients that
stimulate mouth and stomach, and increasing appetite. Also gives body to break down fat. Rich in
vitamin A is one of the advantages of bibimbap. Through the study of NWF the survey institute of
United State, the recent trend of tasty is spicy because that tasty can stimulate human’s appetite
and it is well known for diet. One more forecast study of NRA the institute of the United State, there
is also a result of tasty tend to pursue a new taste that have never experienced more and more
favorite food of American The source of spicy chili sauce, Tabasco, and other things, but those
sauces just having poignant flavor, but red pepper paste have sweet tasty not only spicy compared
others. This can be known to be the most appropriate time to can be globalized our food exactly
even when examining the change in status of the catering market in the United States such.
< Restaurants in the U.S. by people looking for the last two years, growth spicy food >
고객들의 매운음식 선호도 변화
27 %
33 %
31 %
Hot and
spicy food
0
10
20
30
Family dining
Casual
Fine dining
40
5. Increasing awareness
.In the study a variety of foreigners, bibimbap is selected first place menu evaluation of Korean food.
One example that can prove the food served on the plane of the demands of bibimbap is going
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higher day by day. From the point of being able to not only dish a comprehensive taste of Korean
food-specific hot pepper paste, vegetables, eat passenger is cooked directly on board, popular with
foreigners’” they wrote. The International Air Transport Association (IATA) to be issued by the bimonthly paper, "Air Line International" Bibimbap was awarded the "Mercury Award", which is the
honor of the best meals International flight Cruise Association (IFCA) in February 1998 after six
months of Korean Air into international menu. Likewise foreigners who to travelling Korea or taking
bibimbap as a flight meal get a good impression want to eat bibimbap in their country, but they
little regret because cannot find bibimbap restaurant in their country
Sector 2 Direction to go future
Like the example above, not only at the national levels, but companies contributing to improve the
national image and generating revenue by using Bibimbab in business. However, pizza in Italy,
"sushi" in Japan has effort to get tilted more than 50 years for globalization, bibimbap, we are not
reach their effort to globalization as much as Japan or Italy. Thus, for making popular of Bibimbap,
marketing strategy is important to continue to develop. We must be able to be localized through
the development of fusion bibimbap or packed bibimbap to appeal to the tastes of foreign.
We think about the way to register the name of “KoreaBibap” as a symbol to represent Korean
food. This symbolic word can make the bibimbap known for a representative food not only domestic
people, but also Foreigners.
Next, finding a paired item would expect synergies. As we know coke is paired item with burger. If
we find this kind of beverages or develop that, we can make a better result.
Third, we should make sub-menu’s Diversification and standardization. Namely, Strategy for once
allowed to fast food of the bibimbap itself, we developed a sub-menu to develop into a variety of
products to standardize for the masses of it is necessary. For example, we can find various types of
burger in the fast-food branches. Like this, if bibimbap be serve to meet the customer’s taste,
customer’s will be satisfy the bibimbap.
Last, Local fresh ingredients and the most that can deliver the best quality to consumers, it is
important to ensure distribution. That can be procured from local materials and local procurement,
if necessary to procure long distance, should gain the shortest distance of distribution network for
the freshness of groceries.
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In conclusion
As mentioned above, Our traditional food bibimbap has a lot of possibility to get world market.
Bibimbap taste the same every everywhere, so you can be able to realize that he standardized
fast food can satisfy customers in accordance with toppings. There are many advantages of
Bibimbap such as Simple cooking methods and rich nutrients. Through this strong point,
bibimbap get the title of well-being food.
Fast food has the strong point like quick cooking time, time saving etc. However Fast food
declines in Asia since 2002 due to the well-being. As we saw in the previous study, steady growth
in the United States and Europe has been on the fast food market because bibimbap has rich
nutrients. So, bibimbap is considered a good franchise item on the overseas market. Marketing
was enough to cause world people concern by Lee Young-ae and PSY. Local firms developed
many kinds of menu to meet the demand. SNS is main strategy of maketing through person to
person. Using famous brand and MBC Program were very successful and now Bibimbap brand
value has continually risen.
<References>
“Other traditional food-related domestic• Analysis of tourism products” by Jang, Yang, Jung and Sin
“Creation of cultural content and cultural circles” by song
“Utilization of local culture industry” by Kim
“Poetics cultural property classification” by Jang
“Digital archiving issues and the direction” by Ham and Park
“Local cultural Study on the Applicationof educational content” by Kim
“The spicy pepper correlation between composition and sensory” by Kim
“BBQ in Beijing's business success factors and market strategy research” by Jeon
“Restaurant Images Configuration Study of Factors” on Culinary Institute of Korea
“Cultural Circle of digital content Study on Development Model” by Hwang
“Jeonju Traditional Cultural tourism development initiative in the city center” by Chae
“Folk culture of Jeju - Jeju food culture” by Hu and Joo.
< SITE >
<http://www.kimchimuseum.co.kr/>
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<http://www.namdofoodmuseum.go.kr/>
<http://www.raumen.co.jp/>
<http://www.andongsoju.net/>
<http://www.jbfood.go.kr>
<http://www.culturecontent.com/>
<http://www.jbbb.re.kr/>
< http://www.hansik.org/intro.html>
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